It is understood that a formal invitation to tender will be issued in the coming weeks.
The review suggests the DfT is planning to step up its support for Think!, which has been limited in scope since the Government slashed marketing spend after the General Election in May 2010.
The most recent Think! work was created by Abbott Mead Vickers BBDO in 2010 and encouraged drivers to be careful around motorcyclists. Leo Burnett also devised creative work before the spending freeze.
WPP's M4C will handle the media buying account for any above-the-line activity.
A spokeswoman for the DfT said: "We're looking for an agency that can provide a strategic approach, working in partnership to deliver strong, insight-based marketing campaigns that help improve road safety."
This article was first published on campaignlive.co.uk
It’s said that the average person is exposed to 30,000 marketing messages a day. To me that’s worrying news for us marketers – especially if it’s your job is to build marketing relationships with consumers.