Belgiovane Williams Mackay has won the advertising account for the Federal Government's float of Medibank Private expected to be worth $4 billion.
The agency's Melbourne office has won the business for the IPO against a raft of rival agencies.
BWM established a specialist asset sales unit to help run the bid for the business six months ago.
Paul Williams, Group CEO of BWM, said he was delighted at the outocme but many months of work now lay ahead preparing the communications plan for the float.
Williams was involved in the first ever 100% sell off of a Government Business Enterprise when he was the communications lead on the sale of the GIO in 1992 which saw the IPO raise more than $2.2 billion.
The announcement of the win was made a short time ago in Canberra by the Minister of Finance, Mathias Cormann.
The decision to take the health insurance provider public is one of the core planks of the Abbott Government's first budget.
Analysts expect the float to take place during the 2014/2015 financial year and the effort is expected to value the business in excess of $4 billion.
There is expected to be a major onslaught of advertising to support to sell off.
Medibank private is the latest public asset to be sold off after the Commonwealth Bank, GIO, Qantas and Telstra.
BWM established the new division with a view to the number of government asset sales expect over the next several years.
"Financial transactions of thenscale and complexity planned and underway require a specialist marketing and advertising approach," Williams told AdNews.
The financial stakes are simply too high for sales processes, particularly those via Initial Public Offerings, to be hampered by ineffectual or non-compliant marketing."
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