MEC chief calls on government to recruit ‘future-focused’ agency

MEC chief calls on government to recruit ‘future-focused’ agency
SHARE
THIS



The MD of GroupM agency MEC believes the federal government requires agencies with their finger on the pulse of public sentiment and popular culture when it goes to market with its master media account next year.

Peter Vogel (pictured) has made the call after the government announced late last week that it's released a consultation paper to discuss the possibility of merging its campaign and non-campaign media buying.

UM currently holds the campaign buying account while Adcorp is the incumbent of the non-campaign. Neilsen has reported the federal government spent in excess of $135 million on media in the 12 months to June this year.

The federal government said it’s developed a strategy to replace these arrangements when they expire mid next year, and that it's keen for the public's view on the strategy.

"I think it's great that the federal government is looking for new solutions on how to engage with the public," Vogel told B&T.

"Governments need agencies that are agile and in-touch, but have scale and leverage to underpin their approach," he said.

The consultation document states that joining the two accounts would simplify the arrangement and increase efficiencies for the Master Media Agency (MMA) and the Australian Government, with the former undertaking media rates negotiation, planning placement, post-campaign analysis and reporting.

Vogel said all marketers have to support their paid for media, with an integrated approach to their owned and earned presence.

This is even more important for Governments, he said, "they cannot just blast the public with their paid for messages of what they are doing".

"They have to set up platforms and forums, and really engage the public in conversations. More so for them, they need to move from ‘interruption’ style communication to ‘engagement’ marketing. This is the best way to stay in touch with the general public and get them involved and supporting Government initiatives."

Based on this, Vogel said the government needs a more “future-focused” agency, with strong strategic skills and with its “finger on the pulse of public sentiment and popular culture”, adding that it’s not just about booking media.

He said the government requires an agency withstrong expertise in social and search (paid and organic), and one that can set a longer term strategic direction, but is also able to ‘course correct’ in real-time, based on live data and public sentiment.

“Governments need agencies that are agile and in-touch, but have scale and leverage to underpin their approach, looking for smarter ways and the muscle to make things happen. The way we like to explain this is having a combination of ‘start-up thinking and scaled-up advantage'.  

“So, if this the approach the federal government is investigating, I certainly applaud them and welcome it. If not, they need to re-consider their approach again,” he said.    

Please login with linkedin to comment

Latest News

“Simply Disingenuous!” Coles Challenged Over Its Decision To Phase Out Its Printed Catalogue
  • Marketing

“Simply Disingenuous!” Coles Challenged Over Its Decision To Phase Out Its Printed Catalogue

The Real Media Collective (TRMC), the Australian industry association representing the interests of companies in the paper, print, publishing/media and related distribution sectors across Australia, has challenged Coles Supermarkets for using the environment as a reason in its announcement today outlining its plans to cease sending catalogues to Australian homes from September. In the announcement, […]

Major Stars Including Kerri-Anne Kennerley & Tim Bailey To Go As 10 Announces Major Restructure
  • Media

Major Stars Including Kerri-Anne Kennerley & Tim Bailey To Go As 10 Announces Major Restructure

Network 10 is set to undergo a massive restructure, leaving a number of high-profile journalists out of a job, including Kerri-Anne Kennerley, Natarsha Belling and Tim Bailey, B&T understands. As first reported on The Sydney Morning Herald, the restructure was announced to staff on Tuesday. As part of the restructuring, the presentation of the weekday […]

by B&T Magazine

B&T Magazine
The Alcohol & Drug Foundation Team With Dee Madigan’s Campaign Edge To Tackle CV-19 Drinking
  • Campaigns

The Alcohol & Drug Foundation Team With Dee Madigan’s Campaign Edge To Tackle CV-19 Drinking

Alcohol & Drug Foundation (ADF) has launched a new national health campaign with Campaign Edge aiming to tackle COVID-19 drinking. Funded by the Australian Government, Break the Habit reveals that it takes only around 66 days to form a habit – roughly the same amount of time many Australians spent in lockdown. It’s a fact most Aussies are […]

How To Get Out Of A Cashflow Crisis
  • Opinion

How To Get Out Of A Cashflow Crisis

Paul Roach (pictured below) is a business strategist and coach who has worked with hundreds of SMEs across many industries to supercharge their cashflow. Roach is also author of the book Smarter Business Stronger Cashflow. In this guest post, Roach gives his top tips when the cash taps start to be turned off… Cashflow is like […]

One Daydream Expands Into Alcohol Category
  • Marketing

One Daydream Expands Into Alcohol Category

Sydney and Melbourne based PR, Talent & Digital agency One Daydream has extended its client portfolio to include alcohol. The category expansion comes as One Daydream joins the agency roster of Pernod Ricard, working on a project basis to manage strategic PR and digital campaigns. The global drinks group boasts one of the most comprehensive and prestigious […]

Modern interior with furniture and creative business sketch on wall. Success and solution concept. 3D Rendering
  • Media

Commtract Appoints New Business Development GM

Commtract today expanded its marketing, advertising and digital offering in response to a growing number of CEOs outsourcing to ‘gig-workers’ amid COVID-19. According to new research, 40 per cent of Australian CEOs are planning on outsourcing to freelancers in the contingent workforce. Commtract, which launched in 2016,  has more than 4,000 communications experts on its platform, and has already placed over 800 roles. […]