Vic Labor pitches $8m media account ahead of state election – OMD, Dentsu, Mindshare in running

News 29 Jun 2022 - 3 min read

Vic Labor pitches $8m media account ahead of state election – OMD, Dentsu, Mindshare in running

By Sam Buckingham-Jones - Deputy Editor

“These are not scientific beasts,” one person said of the pitch for Victorian Labor's $8m election media account.

Market Voice 3 min read

Retail media: Key lessons to avoid repeating programmatic ‘gold rush’ mistakes, hollowing out brand budgets

By Rory Heffernan - Chief Executive Officer, Atomic 212º | Partner Content

Retail media’s rise comes as marketers are being told to do even more with even less, says Atomic 212º Chief Executive Officer, Rory Heffernan, and puts brand budgets under further pressure.

Market Voice 4 min read

Airports are back bigger and better: why they are the next frontier for incredibly human brand connection

By Jemma Enright - General Manager, Airport, JCDecaux ANZ | Partner Content

In the next 5 years, brands will be reaching 85m passengers a year in the transformed terminals of Sydney, Adelaide, and Perth airports. That’s a massive opportunity to engage an emotionally charged audience in a context of curiosity and discovery, says JCDecaux’s Jemma Enright.

Market Voice 3 min read

The best relationships are personal – regional strategies should be too

By Phil Leyshon - Director of Digital, ACM | Partner Content

Mi3 sat down with ACM Director of Digital Phil Leyshon to discuss how first party data and enriched targeting is bringing brands closer to the regions – and notching upwards of 30 per cent growth.

Tags: media pitch Dentsu Mindshare OMD

Victorians are scheduled to go to the polls in late November, and the Victorian Labor Party is getting ready. It has $8 million to spend, and has invited some of the holdcos to pitch for the short-term contract.

What you need to know:

Ahead of the state election, Victorian Labor is pitching its media account, believed to be worth $7m to $8m.
Mindshare, Dentsu and OMD are understood to be in the running.

The Victorian Labor Party is pitching its $8 million media account, months out from the state’s election – with Mindshare, Dentsu and OMD in the running.

The Victorian election is due to be held on 26 November 2022, when Premier Daniel Andrews’ Labor government will be looking for a third successive four-year term.

Mi3 understands those three agencies were invited to the pitch, along with several others.

Elections are unusual clients for media agencies, in that there is a flurry of activity over a very short period of time. A campaign may last six weeks, but there’s $8 million to spend over that time. There’s little to no ongoing relationship between those dates.

“These are not scientific beasts,” one person said. “There’s one campaign and no ongoing work.”

It’s understood Dentsu ran media for the Labor Party in the 2014 and 2018 Victorian elections – OMD, meanwhile, bought media for the Federal Labor Party in their recent successful Australian election in May. One industry source suggested that may mean they’re in with a good chance in Victoria.

Victorian Labor did not respond to a request for comment.