The NSW government is taking a fresh approach to its media planning and buying, creating a roster of agencies to handle each of its departments.
Originally, the set-up was the one master media contract (held by UM), which a number of agencies would work on (those being Zenith, Blue 449, OMD and MediaCom).
However, an industry source has told B&T that the master media buying contract will still exist, but only for the purposes of negotiating rates.
After that, the NSW government departments (health and transport, for example) will be awarded the budgets and will work with specific agencies, according to B&T’s source – and that’s where the money will be.
B&T understands that WPP AUNZ will manage the NSW government’s master account, while Havas Media and Atomic 212° have made the agency roster along with incumbents UM and OMD.
The state government is expected to formally assign agencies to its departments sometime next week.
The government issued an open media agency tender in May, saying it was “looking to establish a roster of full-service communication partners to secure a better way of working and delivering effective advertising messages to the people of NSW”.
“The objective is to deliver a successful media planning and buying service that is structured effectively and appropriately to meet the current and future advertising needs of the individual government departments and agencies, and that best represents the NSW government,” the tender description read.
Meanwhile, MediaCom snared the master contract for the Victorian government earlier this week, replacing Dentsu Mitchell and Zenith.
Furthermore, the federal government has just kicked of the tender process for its media agency services contract, which Dentsu Mitchell currently holds.
Please login with linkedin to commentNSW Government
Warner Brothers Discovery’s Newshub is set to close its doors in June 2024, leaving up to 300 staff, including high-profile presenters Mike McRoberts and Samantha Hayes, out of a job. In a statement today, Warner Bros. Discovery said it had started consultation on a “proposed remodelling and restructure of its ANZ free-to-air business in New […]
Australian Turf Club invites racing lovers across Australia to Expect It All with the launch of the latest creative campaign to highlight the racing on offer in Sydney at Rosehill Gardens and Royal Randwick. The campaign, which will officially launch ahead of this year’s Sydney Autumn Racing Carnival, highlights the wide range of incredible experiences […]
Something insane swept to New Zealand as finals approached last year. “Wahs Mania” took hold, and hope was ignited in the hearts of Kiwis who mostly didn’t usually care about League. Sadly, the Warriors didn’t make it through to the grand final, but the clubs following saw a massive increase nonetheless. Welcome back to B&T’s Spotlight […]
Avid Collective has officially announced the appointment of former Scout Publishing and Junkee Media executive Niki Jones (lead image) as its new head of enablement operations. In the newly created role, Jones will be responsible for overseeing operational activities across various arms of business with a focus on partner engagement. “Niki’s appointment comes at an […]