The Independent Media Agencies Australia (IMAA), Australia’s national industry body representing independent media agencies, has welcomed the Queensland Government’s changes to its procurement policy as a significant transformation in providing greater opportunities for independent media agencies to compete for Government business.
The new policy is centred around the government’s five pillars of delivering value for Queensland, creating opportunities for local suppliers, simplifying procurement processes, encouraging innovation and new market-driven approaches to solve Government challenges, and providing practical economic, environmental and social impact.
Under the 2026 Procurement Policy, government contracts must invite at least one local Queensland supplier, small business or regional enterprise to every procurement process and will introduce a 30 per cent participation target for Queensland businesses. In addition, agencies can bypass competitive tendering for advertising and marketing contracts worth up to $500,000, provided that they complete a Queensland Government Innovation Challenge.
For contracts above $500,000, the government will require suppliers to demonstrate broader economic or social benefits such as local job creation. Government departments will also be able to engage with agencies prior to formal RFPs to discuss campaign needs.
A statement from the Queensland Government said that the new Procurement Policy represented a “fresh start” and “puts local, small and family businesses front and centre of $35 billion annual
spend” with indie media agencies able to more equitably compete for the advertising contract portion of that spend.
“The policy is about fairness, respect, opportunity and delivering real value for Queensland taxpayers and businesses. More Queensland businesses than ever before will benefit from the new Queensland Procurement Policy…We’re delivering a procurement policy that’s fairer, faster, and easier for Queensland businesses to navigate and benefit from government work,” said Queensland Minister for Housing and Public Works, Sam O’Connor.
Importantly, Queensland suppliers are defined as agencies with an ABN registered in the state and staff working within 250km of the agency’s base.
IMAA CEO, Sam Buchanan said the Queensland government has made significant strides in backing Australian owned businesses, making it easier to win contracts from government and do business with various government departments and entities.
“This procurement overhaul is a real Christmas gift to Queensland’s small and independent businesses. By putting local, family and regionally owned companies at the doorstep of the state government’s annual spend and trimming paperwork dramatically, the new policy gives our member agencies and the many talented Queensland businesses, a genuine chance to compete for a share of government ad spend,” he said.
“There are still a few unknowns, such as the impact of remote working on eligibility and how the Innovation Challenge process will play out in different regions. But with just a small hand up, many of the great Queensland businesses already doing fantastic day-to-day work can help the government spend more wisely and reinvest those dollars in our communities rather than sending them interstate or overseas.”
The Queensland Government Procurement Policy follows changes implemented by the Federal Government last month to procurement, which requires agencies pitching for direct government contracts of between $10,000 and $125,000 to meet a strict definition of an “Australian business.” This is an increase from the maximum $80,000—the first in two decades.
The shift is also the first time a formal definition of what constitutes an Australian business has been introduced in the federal procurement process. Under the new rules, a company must be at least 50 per cent Australian-owned or be principally traded on an Australian equities market. It must also be an Australian resident for tax purposes and have its main place of business in Australia.
The IMAA has been vocal in lobbying both Federal and state governments for a greater seat at the table for independent media agencies in master media contract deals.
“We’re optimistic that these new rules will finally open the door for independent media agencies across the country to play a bigger role, and rightly so, in government contracts,” added Buchanan.
“We will continue to call on all levels of government to provide more opportunities for the independent media agency sector.”
The new Queensland Procurement Policy 2026 takes effect from January 1, 2026.
