UM Australia has confirmed its appointment by the federal government as its master media agency, following B&T’s story yesterday.
The appointment follows an exhaustive five-month statutory review period and will be for an ongoing period of three years, with a potential extension for a further three years.
UM has extensive experience with the government’s media, having handled the business from 2002 to 2014.
The government and UM will embark on a multi-layered partnership to support and inform the Australian population on important communication and information needs.
The new communications contract embraces all elements of digitally-focused and traditional media, as well as recognising the capabilities of media focused on ethnic and indigenous communities.
UM will lead the government assignment and orchestrate collective resources within the IPG Mediabrands Australia group.
Fiona Johnston, chief executive of UM Australia, said: “Taking the government’s messaging to the whole of Australia in a way that is dynamic and considered is indeed a humbling task.
“We are in a world that needs our careful counsel and balance between human intelligence and automated capability. Working with the Australian government is not only an opportunity, but also a responsibility.
“I am immensely proud of my whole team for the passion, work and professionalism they have put into proving that for government we are as great as before – and better than ever.
“In our relentless pursuit to be better, and to help lead an ever-changing world of communications, this is a very important moment for us.”