Credit: Nathan Hurst via Unsplash
The Western Australian Government has overhauled its media arrangements, handing five agencies a new panel, including independent Longreach Media.
The panel covers media bookings, buying and planning for government accounts including the Department of Premier & Cabinet, Lotteries Commission, Road Safety Commission and WA Tourism.
303, OMD WA, The Brand Agency and Longreach Media will share Media Strategy and Trading (Campaign) services while Initiative takes on Non-Campaign Advertising.
The arrangement will run from July 1 to June 30, 2030, with an option to extend to 2036.
A WA Government spokesperson confirmed to AdNews he four agencies were appointed to Category A, while Initiative was appointed to Category C.
The spokesperson said the evaluation of creative services is ongoing, with outcomes to be published on Tenders WA once finalised.
The IMAA has lobbied the WA Government for the change, pushing for a multi-agency panel to give departments more choice.
IMAA chief executive Sam Buchanan said the appointment was a historic moment for independent agencies.
"We could not be more delighted that independent media agencies have finally gained a seat at the WA Government's table for media services," Buchanan said.
"This is a huge win and historic moment for the indie sector and the first step in what we hope other state and federal governments will follow."
The spokesperson said the strong engagement from WA's advertising and creative industries on the CUA had helped inform its final design, with the spokesperson noting the evaluation also factored in agency operational needs, value-for-money considerations and broader government priorities.
The evaluation assessed offers against the CUA's requirements and strategic objectives, with the aim of ensuring value for money through a transparent and accountable procurement framework while giving WA Government agencies access to a diverse range of high-quality suppliers.
The spokesperson added that the process was underpinned by a focus on achieving the CUA's strategic objectives alongside probity and fairness requirements.
Longreach Media managing director Angela Nutton said the appointment was a reflection of the agency's growth.
"We're incredibly proud to be joining the WA Government's Media and Creative Services panel," Nutton said.
"As a fully independent agency built right here in Perth, this is a huge moment for our team and a reflection of the capability we've built in Western Australia."
Sue Squillace, chief executive of Attivo Group, 303 and Mediahub, said the agency's long history in the state underpinned the win.
"As a business with a long history and deep roots in Western Australia, the entire team at 303 Mediahub Perth are incredibly excited to be appointed to the WA Government CUA panel for Media Strategy and Buying," Squillace said.
303 and Mediahub Perth general manager Kylie Macey said the appointment recognised the agency's local media capability, with chief strategy officer Matt Oakley adding the panel spot would let 303 extend its behaviour change work into full media placement.
OMD WA also joins the campaign panel, with Jodie Traynor leading its government team.
The agency has added clients including Cancer Council WA and the Mental Health Commission over the past year.
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