Australian Government appoints UM as master media agency following a pitch process

Universal McCann (UM), a division of Mediabrands Australia Pty Ltd, has been selected as the new master media Agency following a tender process. UM has been the Australian Government’s media agency of record since 2018.

UM’s remit includes media strategy, planning and buying across all media channels as part of the whole of government arrangement. This renewal of contract extends UM’s 6-year partnership with the Australian Government that has seen the agency lead media activity through two federal elections; a national census; the first referendum in over 20 years; and a once in 100-year global pandemic.

Says Anathea Ruys (left), CEO, UM: “I’m delighted UM and its team get to continue the great work we have delivered for the Australian Government over the last 6 years following the rigorous 6-month pitch process.

“Working with the Australian Government is a privilege.  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.”

Says Brett Elliott (right), managing director, government, UM: “There is no greater accolade than being reappointed to the Australian Government master media contract.

“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.  More than anything, this win is due to the team of stars we have working at UM, from graduates through to seasoned operators who truly understand the nuances of government communications best practice.

“That expertise has been reflected in the incredible work we have always delivered; being reappointed to the account provides an exciting opportunity to further build on our shared successes.”

The Australian Government operates under a master media contract which enables UM to operate as a single, best in market media partner.

Pending execution of a new contract this would be effective from October and operational for 4 years, with an option to extend for up to another 4 years.