Credit: Tyler Duston via Unsplash
Opera Australia has gone to market to find a new agency to handle paid media across digital and traditional channels, AdNews can reveal.
The tender is for a retained media agency to plan, buy and optimise paid media investment across digital and traditional channels.
The process appears to be a select tender, with the confidentiality deed confirming agencies have been invited to respond rather than the RFP being open to the full market.
The appointed agency will work with Opera Australia's marketing and communications team across paid search, paid social, programmatic, video, out-of-home, audio, print and partnerships, alongside performance analytics and innovation.
The brief covers both short-term revenue delivery, ticket sales and ROI, and longer-term goals around audience growth, brand development and capability building.
Opera Australia describes the brief as spanning a multi-product environment, with campaigns covering major seasonal productions, large-scale events and national audiences.
A meaningful annual media investment sits behind the RFP, though no budget figure has been disclosed.
The retained model signals Opera Australia wants an ongoing strategic relationship, with the agency expected to work alongside the internal marketing function rather than operate at arm's length.
Agencies will also be required to sign a confidentiality deed before receiving the brief, with Opera Australia attaching strict legal conditions to participation.
The deed reserves the right to seek injunctions for any breach, not just damages, a more aggressive position than standard NDA terms. Agencies that don't win the business remain bound by the confidentiality obligations after submission.
The tender closes June 19.
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