IMAA CEO Sam Buchanan said the changes would narrow competition and limit flexibility.
The Independent Media Agencies of Australia (IMAA) has called on the WA Government to scrap proposed changes to its Media and Creative Services Common Use Agreement (CUA), warning the move would restrict local independent agencies.
The proposed amendments would make media strategy and planning mandatory under the CUA, with only two media agencies appointed to handle all media strategy and buying.
These services are currently non-compulsory, allowing departments to engage providers outside the CUA.
IMAA CEO Sam Buchanan said the changes would narrow competition and limit flexibility.
“We are calling on the WA Government to ditch its proposed changes to the CUA, and to implement a more extensive, multi-panel approach for media strategy and trading, to ensure greater choice and equality for government departments and media agencies,” said Buchanan.
“Several departments have voiced their frustration with the current master media agency agreement, based on lack of service, expertise and value from the CUA providers. By including media strategy and planning as part of the compulsory CUA, these frustrations would only be exacerbated.
“These departments want more choice, not less, and this proposal fails to recognise the reality of government advertising and the need for flexibility and diversity in media agency appointment.”
Buchanan said retaining the existing framework would continue to support departmental needs while preserving opportunities for independent, WA-based agencies.
“We look forward to working with the WA Government on a solution that maximises opportunities and levels the playing field for WA-owned media agencies, keeping dollars in Australia and supporting the local economy, particularly in light of recent US-led tariff changes.”
The IMAA's appeal follows previous lobbying efforts to have independent Australian agencies included on the government’s preferred supplier list.
The state has used two multinational agencies to manage its $60 million media account since 2018. The contract is now open for tender, in line with a broader federal overhaul of government media buying.
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