Federal Government Gets Pitch Process Underway For Master Media Account

Federal Government Gets Pitch Process Underway For Master Media Account
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The federal government is now accepting requests from agencies to pitch for its highly sought-after master media contract, estimated to be worth around $175 million.

According to a notice posted on the AusTender website on Friday, the government is seeking to establish a single supplier arrangement for its master media agency (MMA) services.

The successful agency will be required to:

  • secure optimal media discounts on Commonwealth-wide media rates by consolidating government advertising expenditure and buying power;
  • optimise media planning and placement, and apply media industry knowledge and expertise to government advertising activities through the MMA services;
  • reduce Commonwealth entities’ procurement costs by having one MMA deed and avoiding the need for entities to set up and manage their own media procurement processes;
  • drive efficiencies through the implementation of evidence based campaign and non-campaign policies, by using advertising data to inform government’s decisions; and
  • provide advice to government in relation to information and advertising campaigns and the performance of the MMA arrangement.

The closing date for the tender is Monday 11 December at 2pm (AEST).

It comes after the government announced in July it would invite media agencies to apply for the MMA services contract in the second quarter of the 2017-18 financial year.

Dentsu Mitchell has been handling the campaign-side of the contract since 2014, when it took over from UM.

The agency has also been responsible for all of the federal government’s non-campaign advertising after taking over from Adcorp in September last year.

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