NSW opens $80m master media tender to independent agencies

Independent Media Agencies Australia (IMAA) has welcomed the NSW Government's move to open its estimated $80 million master media account tender to independent agencies, allowing a single indie or a consortium of agencies to compete for the business before the request for tender closes on 27 November.

The national industry body said the tender's focus on value for money and efficient use of public funds gives Australian-owned independent agencies a fairer opportunity to compete for government business. 

IMAA described the move as an important step towards a more inclusive and competitive government media landscape. 

What the tender requires 

The NSW Government is seeking a fit-for-purpose media planning and buying service to cover its government advertising needs. 

According to the request for tender, it wants a "media services arrangement that appropriately meets its future needs [and] is a streamlined, efficient and cost-effective solution." 

The successful contractor must have "appropriate resourcing, with an efficient cost structure across all services" and demonstrate "operational excellence via strong internal systems and processes to support high campaign volumes and fast turnaround times," the tender states. 

The document does not rule out alternative delivery models, including a multi-agency panel similar to the structure recently adopted by the Western Australian Government. 

Cost transparency in focus 

IMAA CEO Sam Buchanan said: "The IMAA and our NSW members welcome the NSW Government's request for tender, and importantly, its openness to including the independent, Australian-owned media agency sector." 

Buchanan pointed to the tender's disclosure requirements as a match for the independent model. 

"The NSW Government procurement process emphasises value for money and efficient use of public funds, not simply the lowest fee. Agencies must disclose costs throughout the media supply chain, maintain auditable records, and avoid principal media trading for government work. This is what the independent sector does best - we offer agility, senior expertise, staffing tenure, and technology skills as well as cost transparency and efficiency. 

"We're encouraged by the NSW Government's commitment to a more competitive procurement process that recognises the value of independent media agencies and supports Australian-owned businesses. 

"This is a positive step towards levelling the playing field, recognising the collective strength, expertise and capabilities of independent agencies, while ensuring more government investment flows directly to Australian businesses and the local economy." 

Five years of lobbying 

IMAA has campaigned for five years at State and Federal levels for greater representation of independent agencies on government accounts, a more competitive procurement landscape and more opportunities for Australian-owned businesses. 

In Western Australia, the body's advocacy helped drive an overhaul of the state government's multi-million-dollar media arrangements. The result was a five-agency panel that, for the first time, included an independent media agency. 

"We have long advocated for indies to have the opportunity to bring greater diversity of thinking, specialist expertise and innovation to government media planning and buying. We will continue to fight for a greater seat at the table for the Australian independent media agency sector and look forward to seeing the NSW Government tender process progress," Buchanan said. 

Formal submission to follow 

IMAA will lodge a formal submission with the NSW Government outlining the outcomes and approach the industry wants from the master media tender. 

The body said it will keep pushing for independent agencies to be included on all government business.