The Federal Government has shaken up its creative agency roster following a competitive tender process.
There are now 24 agencies covering creative advertising services, PR, market research, multicultural communications and first nations communications; previously there were 20.
Among the creative advertising agencies, VML, BMF, Clemenger BBDO and TBWA have been retained while Droga5 and Think HQ have dropped off the list.
Dentsu Creative and 303 are new additions to the list of suppliers.
Think HQ’s multicultural communications business, CultureVerse is part of the list.
Although Droga5 has been dropped, Accenture Australia has been chosen as one of the suppliers.
The new agency village, which covers government communications campaigns with total expenditure above $500,000, will operate from this month until mid-2030.
In a request for tender to kick off the process, the Government was looking to change the previous model, known as the Government Communications Campaign Panel, with a new model called the Communications Campaign Arrangement (GCCA).
The GCCA mandates that each of the five ‘villages’ will appoint one agency to each of its five service categories: market research services, creative advertising services, public relations services, multicultural communications services and First Nations communications services.
Agencies are able to work across multiple villages, but not more than one service area within each village.
In FY25, the government spent $265.3 million on advertising, including $204.1 million on media and $61.2 million on campaign development costs with VML, Droga5 and BMF landing large contracts.
The Federal Government Agency Village
303
33 Creative
Accenture Australia
BMF
Carbon Media
Cox Inall Ridgeway
Cultural Perspectives
Culture HQ
Dentsu Creative
Embrace Society
ETCOM
Fenton Strategic Communications
Horizon Communication
IPSOS Public Affairs
Ogilvy
Ogilvy PR
Orima Research
Perceptive Australia
Publicis Red Lion
TBWA Melbourne
Verian Group
VML
Whereto Research Based Consulting
