NSW Government has appointed UM as its new media buying agency following the completion of its long-running tender for the lucrative business.

The announcement means that incumbent MediaCom has lost out on the $70 million account. MediaCom has held the master media contract since 2008, with two extensions put in place by the government.

UM have also been named as one of a panel of companies providing media planning services along with Match Media, Optimum Media Direction and MediaCom.

ZenithOptimedia has been appointed as the successful agency for the recruitment, public notice and typesetting contract.

The new contracts commence on 1 October for a period of three years, with the option of two 12 month extensions.

UM will be responsible for the purchase and placement of all NSW Government public awareness campaign advertising, including health and road safety messages, tourism promotion and other announcements of Government initiatives and activities, and will negotiate media rates on behalf of all government departments.