Liberal Party seeks creative agencies as Federal election campaign looms

The first steps towards a Federal election have been taken with the Liberal Party calling for expressions of interest from creative agencies ahead of the next federal election due before the end of 2019.

A Liberal Party spokesperson told Mumbrella: “Since 1996, the federal Liberal Party has worked with a hybrid creative team which, over the years, has comprised a number of outstanding advertising professionals. For the next election, we’re open to working with either an agency, or a hybrid team.”

According to ad analytics company Ebiquity, the Liberal Party spent over $6 million in advertising for the 2016 election. The Labor Party’s spending was an estimated $4.7 million.

When asked about whether global agencies would be considered, the spokesperson replied: “Relevant global experience might be considered, but our creative team will obviously need to have a clear understanding of Australia and Australians.”

The deadline for expressions of interest is March 23 with qualifying agencies being invited to pitch afterwards.

Mumbrella has contacted the Labor, National and Green parties for comment on their plans to engage creative and other agencies for the upcoming election campaign.

The Liberal Party’s full announcement is below;

Expressions of interest for a new creative team

The Liberal Party of Australia (Federal Secretariat) is calling for expressions of interest from advertisers to be part of its campaign team for the next federal election, due in 2019.

The next election will be critical for Australia’s future. We are looking for a creative team to help us highlight the positive achievements and plans of the Turnbull Government and the risks posed by the alternative.

The Liberal Party Federal Secretariat has worked with some outstanding advertising professionals in recent years, but the time is right to review our options. We are open to working with a new agency, or a hybrid team, as we have in past campaigns.

The creative team will need to understand political advertising is different to product advertising. They will need to work collaboratively in a high-pressure campaign environment and share our determination to ensure the re-election of the Turnbull Government.

Interested advertisers are asked to submit a credentials document and a brief statement explaining why they might be the right partner and how they might approach this assignment.

There will be a subsequent pitch process for those suitably qualified. Expressions of interest should be sent to by Friday, March 23.


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