Sam Buchanan. Credit: IMAA
The Independent Media Agencies of Australia (IMAA) has cautiously welcomed changes to the Western Australian Government’s $60 million media tender, but says the revised criteria fall short of ensuring local economic return.
The new whole-of-government media tender, first reported by AdNews, includes a clause requiring agencies to demonstrate how their work will benefit the WA economy and community.
The clause accounts for 20% of the overall evaluation score. However, the IMAA says it omits one key point: where the profits end up.
Shortly after the announced overhaul, the government put its account out to tender, AdNews revealed.
IMAA CEO, Sam Buchanan, said Western Australia’s new tender approach was a step in the right direction, but one key element is missing.
“The IMAA and its West Australian members are broadly supportive of the tender changes the government has implemented; however, we believe there is one critical point missing,” he said.
“While it is commendable to require agencies to demonstrate how their work would benefit the WA economy and community, it neglects to ask how profits will be reinvested.
“This is key, as only independent media agencies’ profits remain in Australia to help support local economies and are not sent offshore.”
The revised tender replaces the existing Common Use Arrangement (CUA), which has been criticised for limited agency participation, a lack of transparency, and perceived media bias.
The new CUA will cover strategy, planning, buying and creative, across campaign and non-campaign activity.
Under the new model, the two-agency limit on panel participants has been lifted, but the IMAA says clarity is still lacking.
“In addition, the new tender lifts the limit on panel participants from just two agencies, but it’s still unclear as to how many will ultimately be allowed on the panel,” Buchanan said.
“Additionally, the previous buying rules for agencies outside of the CUA also seems to have been removed, but there’s no clarity around what this means.
“We are still optimistic that the changes to the tender will provide a greater seat at the table for the local independent media agency sector, and we will continue to consult the WA Government.
“We’ve been calling for a more extensive, multi-agency panel approach for media strategy and trading, to provide greater choice and equality for government departments and agencies and to ensure Australian-owned independent media agencies are recognised.
Buchana believes this model would be a win-win for everyone.
“For the government departments that have been calling for more choice, expertise and value from their partner agencies; for the local independent media agencies that can deliver the skill, service, local knowledge and customised solutions required and for the Western Australian economy and the local jobs the indie sector provides,” he said.
The Western Australia Government is expected to award the new contract before its current arrangement with incumbent agencies Carat and Initiative ends later this year.
Submissions close Friday, September 19.
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