UM extends media agency remit with the Australian Government

UM has once again been selected as the Australian Government's master media agency for another four years.

The IPG Mediabrands agency has held the whole of government account since 2018, when it took over the account from a decade-long relationship with Dentsu X. Since that time, UM has led government media work through the pandemic as well as a referendum, census and two federal elections with a remit that includes media strategy, planning and buying across all channels.

The new four-year term pending contract approval is set to begin in October 2024 with an option to extend for another four years. UM's reappointment was announced following a tender process and what the agency described as a "rigourous" six-month pitch.

“Working with the Australian Government is a privilege," Anathea Ruys, CEO, UM stated in a release. "It is also a responsibility which 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,”

In May 2021, the Australian Government extended its inital contract with UM, then worth $200 million annually according COMvergence data, for a further three-years following a closed review without a competitive pitch. 

Total net media spend on the account more recently in 2023 and 2024 is listed at $133.5 million annually, according to COMvergence.

L-R: Anathea Ruys, Brett Elliott

UM's managing director for Government, Brett Elliott, credited UM's experienced team for the win.

“There is no greater accolade than being reappointed to the Australian Government master media contract," he said. "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."