Independent media agencies could soon get a shot at the NSW Government’s estimated $80 million master media account, with a new tender opening the door for single independent agencies or consortia to compete for the business.
The move has been welcomed by Independent Media Agencies Australia (IMAA), which has spent five years lobbying for greater representation of Australian-owned independent agencies across government media accounts.
The NSW Government’s request for tender is seeking a media planning and buying partner to manage its diverse government advertising needs, with the process placing an emphasis on value for money, cost transparency and efficient use of public funds.
Importantly, the tender does not restrict the account to a single agency, leaving the door open for alternative delivery models, including a multi-agency panel.
The tender states the government is seeking a “streamlined, efficient and cost-effective solution”, with the successful provider required to demonstrate appropriate resourcing, strong internal systems and the ability to manage high campaign volumes and fast turnaround times.
For the independent sector, the opportunity represents a potential shift in how government media business is allocated, with the IMAA arguing that locally owned agencies can bring greater transparency, senior expertise and specialist capabilities to the table.
IMAA CEO Sam Buchanan said the organisation welcomed the government’s openness to including independent agencies in the process.
“The NSW Government procurement process emphasises value for money and efficient use of public funds, not simply the lowest fee,” Buchanan said.
“Agencies must disclose costs throughout the media supply chain, maintain auditable records, and avoid principal media trading for government work. This is what the independent sector does best – we offer agility, senior expertise, staffing tenure, and technology skills as well as cost transparency and efficiency.”
The IMAA has previously pointed to its advocacy efforts in Western Australia, where changes to the state government’s media arrangements resulted in a five-agency panel model that included an independent media agency for the first time.
The organisation now hopes NSW will follow a similar path, and plans to make a formal submission outlining the outcomes and approach it wants to see from the tender.
Buchanan said the opportunity could help level the playing field while directing more government investment towards Australian-owned businesses.
The NSW Government tender closes on 27 November.
