Mediacom wins Victorian government media account

GroupM’s Mediacom has won the Victorian government’s $75m media account from incumbent Dentsu Mitchell after a tender kicked off in April, Mumbrella understands.

The Victorian government spent $74.9m on advertising in 2015/2016 – a decrease of 25% compared to the $100m average expenditure between 2010/2011 and 2013/2014.

The win covers key government departments including the Transport Accident Commission and Worksafe Victoria.

Victorian government advertising spending over time Source: Victorian government advertising plan 2016-17

Dentsu Mitchell won the 2012 tender, after a review which lasted almost one year, and ZenithOptimedia retained a portion of the business including handling tenders and road closure notices.

Mumbrella understands Mediacom will take over all elements of the account before the end of the year.

Source: Victorian government advertising plan 2016-17

Mediacom declined to comment on the win, but in his daily industry email update  this morning, the agency’s head of systems and automation Alex Kirk said: “Some good news at work yesterday led to some hearty celebrating last night.”

In its 2016/2017 Advertising Plan, the Victorian government said it required rigorous media planning, which was good value.

“Victorian government agencies have proven themselves, on many occasions, to be world leaders in advertising in areas such as road safety, workplace health and tourism promotion. However, we know that Victorians also expect advertising to be used appropriately, efficiently and with the necessary level of accountability.

“To this end, the government has established a rigorous centralised planning, approval and evaluation process to ensure that government advertising campaigns focus on priority areas and are fully planned, well executed and properly evaluated. We are determined to ensure that all government advertising is effective and represents good value,” the report said.

The NSW government also ran a tender for its media services earlier this year, after UM won the account in 2013 from Mediacom. The results of the NSW tender are yet to be announced.


Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.



Sign up to our free daily update to get the latest in media and marketing.