Initiative wins Western Australia Government’s media account services contract

IPG’s Initiative has won a key part of the Western Australian Government’s $60m media account, becoming the sole agency for its non-campaign services and joining the incumbent, Carat, on the State Government’s campaign agency roster.

Previously the non-campaign component of the WA government’s spending was held by AdCorp. On the campaign roster, Initiative was successful and replaced incumbent OMD.

A WA Department of Finance spokesperson told Mumbrella: “The Department of Finance is pleased to announce that first-time Government supplier, Initiative, and incumbent Carat have been awarded the Media Booking, Buying and Planning Common Use Arrangement.

“The contract will commence on 1 July 2018 and includes the booking, buying and planning of advertising across all State Government Departments.

“Initiative and Carat were selected as both organisations deliver the best value for money for WA taxpayers.

“This Common Use arrangement provides significant savings to the WA taxpayer through negotiation of competitive rates, discounts and other advertising benefits.”

Initiative will handle the Western Australian Government’s media strategy, media buying, channel planning and other media assignments with the Perth office is expected to expand to cater for the new account win.

Luke O’Sullivan, head of Initiative Perth, said in a statement: “We are naturally thrilled with this win, but we do not underestimate the importance of the tasks at hand in Government communications. We will ensure the agency continues to deliver the most efficient and effective media performance in the market.”

Melissa Fein, CEO of Initiative Australia, added: “Luke and the Perth team are proving to be one of the finest media teams in Australia. To be selected by the Government of WA to such a key communications portfolio further galvanises our commitment to deliver the highest measures of efficiency and effectiveness.”

The win comes six months after Initiative Perth’s managing director, Clive Bingwa, departed the agency to join Nine Perth.

O’Sullivan replaced Bingwa alongside colleague Judi van Omme.

Carat CEO, Paul Brooks, said of the agency retaining its position on the WA government’s roster: “This is a fantastic win for Carat – testament to the trusted working relationship our Perth team has established with the WA Government over the last five years.

“As a client, they have an enormous appetite for a progressive agency offering. I’m proud that Carat’s breadth of capabilities and expertise continues to evolve at a pace that sees us holding off the competition on this prestigious account.”


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