The Federal Government has appointed Mitchell & Partners to its master media account, replacing long-time incumbent UM. In partnership with Adcorp, Mitchells will oversee all Australian government campaign and non-campaign media expenditure from 1 July.
The Federal Government was the third biggest advertiser in 2013, spending $159 million on main media in the 12 months to December, according to Nielsen figures.
Dentsu Aegis Network chief executive Luke Littlefield said in a statement: “We are absolutely thrilled that Mitchells has been successful in pitching for the Australian Government contract.
"We are delighted that our talented team, our proven expertise and track record with Government clients, and our commitment to delivering exceptional client service have given Mitchells the opportunity to work with one of the most important and prominent clients in the country."
UM chief executive Mat Baxter told AdNews: "We're obviously disappointed, it's been a great and enduring relationship, together we've produced some brilliant work. We're sad to see them go as a client, but we wish all the best for Mitchells."
Around 45 people across the Mediabrands stable and 35 within UM work on Federal Government. Baxter said the agency was in a good position to absorb the impact of the loss having won a number of significant pieces of business recently, notably the Coca-Cola account.
"I'm not anticipating that there's going to be a significant impact on our people as a result of this decision – we're working through that right now. We've been really fortunate, we've put on significant amounts of new business over the last two years, and we're still growing."
The release
Australian Government appoints Mitchell & Partners
Mitchell & Partners has been appointed as the Master Media Agency for the Australian Government.
Mitchells, in partnership with Adcorp, will commence from 1 July 2014 overseeing all Australian Government campaign and non-campaign media expenditure.
Luke Littlefield, CEO of Mitchells’ parent company Dentsu Aegis Network, said: “We are absolutely thrilled that Mitchells has been successful in pitching for the Australian Government contract. We are delighted that our talented team; our proven expertise and track record with Government clients; and our commitment to delivering exceptional client service have given Mitchells the opportunity to work with one of the most important and prominent clients in the country.”
Kenny Stewart, CEO of Mitchells, said: “Mitchells has a proud history in working with major and complex clients and Government bodies and we are delighted to have the opportunity to assist the Australian Government in its communications and promotion of this wonderful country.”
“With this appointment, our strength in strategically-led convergent planning, our best practice tools and research models, and our proven track record with major Government clients has been recognised. We have an extremely strong leadership team in place and extensive talent within the agency across diverse communications specialities, and it’s a fantastic reflection on Mitchells that the Australian Government has confidence in our ability to handle this work.”
John Thompson, General Manager of Mitchells, said: “Our approach to develop a customised and innovative solution for the Australian Government allows Mitchells and Adcorp to deliver a full service media model covering core media activity as well as search and performance marketing, social media, creative services and econometric modelling. We have a deep appreciation of the needs of Government and look forward to bringing a new level of innovation, understanding and capability to the Australian Government media activity.”
Adcorp CEO, David Morrison said: “Our collaboration with Mitchell & Partners brings together two experts in our respective fields and we are very confident that the combined expertise of our organisations will deliver streamlined and innovative service offerings to the Australian Government.”
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