EXCLUSIVE: The federal government has appointed George Patterson Y&R Melbourne for its $20 million national broadband network campaign.
GPY&R is working for the Department of Broadband, Communications and the Digital Economy, not the NBN Co, whose advertising is handled by Leo Burnett Sydney, as revealed exclusively by AdNews.
The cost of the campaign is $20 million, which was outlined in the budget papers released last week. GPY&R's contract with the department is worth $2.6 million according to a public notice on Aus Tender.
A spokesperson for the Minister for Broadband, Communications and the Digital Economy told AdNews: “The campaign costs $20 million. It includes television, print, radio and online advertising undertaken by George Patterson Y&R, as well as community engagement, website, and call centre activity.
“Its purpose is to ensure that the campaign is seen by as many people as possible and that these communities are informed about the NBN and have accurate knowledge about where to get further information.”
The campaign is focused on informing those living in regional and rural areas about the NBN. Previously, Clemenger BBDO Melbourne worked with the department on NBN-related advertising.
Two months ago a department spokesperson said there was a difference between advertising from the department and NBN Co. She said: “The purpose of the Department’s communication on NBN differs from NBN Co’s, in that it focuses on the government’s policy settings, while NBN Co focuses on implementation and what people will need to do to connect.”
GPY&R could not be reached for comment. UM is the government's master media buying agency.
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