There are just 57 days until Victorians head to the polls to choose their next Premier.
In the Victorian Labor Party’s quest to hold the throne, it has appointed Mindshare and Moss Group to work on its media and creative accounts, B&T can reveal.
B&T understands that Mindshare was elected by the Victorian arm in 2022 and was reinstated in March of this year.
The WPP media agency also worked with the Australian Labor Party for its 2025 federal election campaign. The agency said its geo-targeted election above-the-line work helped Anthony Albanese sweep to power in a landslide victory.
In the 2025 federal election, the Labor Party won 94 seats to the Coalition’s 43. Victoria accounted for 27 of those seats.
Sparro by Brainlabs looked after the ALP’s digital media for the Federal Election campaign. Campaign Edge led creative for the ALP’s Federal Election campaign.
Melbourne based creative agency Moss Group — led by Darren Moss — will be work on VIC Labor’s creative account.
It was also responsible for leading the creative in the last Victorian state election in 2022.
Daniel Andrews was in charge of the Party in 2022. This resulted in Labor winning Victoria for the third consecutive cycle. The Party won 56 seats to Liberal’s 18.
Moss Group and Mindshare declined to comment.
Since Victoria’s last state election in 2022, the Labor Party has undergone some significant change.
Former Premier Dan Andrews resigned in 2023 after leading the state through its punishing COVID lockdown.
Jacinta Allan took over from Andres before stepping down herself on 27 July after losing the confidence of the majority of her party amid plummeting popularity poll results.
Now-Premier Ben Carroll will take to the ballet box. He has said he is “fighting for working people on the issues that matter most”.
He is up against Jess Wilson’s Liberal Party. B&T revealed the media is being handled by Atomic 212.
B&T has contacted Carroll’s office for comment.
