Universal McCann (UM), a division of Mediabrands Australia Pty Ltd, has been selected as the new master media agency following a competitive tender process. UM has been the official media agency of the Australian Government since 2018.
The contract includes media strategy, planning and buying across all media channels as part of the whole of government agreement. This contract extension extends UM’s 6-year partnership with the Australian Government, which has seen the agency lead media activities during two federal elections, a census, the first referendum in over 20 years and a once-in-100-year global pandemic.
Anathea Ruys, CEO of UM, said: “After the rigorous six-month pitch process, I am delighted that UM and its team can continue the great work we have done for the Australian Government over the last six years.
“Working with the Australian Government is a privilege. It is also a responsibility that we take very seriously because we know that the campaigns we develop – from education to behaviour change – really do save lives and help make the country a better place every day,” Ruys concluded.
Brett Elliott, Managing Director Government, UM, said: “There is no greater honour than to be reappointed to the Australian Government’s Master Media Contract.
“We know from experience that it takes broad and deep skills, tailored technologies, and the right culture and respect to meet the complex advertising needs of government. This success is largely due to the star team working at UM, from recent graduates to experienced staff who truly understand the nuances of best practices in government communications.
“This expertise is reflected in the incredible work we have consistently delivered. Being named a client again provides an exciting opportunity to continue to build on our shared successes,” concluded Elliott.
The Australian Government operates under a Master Media Agreement that enables UM to act as a single, market-leading media partner.
Subject to the execution of a new contract, it would take effect from October and be operational for four years, with the option to extend for up to a further four years.
