The WA State Government has brought in an agency village for its new Media and Creative Services Common Use Arrangement.
Carat is the major casualty, ending a long-term partnership with the WA Government as a media planning and buying agency alongside Initiative.
The new roster splits Media Strategy and Trading (Campaign) services to four agencies for the first time. These are 303 (which works in tandem with Mediahub), OMD WA and local outfits The Brand Agency and Longreach Media.
The WA Government spends north of $60 million each year and is one of the largest accounts in the Golden State.
Initiative, has been re-appointed to handle Non-Campaign Advertising, which incudes communications around recruitment, auction and tender notices, and public safety announcements.
Its scope of work has been scaled back; previously it also provided campaign planning and buying.
The new agreement will see the village take on the state’s media account for the next four years with a potential for extensions for the next decade. The work covers three key service areas: Media Strategy and Trading (Campaign), Creative Services and Non-Campaign Advertising.
The win is a coup for Omnicom, which has three agencies working on the roster: OMD, Initiative and Mediahub.
Kristiaan Kroon, CEO of Omnicom Media Australia said the combined appointments were a significant endorsement of the group’s capabilities and continued growth in WA.
“This is a fantastic result for our agencies and a strong vote of confidence in the breadth and depth of talent we have across Omnicom Oceania and Omnicom Media in WA. With the addition of MediaHub and OMD WA to the WA Government roster, alongside Initiative, we are further scaling our already significant presence in the state,” he
“We’re incredibly proud of the work our agencies have delivered for the WA Government and we are excited to take that further in this next chapter with our agencies, along with 303 and great indies like Longreach.
“This is about a more joined-up, whole-of-government approach, bringing together experienced talent, data and technology to deliver clearer, more accountable outcomes for Western Australians. It will be a step-change in how we partner with WA government to drive real impact across services, communications and community engagement.”
A great result for indies
Indie agency Longreach Media was also thrilled to make the cut. Managing director Angela Nutton told B&T: “We’re incredibly proud to be joining the WA Government’s Media and Creative Services panel. As a fully independent agency built right here in Perth, this is a huge moment for our team and a reflection of the capability we’ve built in Western Australia. We’re excited to get started on the work.
“We’re also grateful that this new panel approach has prioritised giving government departments, of all types and sizes, greater choice in who they work with. We’re looking forward to playing our part in the state’s success.”
Another agency on this roster who has a deep involvement with the state is 303.
“As a business with a long history and deep roots in Western Australia, the entire team at 303 Mediahub Perth are incredibly excited to be appointed to the WA Government CUA panel for Media Strategy and Buying. The appointment is a reflection of our ability to be agile, collaborative and apply our broad media capabilities to a variety of different campaigns and issues,” Sue Squillace, CEO Attivo Group, 303 and Mediahub expressed to us.
“As a truly integrated business that has already worked closely with the WA Government, 303 (powered by Mediahub) Perth is looking forward to extending our relationship and working closely with other agency partners. We can’t wait to get started.”
Kylie Macey, 303 and Mediahub Perth general manager mirrored this: “Given 303 was founded in Western Australia and has such a strong connection with the State, this is a significant appointment for our Perth-based team. It recognises our outstanding local media capability and our proven ability to reach and engage WA communities.
“Our focus will be on delivering effective, accountable and evidence-based media strategy and buying. Combined with our strong experience working with the WA Government across a range of campaigns and portfolios, we’re proud to be part of this important panel.”
Carat, which was recently folded under a universal dentsu brand with stablemate iProspect, had worked with the WA Government since 2013.
“We are proud of the partnership we have shared with the Western Australian Government over the past 13 years and thank them for their trust and collaboration throughout that time. We have been fortunate to contribute to some of the State’s most important and meaningful initiatives, including Family and Domestic Violence prevention, COVID‑19 recovery, Immunisation, and attracting a global workforce to consider Western Australia as their new home,” a Denstu spokesperson told B&T.
“We wish the newly appointed agencies every success and hope they experience the same sense of pride and purpose that has defined our work across these significant projects.”
Earlier in the tender process, the IMAA publicly criticised proposals that would have concentrated work among only a small number of holding company agencies and called for a broader panel approach.
It appears the WA Government has listened with a radically new approach to advertising services.
“We could not be more delighted that independent media agencies have finally gained a seat at the WA Government’s table for media services. This is a huge win and historic moment for the indie sector and the first step in what we hope other state and federal governments will follow,” the IMAA CEO Sam Buchanan said in a release shared with B&T on Monday, 22 June.
“We have been steadfast in our efforts to ensure that the WA Government, and all governments across Australia, have fair and equal representation of Australian-owned, independent media agencies when it comes to master media contracts.
“We’ve called for a more extensive, multi-agency panel approach for media strategy and trading to provide greater choice and equality for government departments and agencies, and to ensure Australian-owned independent media agencies are recognised. That call has finally been answered with Longreach Media the first indie agency on the media services CUA panel ever.”
The Brand Agency and Omnicom has been contacted for comment.
