The federal government's master media buying account is about to become much more lucrative with the Department of Finance considering the merger of campaign and non-campaign media buying.
The government has released a consultation document to float the idea of combining the two elements. Campaign advertising typically refers to ad campaigns by all government departments while non-campaign advertising encompasses recruitment, public notices and tender notices.
The two accounts are currently being held by UM (campaign) and Adcorp (non-campaign), with the contracts due to expire in mid-2014. The federal government spent $137 million on media in the 12 months to June 2013, down 6.4% on the previous year, according to Nielsen.
The consultation paper said a potential merger of the two accounts would “simplify the arrangement and increase efficiencies for the Master Media Agency (MMA) and the Australian Government.”
The MMA would undertake media rates negotiation, planning placement, post-campaign analysis and reporting.
The paper also flagged that in addition to a “minimum capacity for creative services”, the government is considering including an option for additional creative services from the MMA that individual departments will be able to access.
The new contract would be for four years with an option to extend for a further two years.
Submissions about the proposals outlined in the paper close at 10am on 24 October.
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