The Australian government is to plough a further $28 million into its annual advertising budget to promote its recently unveiled Innovation Agenda.
The $28m fund almost matches the largest yearly bill for Defence Recruiting advertising which topped $31.3m during 2014-15. The government also spent a hefty $21m on promoting its Intergenerational Report during the same period. A total $107m was spent on various advertising campaigns in the 2014-15 financial year.
Whybin/TBWA (Melbourne) will handle creative for the campaign after winning a tender valued at almost $2.5m.
Dentsu Mitchell Media Australia will handle the planning and placement of the campaign, as fitting with the existing relationship it has had in place with the Commonwealth Government since July 2014.
A cornerstone of the Turnbull administration, the Innovation Agenda is designed to promote Australia's prosperity and competitiveness in the face of the mining downturn and the fall in commodity prices. The new innovation stimulation package – valued at $1.1 billion - was unveiled in December under the slogan 'Welcome to the Ideas Boom'.
Minister for industry, innovation and science Christopher Pyne says: “Australia needs to grasp new ideas in innovation and science, identify and capitalise on new opportunities and create new sources of growth to secure our nation’s future.
“It is an important measure of the agenda designed to not only raise awareness but drive a culture change to embrace risk-taking and entrepreneurship that is so essential to achieving an innovative country."
Email Nicola at nicolariches@yaffa.com.au.