Credit: James R via Unsplash
A government-mandated secondary procurement process is being planned for the South Australian Tourism Commission’s media account, while the tourism body is also considering taking its creative account to market in November, AdNews can reveal.
SATC confirmed to AdNews that a secondary procurement process is in planning for media buying services within the South Australian Government’s Master Media Panel framework.
Under SA Government policy, agencies are required to use the Government Master Media Panel for media strategy, planning, buying and management services.
Carat SA, now operating under dentsu’s consolidated media structure, currently holds the media account, having extended its partnership with SATC for a fourth consecutive year in 2025.
On creative, it is considering taking the account to market in November 2026.
Frame Creative is the current incumbent on the creative account, having developed SATC's destination platform "Celebrate the Simple Pleasures" and its most recent winter campaign, "The Simple Pleasures Guide to Winter."
The creative account has seen significant structural change in recent years.
TBWA Australia was appointed SATC’s lead global agency for creative services in 2018, replacing long-time incumbent KWP in a contract then valued at approximately $4.95 million.
SATC has since moved to a multi-agency panel model.
The South Australian Government formalised a six-agency creative services panel in April 2023, comprising Frame Creative, Kojo Studios, Simple Integrated Marketing, Showpony, Nation Creative and Fuller Brand Communication.
The process would see incumbent Carat SA, now operating under dentsu’s consolidated media structure, compete against other panel-approved agencies for the account.
No start date has been confirmed.
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