NSW Government awards OMD master media account, consolidates from five agencies to one

News 13 Jul 2022 - 3 min read

NSW Government awards OMD master media account, consolidates from five agencies to one

By Sam Buckingham-Jones - Deputy Editor

- The NSW Government has appointed OMD to its $70m master media account after a pitch. L-R: OMD Co-CEO Sian Whitnall, OMD Sydney MD Kim Hamilton.

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Tags: OMD Sian Whitnall NSW Government

After a “rigorous” pitch process, the NSW Government has named OMD as the sole agency partner for its $70 million master media, strategy and buying account.

What you need to know:

The NSW Government has appointed OMD to its $70m master media account after a pitch.
The contract consolidates five agencies into one – OMD – and will save the government $100m over three years.
The contract begins in October.

The NSW Government has awarded Omnicom’s OMD the $70 million contract for its media planning, strategy and buying services after a “rigorous” two-stage tender process over the past year.

The pitch, which drew some criticism for apparently excluding independent agencies, will save the taxpayer more than $100 million over the next three years. The government says it will reinvest the savings into essential services.

The new contract consolidates what was a roster of UM, WPP, OMD, Havas Media and Atomic212 into a single provider, OMD. It starts in October this year and will continue to 2025 and covers more than 250 NSW Government advertising campaigns a year – including those for COVID-19 and influenza vaccinations.

“The NSW Government is committed to delivering customer-centric communications that provide value to the people of NSW,” the NSW Department of Customer Service’s Deputy Secretary of Customer, Delivery and Transformation, William Murphy, said.

“Savings will come from aggregated media buying power along with centralised oversight and management of NSW Government campaigns and data to ensure continuous improvement of customer communications.”

The NSW Government emphasised the tender was “open to all types of agencies” which had been through a thorough opportunity and needs assessment.

“The strengthening of our relationship across all NSW Government departments aligns with OMD’s evolved ambition of performance with integrity for our people and partners, to drive partnerships of value and sustainable ways of working,” Sian Whitnall, OMD’s co-CEO, said.

Kim Hamilton, OMD Sydney Managing Director, said: “We will proudly build upon our existing relationship with NSW Government which centres on transparency and mutual accountability, to deliver for all departments and the people of New South Wales.

OMD won the $100 million Victorian Government account last year from MediaCom, starting from June 2021