SA Govt appoints Carat, Wavemaker and Reprise to $36.4m media panel

Josh McDonnell
By Josh McDonnell | 14 February 2019
South Australia

The South Australian Government has appointed Carat Adelaide, Wavemaker and Reprise to its media panel, following a detailed tender process. 

All South Australian government departments and agencies are required to plan and book their media advertising through the Master Media Agency (MMA) arrangement.

The State Government’s expenditure on media advertising for 2017-18 was $36.4 million. This represents a $0.7 million increase in expenditure year on year.

The panel will work with government clients on all activity outside of functional / non-campaign media, giving each agency the opportunity to work on the South Australian Government’s brand media campaigns.

Wavemaker retains its position on the panel, as it previously worked with the SA Government from 2010, prior to the merger with MEC. The appointment of Carat and Reprise is a first for each agency.

"We have had a long and successful relationship with the South Australian Government, and a competitive pitch is always a good opportunity to demonstrate to a client that we are the best agency in the market to help them tackle the growing challenges in a changing landscape," Wavemaker CEO Peter Vogel said on the retention.

Wavemaker's relationship with the government spans more than eight years, when MEC was first appointed to the panel in 2010, winning the functional advertising portion of the account in 2015.

The appointment for Carat Adelaide is the first major win for the Denstu Aegis Network-owned agency in 2019, following a difficult previous 12 months for the agency overall, after losing key accounts across the business.

Recently appointed Carat ANZ managing director Simon Williams said the agency's "new world" approach to performance will continue to drive progressive client partnerships.

“The South Australian Government was looking for future-focused media partners who would work collaboratively with government clients. Carat is a business focused on delivering innovative solutions for our clients and working alongside them to achieve their marketing goals," Carat Adelaide managing director Vikki Friscic said.

This marks the second key appointment for Reprise Australia in 2019, closely following the announcement of its appointment to agency of record for Monash University.

The Reprise team put forward an integrated offering to service the government account in collaboration with media agency UM, which has extensive government experience working with both the Australian Government and NSW Government.

“We are incredibly excited to partner with a progressive and people focused organisation like the South Australian Government," Reprise Melbourne, Perth and Adelaide boss Jasmin Donnellan said.

"The opportunity to scale the breadth & depth of our digital expertise within the SA market, while simultaneously providing economic, social and reputational benefits, is one we take very seriously.” 

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