UM Snares Federal Government’s Master Media Contract From dentsu X

Australian Prime Minister designate Malcolm Turnbull with Deputy Prime Minister designate Julie Bishop during a press conference in the Blue Room, after winning the Australian Federal leadership in a party ballot vote, at Parliament House in Canberra, Monday, Sept. 14, 2015. (AAP Image/Sam Mooy) NO ARCHIVING

IPG Mediabrands’ UM has had a huge account win for 2018, having been appointed to the federal government’s master media agency (MMA) services contract,B&T understands.

The pitch process for the account – estimated to be worth between $150 million and $175 million – kicked off in November last year, with dentsu X the incumbent.

Under the contract, UM 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.

UM declined to comment on the win when contacted by B&T. However, a dentsu X spokesperson issued the following statement:

“We are proud of our achievements over the past four years servicing the federal government account and we thank them for their partnership during this time.”

“Whilst this is a disappointing loss, we look forward to working with our existing and new client partners to go beyond media, continuing to focus on solutions that help our clients realise lifetime customer value and deliver ‘experience beyond exposure’.”

Latest News

Medium Rare To Launch Free Magazine For Bunnings
  • Media

Medium Rare To Launch Free Magazine For Bunnings

Medium Rare will launch a new magazine in the homes category for distribution throughout Bunnings’ stores in Australia and New Zealand. The new monthly publication, which will be available free of charge, will launch in Australia in March 2018 with a circulation of 500,000. A New Zealand edition, with a 100,000 circulation, will follow in […]

Tracey Spicer (Journalist & Presenter) at Radio Alive 2018 at Radio Alive 2018
  • Media

Tracey Spicer: Commercial Radio Home To “Some Of The Most Toxic Workplaces”

Media veteran Tracey Spicer has delivered a grim assessment of Australia’s commercial radio industry in how it deals with sexual harassment in the workplace. Speaking as part of a panel at the Radio Alive 2018 conference in Melbourne on Friday, Spicer said she has witnessed “tremendous change happen at the very top end of town” […]

by B&T Magazine

B&T Magazine
Kyle Sandilands and Jackie Henderson (Kyle & Jackie O) from KIIS at the 2015 ACRA Awards
  • Media

Kyle & Jackie O Crowned Best On-Air FM Team At 2018 Commercial Radio Awards

KIIS 1065 breakfast duo Kyle Sandilands and Jackie “O” Henderson have won the Best On-Air Team (Metro FM) category at the 30th Australian Commercial Radio Awards (ACRAs). Held on Saturday night at the Melbourne Exhibition and Convention Centre, and hosted by The Chaser’s Chris Taylor and Andrew Hansen, the ACRAs celebrated the best and brightest talent in […]