BMF, Clemenger BBDO, Ogilvy, TBWA, Laundry Lane, VMLY&R, Carbon Media and The Monkeys all took a share in federal government advertising campaign spend, according to the latest data.
The Department of Finance reveals Canberra spent $173.8 million in the 2023-24 financial year on advertising campaigns. Adding in campaign development costs of $76.6 million brought the total to $250.6 million.
This was well ahead of the previous year’s $179.3 million but down on the pandemic-boosted $339.2 million of 2021-22.
Of the latest $173.8 million in campaign advertising media placement, $75.9 million went to digital, $54.7 million to television, $17.7 million OOH, $15.2 million radio, $6.2 million cinema, $3.7 million press.
The big spender was Defence but the referendum on an indigenous voice to parliament, tax cuts and health issues also featured.
The latest data on 30 campaigns shows BMF on eight campaigns: Child Safety, the Referendum on an Indigenous Voice to Parliament, Smartraveller, National Tobacco and E-Cigarette, Youth Vaping, Act now Stay Secure (cyber security), Consent, Stop it at the Start.
The referendum had a contract value of $1.125 for BMF, but expenditure, excluding media placement, came in at just $577,000.
First Nations communications was run by Carbon Media, with a contract value of $1.2 million but expenditure at $183,000.
Multicultural marketing was done by Cultural Perspectives at $1.306 million.
Media placement was $23.9 million, including $2.4 million to ethnic media and $2 million to First Nations media.
The campaign aimed to maximise enrolment and informed participation in the referendum, and support delivery of a high-integrity poll.
BMF is also listed with $1.248 million for the child safety campaign, $154,000 for Smartraveller, $2 million for E-Cigarette, $1.3 million for youth vaping, $1.488 million for Act now Stay Secure, $1.889 million for Consent, $2.609 for Stop it at the Start Phase 5 (National Plan to end Violence against Women and Children).
Clemenger BBDO was listed with five campaigns.
The Climate Change, Energy, Environment and Water: Murray Darling Basin campaign delivered $1.193 million to Clemenger. Media placement was $7.9 million.
The agency also worked on the Elevating Teaching campaign at $1.553 million. ThinkHQ did the public relations at $331,000.
The Fee-Free TAFE campaign delivered $1.126 million to Clemenger BBDO. ThinkHQ did the public relations at $250,000.
Clemenger was paid $504,000 for the Modern, Cheaper to Run Cars campaign, to raise awareness of a New Vehicle Efficiency Standard and choice, savings and environmental benefits.
The Tax Cuts campaign for Treasury, to ensure taxpayers were aware of the changes coming in from July 2024, delievfred $2.045 million. Again, ThinkHQ did the PR at $344,000.
Ogilvy is listed with $972,000 for the Cheaper Medicines campaign. Carbon Media also got $171,000 for its role in the campaign aimed at increasing awareness and understanding of the 60-day dispensing changes among eligible Medicare card holders.
The 2024 Influenza Vaccination campaign saw Ogilvy with $601,000 and Carbon Media $39,000.
The Medicare Urgent Care Clinics campaign brought in $668,000 for Ogilvy and the Sexually Transmissible Infections campaign $646,000.
TBWA is listed with $1.245 million for a Railway Level Crossing Safety campaign and $152,000 for raising awareness of strengthened online safety legislation.
Laundry Lane has $129,000 for a campaign to raise awareness of the Aged Care Volunteer Visitors Scheme.
The Monkeys (now rolled into Droga5) is shown with $996,000 for a campaign to promote the diverse and valuable experience and skills of veterans.
VMLY&R is credited with the Defence Force Recruiting – ADF Careers, with a contract value of $7.08 million but with spending at $16.316 million.
Australian Defence Force Recruiting has since appointed TBWA\Melbourne lead creative advertising and digital services agency.
Consolidated campaign advertising expenditure:
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