IMAA: Proposed WA Government Master Media CUA changes are a blow to Indie agencies and the Western Australian economy

Sam Buchanan, CEO of the Independent Media Agencies of Australia (IMAA) warns about the WA Government’s proposed changes to its Media and Creative Services Common Use Agreement (CUA). In this opinion piece Buchanan argues that what the WA Government is proposing is unfair and unnecessary and would severely impact the local independent media agency sector and the WA economy.

In a world where cost-of-living continues to dominate headlines, the Trump-led “tariff wars” are fuelling concern about global trade and product prices, and brands are struggling with shrinking budgets and greater pressure to sell, keeping dollars and jobs on Aussie shores has never been more critical.

Why then, is the WA Government proposing unfair and unnecessary changes to its master media contract that would severely impact both the local independent media agency sector and the WA economy?

It’s a question we’ve been working through as an organisation, as we look for ways to shore-up the future of the WA indies, while also providing support for smaller WA Government departments.

Last month, the WA Government announced proposed changes to its Media and Creative Services Common Use Agreement (CUA) that sent shivers down our collective spines. In short, the proposal seeks to include media strategy and planning as a compulsory part of the master media contract, and the appointment of just two contracted media agencies to manage the strategy and trading work.

The Government argues that the changes would simplify the procurement process for departments seeking advertising and media services. Maybe they would. But what about the other potential negative impacts to these departments, the WA indie media agency sector and the local economy?

Our fear is that by making these changes, it will limit the government’s ability to work with non-contracted media agencies. It means government departments will be forced to work exclusively with the CUA-appointed agencies (historically, large, multinational), to the detriment of these departments and the local agency industry.

Several WA Government departments have already voiced their frustration with the current master media agency agreement, citing lack of service, expertise and value from the CUA providers. Put simply, these departments want more choice around who they work with on their media activity – not less. By bundling strategy and planning into the compulsory CUA, government departments face even greater limitations on their options.

What the proposed changes fail to acknowledge is the new-world reality of government advertising. Government departments differ in their media needs, specialist goals, budgets and internal marketing capabilities – they want the flexibility to engage an agency that is best suited to their specific needs. This desire is even greater for smaller departments, who feel they’re often overlooked, in favour of bigger spending departments, with higher revenue.

Any proposed changes to the CUA need to reflect this modern reality, along with the shift in media market conditions and the deepening of the sector nationally. There has never been a stronger need for diversity in media strategy and planning to enable government departments to get the value, service, input and expertise they want – and deserve.

And that’s where indie agencies come in. Like hundreds of brands and businesses nationally, government departments are becoming acutely aware of the media sector’s best-kept secret – the power of an indie agency to deliver results. Independent media agencies nationally have become heralded for their ability to serve more customised solutions, a more hands-on approach to all aspects of media activity, a deeply nuanced understanding of the local market and access to highly skilled, senior agency talent, who are invested in success.

It also comes down to a desire to keep Aussie jobs and dollars on national shores. Independent media agencies are 100% Australian-owned, meaning their profits stay in Australia. These agencies also provide critical local jobs, directly contributing to the domestic small business sector and the economy. A major part of our appeal to the WA Government is rooted in a keenness to maximise opportunities for locally owned and operated agencies, keeping dollars in Australia, particularly on the back of the “tariff wars.”

For us, it ultimately comes down to future-proofing the national media landscape – both for indies and the broader sector. We want to see a government media master contract that embraces diversity and reflects the shift in Australia’s media market towards greater innovation, technology and research.

Over to you WA Government…

Pictured top L-R: Paula Greten, Campaign Director, Bang Digital – Andrew Newman, Media Director, Workhouse Advertising – Angela Nutton, Managing Director, Longreach Media – Josh Krueger, Managing Director, Unify – Amanda Reid, Managing Director, Mentor Marketing – Sam Buchanan, CEO, IMAA – Es Chandra, CEO, Glide Agency.