Irish International has retained the Road Safety Authority (RSA) creative account with MediaVest retaining the media side of the business.

It followed a five-way pitch with Cawley Nea/TBWA, Publicis, Target McConnells and DDFH&B vying for the business on the creative side and MediaVest, Carat, Initiative, Mindshare and OMD pitching for the media side.

Shock and horror
The Irish International approach – the Sandymount agency has had the RSA business for three years – hasn't been the old-style shock and horror route, particularly in the TV treatments, instead opting for a more a rational adult-to-adult approach to encourage road safety.

Meanwhile, the Electric Ireland account is out for pitch – Irish International is the incumbent – and the shortlist, which will probably be made up of four agencies and the incumbent, is due to be announced shortly.