Credit: Pawel Czerwinski via Unsplash
The NSW Department of Premier and Cabinet has reopened applications for its Advertising and Digital Communications Services pre-qualification scheme, AdNews can reveal.
The refreshed panel supports the Strategic Communications and Events branch and covers up to eleven areas including branding and strategy, market research, digital and content development, video production, app and web development and Indigenous and multicultural communications.
Media planning and buying are excluded and continue to be overseen by the NSW Government’s separate media agency services contract, currently held by Omnicom Media Group until September this year.
Applications for inclusion will be open until April 30, 2028.
Suppliers can nominate for up to three capability categories and must submit two recent case studies, three client references and a rate card with fixed pricing for the first two years.
Successful applicants will be pre-qualified to respond to briefs from NSW Government departments and agencies, either through competitive quoting or direct engagement under the scheme’s commercial framework.
Pre-qualification streamlines access to government contracts and removes barriers typically associated with fragmented procurement across departments, making the scheme the primary channel where public sector communications are now commissioned in NSW.
The updated scheme is expected to attract strong interest from both incumbent and independent agencies, with increased competition likely given the growing number of suppliers seeking to diversify income streams.
Agencies with capabilities in digital accessibility, content marketing, and culturally responsive communications are likely to be well-positioned under the refreshed model, which places an increased emphasis on inclusive and contemporary service delivery.
Independent Media Agencies of Australia (IMAA) CEO Sam Buchanan said independent agencies should be applying and are well-placed to deliver on the government’s objectives.
“Indies bring exceptional value, creativity, agility, and deep client investment, as well as diversity of thought,” Buchanan said.
“This isn’t about seeking special treatment. It’s about ensuring fair access and acknowledging the importance of Australian-owned businesses in today’s economic and geopolitical environment.”
Buchanan welcomed the broader momentum in support of local suppliers and called for procurement processes that include clear weighting for local ownership, capability and value delivery.
“A master media contract populated with pre-qualified agencies is a preferred model, one that allows flexibility while ensuring quality and accountability,” he said.
“No agency deserves a free pass, but independent agencies deserve the opportunity to compete, and unfortunately, we have not consistently seen that opportunity provided in the past.”
The application process is managed through Buy.NSW and requires registration via the platform.
Agencies already participating in the scheme are encouraged to review their capability listings and ensure supporting documentation is up to date.
The refresh aims to expand and diversify the supplier base while maintaining a focus on results-driven communications tailored to NSW’s diverse communities.
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