SA Government assigns Carat Adelaide, Reprise and Wavemaker to media account

The South Australian Government has appointed Carat Adelaide, Reprise and Wavemaker to its master media account.

The appointments will see the three agencies on a roster managing the SA Government’s media planning and buying for brand campaigns.

The SA government account is worth approximately $30m

Meanwhile, Wavemaker will be the sole supplier of functional advertising services and master media negotiations and reporting.

MEC, which merged with Maxus in November 2017 to become Wavemaker, was the incumbent agency.

Vikki Friscic, managing director at Carat Adelaide, said the tender process was thorough and extensive.

“The South Australian Government was looking for future-focused media partners who would work collaboratively with government clients. Carat is a business focused on delivering innovative solutions for our clients and working alongside them to achieve their marketing goals.

“We cannot wait to start work with government clients, and are passionate about delivering the best results possible for the people of South Australia.”

Simon Williams, managing director at Carat Australia and New Zealand, added: “Through this extensive process, the team were fixated on disrupting legacy practices and consistently challenging ourselves to do things better and with difference.

“It is this new world approach to performance that will continue to drive progressive client partnerships. We are looking forward to announcing a couple of other client wins in the coming weeks.”

Matt Hofmeyer, MD of Wavemaker Adelaide, said the team worked hard to evolve its services.

Peter Vogel, Wavemaker CEO, added: “We have had a long and successful relationship with the South Australian Government, and a competitive pitch is always a good opportunity to demonstrate to a client that we are the best agency in the market to help them tackle the growing challenges in a changing landscape.

“We will apply all of Wavemaker’s strengths in media, content and technology to help the SA Government unlock new opportunities and achieve its goals.”

IPG Mediabrands’s Reprise has also been added to the roster.

“We are incredibly excited to partner with a progressive and people focused organisation like the South Australian Government. The opportunity to scale the breadth & depth of our digital expertise within the SA market, while simultaneously providing economic, social and reputational benefits, is one we take very seriously,” head of Reprise Melbourne, Perth and Adelaide, Jasmin Donnellan, said.

Dr. Grace Liu, CEO Reprise Australia, added: “A progressive government requires a progressive approach. We strongly believe that the digitally led thinking of the Reprise/UM partnership is a timely and strategic fit for Government of South Australia, as well as an opportunity for us to extend our remit to service all of State.

“The symbiotic partnership between Reprise & UM provides a deep understanding and respect for our audiences, while also driving consumer curiosity and lasting change.”

The appointment comes 10 months after SA Tourism assigned TBWA to its $4.9m creative account and seven months after Defence South Australia put its creative account out to tender.

Five months prior to the win, Carat’s CEO Paul Brooks resigned from the agency.


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