Vic Govt confirms ZO and Mitchells

By By David Blight | 3 September 2012
Tourism Victoria "Play Melbourne" campaign by Publicis Mojo.

The Victorian Government has confirmed ZenithOptimedia and Mitchell & Partners have retained the $80 million Victorian Government media account, as first reported by AdNews in July.

AdNews first broke the story some weeks ago, suggesting the campaign element of the account had remained within Aegis while the non-campaign element had stayed with ZenithOptimedia.

At the time, the Victorian Government would not confirm the appointment, but has now officially stated the two incumbents have kept the account.

The appointments follow a three-way pitch process which also included Mediabrands-owned UM.

Mitchell & Partners first took the business from ZenithOptimedia in 2006. ZenithOptimedia had taken the recruitment account from HMA Blaze in the same year.

The Victorian Government spent an estimated $80.5 million on main media in the year to April 2012, down from $94.9 million in the prior period, according to Nielsen.

In 2011, the government was the 8th largest advertiser in the country.

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