Work Safe Victoria seeks creative agency

Victoria’s work cover authority, Work Safe, is in the process of appointing a creative agency.

The government department put a request for tenders to market last month, saying the agency must be full-service and have an office in Victoria. Price, the tender documents say, will not be scored or weighted as part of the process.

Work Safe said it defines full-service as “an advertising agency that offers complete and integrated advertising services in-house, instead of specialising in only one area of advertising expertise. This includes strategic planning, creative development and production for all above-the-line advertising, including paid digital media”.

The account currently sits with McCann.

The work up for grabs include creative agency services, graphic design, social media strategy and market analysis. Work Safe is offering a four-year contract, commencing on 1 July next year, with the possibility to extend by two years. The arrangement would be non-exclusive.

“The service provider/s will be expected to deliver a transformative and sustainable approach to all campaigns which builds on behavioural and attitudinal change principles,” Work Safe said.

Nielsen Ad Intel reports the estimated ad spend from January 2019 to December 2019 for Work Safe was $4.6m.

Tender responses are being evaluated in January, with a shortlisting to occur from 20 to 22 January. Pitching will take place from 10 to 14 February, and a recommendation will be made in April or May of next year.


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