The NSW Government’s media account is up for tender, B&T can reveal. The Government is seeking an agency to handle its media strategy, planning, buying and related services.
OMD is the NSW Government’s current media agency, with its contract due to expire in September 2027.
The account is currently at stage one Request for Tender (RFT) stage, which closes on 27 November 2026. A shortlist is expected in January 2027 with the second stage of the RFT kicking off in February.
The NSW Government spent $79.5 million in advertising in FY25, and has usually spent around the $80 million mark in recent years.
OMD first won the account in 2022 following a rigorous two-stage tender process across a 12 month period. The contract consolidated an existing panel of five media agencies into a single supplier. As a result it was expected to save NSW taxpayers more than $100 million across three years.
B&T understands OMD has built a strong relationship with the NSW Government and will be defending the account. OMD also works with the Western Australian and Victorian Governments.
The NSW Government has set strict criteria around principal trading, stating that the media agency must act solely in the NSW Government’s interests unless previously agreed.
The agency who gets appointed must be “fit for purpose media planning and buying service to meet a wide range of government advertising needs and deliver inclusive, effective, insight-led campaigns”.
The RFT document said: “It must have appropriate resourcing with an efficient cost structure across all services while safeguarding high transparency for all advertising transactions, leverage technology and industry advancements to enhance services while maintaining a stakeholder-focused, scalable service model and harness operational excellence via strong internal systems and processes to support high campaign volumes and fast turnaround times.”
