The new CUA will reflect the evolving needs of state government agencies and approved buyers. Credit Scott Graham via Unsplash
The Western Australia Government is preparing to overhaul its buying process for media and creative services, AdNews can reveal.
The state has historically operated a Common Use Arrangement (CUA) as a centralised purchasing process for its agencies.
The new whole-of-government CUA will cross multiple categories, including media strategy, planning, trading and creative services across both campaign and non-campaign activity.
Carat and Initiative currently hold contracts with the WA Government, which are due to expire after a 12 month extension was approved in July, 2024.
“The department of treasury and finance recently invited industry comment on the proposed tender documents,” a WA government spokesperson told AdNews.
“The feedback period closed in May 2025 and we are reviewing the feedback received."
This is the largest media account in the state with an estimated $60 million in media billings.
The CUA forms part of a wider public sector buying strategy aimed at reducing costs, improving efficiency and ensuring compliance with advertising guidelines and buy local policies.
The current CUA is divided into three categories.
Category A covers mandatory media booking and buying for both campaign and non-campaign advertising. Category B includes optional media strategy and channel planning services. And Category C relates to optional additional advertising services.
Under the existing arrangement, Category A is compulsory for all media placements, with limited exemptions for overseas advertising and some digital platforms.
Categories B and C are non-mandatory, allowing agencies to engage services either through the CUA or via separate buying in line with WA procurement rules.
More details on the new CUA process will be announced later this month.
The WA Government’s intention to replace this model, and the recent report that the Federal Government is moving to a ‘village’ model, indicates a shift in how public sector media services will be purchased in the future.
The federal department of finance recently opened the tender process for the new whole-of-government communications panel, expected to manage hundreds of millions in campaign spend annually.
The revamped Government Communications Campaign Arrangement (GCCA) will replace the existing Government Communications Campaign Panel (GCCP), introducing an ‘integrated village model’ aimed at streamlining services for federal agencies.
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