Credit: Markus Winkler via Unsplash
OMD has secured another one-year extension to its NSW Government media account, taking the contract through to September 2027, AdNews can reveal.
The account, last valued about $70 million a year, covers media planning, strategy and buying for more than 250 NSW Government campaigns a year, under a mandatory whole-of-government arrangement that requires agencies to use OMD for those services.
OMD won the account in 2022 after a two-stage tender, beating UM in the final stages, before winning the first one year extension available under the contract last year.
A Department of Customer Service spokesperson confirmed the latest extension to AdNews.
“The second one-year extension option under the agreement has been exercised by DCS,” the spokesperson said.
“This extends the contract term from October 1, 2026 to September 30, 2027.
“The all-of-government Media Agency Services (MAS) contract ensures government agencies receive consistent service and strategic advice while maximising value for taxpayers.”
The initial contract ran from October 2022 to September 2025 and consolidated a panel of five media agencies into a single supplier.
Following the initial appointment, OMD established dedicated NSW Government leadership, including separate roles overseeing the government account and behaviour change.
The extension further strengthens OMD's position in the government media market, with the agency also holding Victoria's government media account.
OMD declined to comment on the extension.
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