Sam Buchanan. Credit: IMAA
Independent Media Agencies Australia (IMAA) has welcomed Queensland’s updated procurement policy, saying it opens more room for indie agencies to compete for government advertising work.
The state’s 2026 Procurement Policy requires government buyers to invite at least one Queensland supplier, small business or regional enterprise to every procurement process.
It also sets a 30% participation target for local businesses. Departments will be able to contract advertising and marketing suppliers for work up to $500,000 without a competitive tender if they complete a Queensland Government Innovation Challenge.
For contracts above $500,000, suppliers must show broader economic or social benefits, including local job creation.
Departments will also be allowed to talk with agencies ahead of formal RFPs about upcoming campaigns. Queensland suppliers are defined as agencies with an ABN registered in the state and staff working within 250km of the agency’s base.
IMAA chief executive Sam Buchanan said the changes make it easier for Australian-owned businesses to win government work.
“This procurement overhaul is a real Christmas gift to Queensland’s small and independent businesses,” Buchanan said.
“By putting local, family and regionally owned companies at the doorstep of the state government's annual spend and trimming paperwork dramatically, the new policy gives our member agencies and the many talented Queensland businesses, a genuine chance to compete for a share of government ad spend.”
Buchanan said there were still some unknowns, such as the impact of remote working on eligibility and how the Innovation Challenge process will play out in different regions.
“But with just a small hand up, many of the great Queensland businesses already doing fantastic day-to-day work can help the government spend more wisely and reinvest those dollars in our communities rather than sending them interstate or overseas,” he said.
The state changes follow a federal shift last month requiring agencies pitching for direct contracts worth $10,000 to $125,000 to be at least 50% Australian-owned.
The IMAA has long pushed for independents to be included more broadly in government master media arrangements.
“We’re optimistic that these new rules will finally open the door for independent media agencies across the country to play a bigger role, and rightly so, in government contracts,” Buchanan said.
“We will continue to call on all levels of government to provide more opportunities for the independent media agency sector.”
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