Independent Media Agencies Australia has welcomed the appointment of Longreach Media to the Western Australian Government’s new media services panel, calling it a first for the independent agency sector.
The Perth-based agency has been appointed to the Media and Creative Services Common Use Arrangement (CUA) Category A panel, which covers media bookings, buying and planning services.
Longreach Media will join 303, OMD and The Brand Agency on the panel responsible for Media Strategy and Trading (Campaign) services. Initiative has been appointed to the Non-Campaign Advertising category panel.
New panel begins in July
The new arrangement starts on 1 July 2026 and runs until 30 June 2030, with an option to extend through to 2036.
The WA Government media services contract is estimated to be worth $1 billion over the term of the new CUA panel.
The changes mean major WA Government accounts, including the Department of Premier and Cabinet, Lotteries Commission, Road Safety Commission and WA Tourism, will negotiate new media relationships from July.
IMAA welcomes independent agency inclusion
The IMAA said the appointment followed its lobbying of the WA Government and a submission to the review of the Media and Creative Services Common Use Arrangement.
The industry body had proposed a broader multi-agency panel approach for media strategy and trading, aimed at giving government departments and agencies more choice.
Sam Buchanan, CEO of IMAA, said: “We could not be more delighted that independent media agencies have finally gained a seat at the WA Government’s table for media services.
“This is a huge win and historic moment for the indie sector and the first step in what we hope other state and federal governments will follow.”
Buchanan said the organisation had pushed for “fair and equal representation” of Australian-owned independent media agencies in government master media contracts.
“We’ve called for a more extensive, multi-agency panel approach for media strategy and trading to provide greater choice and equality for government departments and agencies, and to ensure Australian-owned independent media agencies are recognised,” he said.
Longreach Media joins the panel
Angela Nutton, managing director of Longreach Media, said the appointment was a significant moment for the Perth agency.
“We’re incredibly proud to be joining the WA Government’s Media and Creative Services panel,” Nutton said.
“As a fully independent agency built right here in Perth, this is a huge moment for our team and a reflection of the capability we’ve built in Western Australia. We’re excited to get started on the work.
“We’re also grateful that this new panel approach has prioritised giving government departments, of all types and sizes, greater choice in who they work with. We’re looking forward to playing our part in the state’s success.”
Top image: Angela Nutton & Sam Buchanan