UM confirms Australian Government master media account win
Mediabrands Australia’s Universal McCann – otherwise known as UM – has been chosen to serve as the Australian Government’s ongoing Master Media Agency, wrapping up a six-month pitch process.
The news solidifies the international media agency’s six-year partnership with the Government, having won its media account in 2018 and retained its contract in May 2021.
The agency’s work will cover media buying, planning and strategy for each of the Government’s media channels.
Unless a new contract comes into effect, UM and the Australian Government’s new partnership will come into play this October and cover a four-year tenure.
The decision to extend the partnership by another four years is optional.
“There is no greater accolade than being reappointed to the Australian Government master media contract,” said Brett Elliott, UM’s managing director, government.
“We know from experience that it takes broad and deep capabilities, purpose-built technology and the right culture and respect to meet the complex advertising needs of government.
“More than anything, this win is due to the team of stars we have working at UM, from graduates through to seasoned operators who truly understand the nuances of government communications best practice.
“That expertise has been reflected in the incredible work we have always delivered; being reappointed to the account provides an exciting opportunity to further build on our shared successes.”
UM’s work with the Australian Government spans several watershed moments for the country, such as a national census, the COVID-19 pandemic, “the first referendum in over 20 years”, and two federal elections.
Anathea Ruys, UM’s chief executive officer, expressed her excitement at the continuing working partnership, saying that working with one of the highest authoritative bodies in the land is a “privilege” and “responsibility”.
“I’m delighted UM and its team get to continue the great work we have delivered for the Australian Government over the last 6 years following the rigorous 6-month pitch process,” Ruys said.
“Working with the Australian Government is a privilege. It is also a responsibility which we take very seriously knowing the campaigns we create, from awareness through to behavioural change, really do save lives and help improve the country every day.”
As the Australian Government leverages a master media contract, the decision to renew its contract with UM will see the agency “operate as a single, best in market media partner”.
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Matthew is the editorial assistant at Mumbrella. He joined the company at the end of September 2023.
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Well deserved….outstanding work continues x
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Dissapointing
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A shame the Government couldn’t find a way to support Australian Indies but huge congratulations must go to the team at UM.
A phenomenal achievement!
Never easy winning/ defending a $200 million account.
Disappointing**
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