Australia – After a competitive tender process, Universal McCann (UM), a division of Mediabrands Australia, has secured its reappointment as the Australian Government’s Master Media Agency, continuing its long-standing partnership since 2018.
Under the renewed partnership, UM will oversee media strategy, planning, and buying across all channels as part of the Australian Government’s comprehensive media arrangement.
The Australian Government’s master media contract designates UM as its sole, top-tier media partner. The agreement, with an initial four-year term and an option to extend for an additional four years, will take effect in October, pending the execution of a new contract.
Anathea Ruys, CEO of UM, said, “I’m delighted UM and its team get to continue the great work we have delivered for the Australian Government over the last 6 years following the rigorous 6-month pitch process. Working with the Australian government is a privilege. It is also a responsibility that we take very seriously, knowing the campaigns we create, from awareness through to behavioural change, really do save lives and help improve the country every day.”
Meanwhile, Brett Elliott, managing director for government at UM, shared, “There is no greater accolade than being reappointed to the Australian Government master media contract. We know from experience that it takes broad and deep capabilities, purpose-built technology, and the right culture and respect to meet the complex advertising needs of government.”
“More than anything, this win is due to the team of stars we have working at UM, from graduates through to seasoned operators who truly understand the nuances of government communications best practices. That expertise has been reflected in the incredible work we have always delivered; being reappointed to the account provides an exciting opportunity to further build on our shared successes,” Elliott added.
This contract renewal extends UM’s six-year partnership with the Australian Government, during which the agency has led media efforts through two federal elections, a national census, the first referendum in over 20 years, and a once-in-a-century global pandemic.