IPG’s Initiative and Dentsu’s Carat have both been awarded a slice of the West Australian government’s $65 million spend.
The government account is broken into two entities – campaign and non-campaign – each with its own agency roster.
Carat has retained its long-standing position on the agency panel for all campaign work, which accounts for approximately 90 per cent of overall spend. It will now share the roster with the newly-appointed, Initiative, who joins in place of the incumbent, OMD.
Carat CEO, Paul Brooks, said of the win: “This is a fantastic win for Carat – testament to the trusted working relationship our Perth team has established with the WA Government over the last five years.
“As a client, they have an enormous appetite for a progressive agency offering. I’m proud that Carat’s breadth of capabilities and expertise continues to evolve at a pace that sees us holding off the competition on this prestigious account.”
Officially starting its new assignment on July 1st, Initiative will be handling media strategy, channel planning, media buying and other related media assignments for the WA Government. As a result of the competitive tender, Initiative will be the sole agency for non-campaign services and will also oversee campaign services media investment on a two-agency panel model alongside Carat, which was retained on the panel at the conclusion of the tender process.
Luke O’Sullivan, head of Initiative Perth, said winning the lion’s share of the WA Government media portfolio was one of the most important moments for the agency and an important new responsibility. “We are naturally thrilled with this win, but we do not underestimate the importance of the tasks at hand in Government communications. We will ensure the agency continues to deliver the most efficient and effective media performance in the market,” he said.
In this piece, Doddle APAC CEO Justin Dery explains why retail marketers should look beyond traditional delivery options this Christmas. 2020 has been a year like no other, and marketers across the world, regardless of industry, have been forced to rethink brand interaction, upweighting digital and tracking rapidly evolving consumer behaviour. This year’s sales season […]
Following an extensive search, Sydney WorldPride today announced the appointment of Adam Zammit to the newly created role of Director, Partnership & Revenue. WorldPride – an international festival celebrating LGBTIQ+ culture and joy – will be held for the first time in the Southern Hemisphere, when the festival comes to Sydney in 2023. Zammit’s key […]
PAW Patrol’s heroic pups are on a roll this summer and ready to spread the word about the importance of water safety, through the PAW Patrol Safety First! prosocial initiative. The water safety program, created in partnership with world champion swimmer and water safety advocate Michael Phelps, launches today with a public service announcement. Starring […]
Independent creative agency, The Core Agency, has created a new campaign for national in-home aged care and disability support provider, Just Better Care. Just Better Care is one of Australia’s largest accredited providers, delivering in-home social and lifestyle support services that enable people to live independently.Its network of over 40 franchise territories provides affordable and […]
Creative agency Andpeople has teamed up with active-streetwear label P.E Nation to create a custom-built augmented reality (AR) dressing room ahead of the label’s latest launch. The digital dressing room was unveiled to coincide with the launch of P.E Nation’s ‘Sustainable in Snow’ collection. In partnership with Andpeople and the globally recognised team behind the […]
From Airbnb to Calm and all the apps in between, the rise of app-based companies calls for specific app advertising solutions, according to Snap Inc. Following the launch of Snap Connect—a tool to help marketers learn about direct response (DR) advertising strategies on Snapchat—Snap has launched an advertising product suite built specifically for app marketers. […]
Ad tech vendor Adform had made a significant step towards promoting transparency in digital advertising, becoming the first global ad tech vendor to subject its tech stack to an independent audit. The audit follows a report released in May 2020 by the ISBA and AOP in the UK. The research, which was executed by PwC, […]
Actor Matthew McConaughey is shining a light on Australian Local Legends, as part of Wild Turkey’s latest ‘Wild Turkey With Thanks’ initiative. In the latest phase of the ‘With Thanks’ platform, McConaughey, who is the creative director of Wild Turkey, chats with Aussies who have stood with conviction, supporting their environment and communities throughout the […]
Queensland’s largest club, mutual insurer, bank and roadside assistance provider, RACQ, launched its new campaign on Sunday, shining a light on its membership model. It’s all smiles and verything is a little brighter when you’re an RACQ member, according to the company’s new campaign, ‘Membership makes all the difference’. It also revealed some of the […]