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Leading Belfast advertising agency Lyle Bailie International has been appointed with effect from 1st January 2005 to handle DOE’s Road Safety Advertising and Publicity account, after a competitive tendering process conducted through the government’s Central Procurement Directorate.

DOE’s road safety advertising is one of the highest profile contracts in the media and the Lyle Bailie agency, formerly McCann-Erickson Belfast, has created several hard-hitting campaigns, famous for their impactful imagery, including a number of cross-border TV ads. This is the fourth competitive tender for DOE business won by the company.

Commenting on the win Julie Anne Bailie, Executive Creative Director said:

"We regard it as a real privilege to work for DOE in such a crucial area and to be part of an integrated team, spanning government, emergency services and educators, all dedicated to saving lives on the roads."

David Lyle, the agency’s Chief Executive said:

"We have overwhelming evidence proving the effectiveness of these campaigns. Our case study on the “Longer Term Effects of Road Safety Advertising”, nationally awarded by the IPA’s jury of experts, demonstrated that DOE’s ads made a major contribution to saving 2774 people from death or serious injury between 1995 and 2003- producing an economic payback of £704 million from an advertising investment of £8.68 million across 9 years. In wave after wave of tracking research, independently conducted by Millward Brown, DOE ads outscore everything for awareness and influence. The research indicates that these ads have influenced 4,101,487 million adults on this island and 1,197,098 million adults in Northern Ireland, with over three quarters of people being “very influenced”. We feel a profound sense of personal responsibility in being enabled to serve the public good in the drive to save lives and reduce road tragedy" he added.

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