Australian Government returns master media account to UM

UM has won one of the biggest media accounts in the country, securing the Australian Government’s master media account, according to The Australian.

The Australian Government officially kicked off its tender process in November last year, with the account previously held by Dentsu Mitchell, (now Dentsu X).

The agency, at the time known as Mitchell & Partners, won the account in 2014 in partnership with AdCorp.

In 2016, Dentsu Mitchell said it would deliver all of the non-campaign work for the Australian Government without partnering with Adcorp.

Adcorp then stopped delivering any advertising services one month later.

UM’s win means the media account, worth between $150m and $175m, is returning to its previous 11-year home.

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.


In February, UM also won the $23m AGL media account seven months after Fiona Johnston became the CEO, replacing Ross Raeburm.

UM declined to comment while Mumbrella has approached the department of finance for comment.


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