Credit: Markus Winkler via Unsplash
OMD has extended its Media Agency Services contract with the NSW Government to September this year, AdNews can reveal.
The Department of Customer Service exercised the first of two 12-month extension options in October last year based on OMD's performance and cost efficiency across key channels during the initial three-year contract period.
OMD won the account in July 2022 following a two-stage tender process.
The initial contract ran from October 2022 to September 2025, consolidating what had been a panel of five media agencies into a single supplier arrangement.
The Media Agency Services contract is a mandatory whole-of-government arrangement, requiring all NSW Government agencies to use OMD for media planning and buying services.
The agency will continue to handle media planning, strategy and buying services for more than 250 NSW Government campaigns annually.
The initial contract, valued at approximately $70 million per year, handled media services for more than 250 NSW Government campaigns annually, including for COVID-19 and influenza vaccinations, health advice, government services and cost of living support programs such as Savings Finder
At the time of the 2022 award, the NSW Government said the consolidation would save taxpayers more than $100 million across three years through aggregated media buying power and centralised campaign management.
OMD beat UM in the final stages of the 2022 pitch.
OMD holds master media accounts with both the Victorian and NSW governments, making it the dominant player in state government media across Australia's two largest markets.
A second 12-month extension option remains available, which if exercised would extend the contract through to September 2027.
Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at adnews@yaffa.com.au
Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.