Credit: Australia Post
Australia Post is reviewing its media buying account, putting the business into pitch and creating an opening for agencies in the local market, AdNews can reveal.
An Australia Post spokesperson confirmed the government-owned organisation has started a formal Request for Proposal (RFP) process as part of its governance and procurement cycle, with a decision yet to be made.
Wavemaker is the incumbent and has held the account for seven years, having won the account in July 2019 following a competitive pitch.
The agency succeeded dentsu, which had held the brief from 2014, having originally won it from UM.
When last under review in 2019 the Australia Post account was estimated to be worth $15 million in billings.
The review puts a high-profile account into play.
Australia Post remains a consistent advertiser across brand and retail, making the outcome relevant for agencies tracking billings, client movement and market share.
The process comes as the business continues brand investment.
Australia Post's most recent campaign, the brand's largest to date, spotlighting all 2,655 Australian postcodes across film, out-of-home, digital and social, was produced by an agency village including Droga5 ANZ (part of Accenture Song), BRX, Keep Left, Thinkerbell and Wavemaker.
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