NSW Government Changes Up Its Media Planning & Buying With New Agency Roster

NSW Government Changes Up Its Media Planning & Buying With New Agency Roster

The NSW government is taking a fresh approach to its media planning and buying, creating a roster of agencies to handle each of its departments.

Originally, the set-up was the one master media contract (held by UM), which a number of agencies would work on (those being Zenith, Blue 449, OMD and MediaCom).

However, an industry source has told B&T that the master media buying contract will still exist, but only for the purposes of negotiating rates.

After that, the NSW government departments (health and transport, for example) will be awarded the budgets and will work with specific agencies, according to B&T’s source – and that’s where the money will be.

B&T understands that WPP AUNZ will manage the NSW government’s master account, while Havas Media and Atomic 212° have made the agency roster along with incumbents UM and OMD.

The state government is expected to formally assign agencies to its departments sometime next week.

The government issued an open media agency tender in May, saying it was “looking to establish a roster of full-service communication partners to secure a better way of working and delivering effective advertising messages to the people of NSW”.

“The objective is to deliver a successful media planning and buying service that is structured effectively and appropriately to meet the current and future advertising needs of the individual government departments and agencies, and that best represents the NSW government,” the tender description read.

Meanwhile, MediaCom snared the master contract for the Victorian government earlier this week, replacing Dentsu Mitchell and Zenith.

Furthermore, the federal government has just kicked of the tender process for its media agency services contract, which Dentsu Mitchell currently holds.




Please login with linkedin to comment

NSW Government

Latest News

Revium Snags Peter Bauld From Deloitte Digital
  • Advertising

Revium Snags Peter Bauld From Deloitte Digital

Revium, a leading full-service digital and AI consultancy, has announced the appointment of Peter Bauld (lead image) as Executive General Manager. Revium is a full-service digital and AI consultancy with over 20 years of experience creating engaging digital experiences for leading organisations and their customers. Bauld joins Revium after an illustrious career spanning over two […]

Veridooh Snatches Prashand Menon From ScentreGroup
  • Advertising

Veridooh Snatches Prashand Menon From ScentreGroup

Out-of-home OOH) and digital media leader Prashand Menon (lead image) has joined OOH ad tech company Veridooh as group business director within NSW and QLD. Menon joins Veridooh from his most recent role as ScentreGroup’s group business director and brings with him more than 10 years of experience in Australian media. Previously, he held positions […]

Kat & Co Transforms Into THE WORLD OF Experiential Agency
  • Advertising

Kat & Co Transforms Into THE WORLD OF Experiential Agency

After more than twelve years of producing experiences for some of the world’s most innovative brands, including Hermes, Van Cleef & Arpels, Louis Vuitton, and Tiffany & Co, Kat & Co has quietly metamorphosed into THE WORLD OF. THE WORLD OF is an experiential agency at the juncture of culture, technology and the human condition. […]

SMG Studio Launches Risk: Global Domination X Dune Part Two
  • Campaigns

SMG Studio Launches Risk: Global Domination X Dune Part Two

Through a licensing agreement with Legendary Entertainment, SMG Studio inked the rights to adapt Dune: Part Two into a game based on Risk: Global Domination, Hasbro’s interactive board game. Inspired by Denis Villeneuve’s cinematic masterpiece, Dune: Part Two, this new digital adaptation, RISK: Global Domination X Dune: Part Two, is poised to captivate players from […]

QMS: Taylor Swift, Lunar New Year & Mardi Gras Were Boon For OOH Market
  • Marketing

QMS: Taylor Swift, Lunar New Year & Mardi Gras Were Boon For OOH Market

Taylor Swift, Lunar New Year and the Sydney Gay and Lesbian Mardi Gras Festival have had a dramatic impact on the number of people moving in and around Sydney over the past month, drawing big crowds into the heart of the city and its surrounding suburbs. New data from digital outdoor company QMS reveals a […]