Government kicks off $175m master media account pitch
The Australian Government has officially launched the tender for its master media account, which is set to be one of the largest media pitches of the year.
The $175m account – one of the biggest in the market – is currently held by Dentsu Mitchell.
The Federal Government has posted a tender notice to market, kicking off the widely anticipated process.
The Federal Government is seeking a media agency that will “optimise media planning and placement”, “drive efficiencies through the implementation of evidence based campaign and non-campaign policies” and “provide advice to Government in relation to information and advertising campaigns”, says the tender.
The successful tender will “secure optimal media discounts on Commonwealth-wide media rates by consolidating Government advertising expenditure and buying power” and “secure optimal media discounts on Commonwealth-wide media rates by consolidating Government advertising expenditure and buying power,” the tender states.
According to the Campaign Advertising by Australian Government Departments and Agencies report, $174.7m was spent on campaign media placement between July 2015 and June 2016.
Mitchell & Partners – which rebranded to Dentsu Mitchell in 2015 – won the Australian Government master media account in partnership with Adcorp, from incumbent agency UM in 2014.
UM held the Australian Government master media business for 11 years.
However, last year Dentsu Mitchell said it would deliver all of the non-campaign work for the Australian Government without partnering Adcorp. Adcorp then stopped delivering any advertising services one month later.
In April the Victorian Government launched its Master Media Services tender which was won by Mediacom in September. The account had previously been held by Dentsu.
In May the New South Wales government opened its tender for media agency services, which was won by UM in 2013.
The successful media agency will commence working on the account on July 1 next year.
The tender closes on December 11 at 2pm.
Abigail Dawson was Mumbrella's senior content journalist covering event content. She left Mumbrella to move into an agency role in 2020.
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Australian Government Master Media account
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The successful tender will “secure optimal media discounts on Commonwealth-wide media rates by consolidating Government advertising expenditure and buying power” and “secure optimal media discounts on Commonwealth-wide media rates by consolidating Government advertising expenditure and buying power,” the tender states.
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