Credit: mostafa meraji on Unsplash
The Western Australian Government is putting its media account to tender from the end of this month, part of a broader overhaul of its media buying model, AdNews can reveal.
A Department of Treasury and Finance spokesperson confirmed the new open tender will replace the current Common Use Arrangement (CUA) for media booking, buying and planning services.
The new whole-of-government CUA will cover multiple categories including media strategy, planning, trading, and creative services, spanning both campaign and non-campaign activity.
The revised scope and structure of the account reflect recent stakeholder consultation.
The overhaul follows criticism over lack of transparency, media bias concerns and limited SME participation under the previous model.
Incumbent agencies Carat and Initiative have been operating under a 12-month contract extension approved in July 2024.
As AdNews previously reported, the state government has moved to a more centralised approach with the Media Buying Implementation Unit (MBIU) now overseeing contract delivery, aimed at improving value-for-money and strategic consistency across government campaigns.
While the current arrangement remains in place until late 2025, the government is expected to finalise the tender and appoint successful agencies well before then, with the new model taking effect within weeks of the tender’s conclusion.
The state government’s master media contract is estimated to be worth $60 million a year.
Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at adnews@yaffa.com.au
Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.