WA Government overhauls media arrangements with new five-agency panel

The WA State Government’s Media and Creative Services Common Use Arrangement has undergone a significant shake-up, with long-serving incumbent Carat Perth missing out on reappointment and incumbent Initiative taking on a revised role under the new structure.

Following a major review of the Government’s media services arrangements, five agencies have been appointed to the new panel. Joining Initiative are 303, Longreach Media, OMD WA and The Brand Agency.

Initiative has been appointed to the Non-Campaign Advertising category, while 303, The Brand Agency, OMD WA and Longreach Media will share responsibilities for Media Strategy and Trading (Campaign) services.

The review covered three key service areas: Media Strategy and Trading (Campaign), Creative Services and Non-Campaign Advertising. Submissions were lodged in September 2025, with the new appointments commencing on July 1, 2026 and running through to June 30, 2030. The agreement includes options to extend the arrangement through to 2036.

Initiative were originally appointed to the Non-Campaign Advertising and the Media Strategy and Trading (Campaign) side of the business in 2018. Originally appointed in 2013, Carat were reappointed in this 2018 review.

With Carat missing out and Initiative only appointed to Non-Campaign Advertising, it means major government accounts like Lotteries Commission, WA Tourism, Road Safety Commission, Department of Premier & Cabinet and others will all be organising new media relationships.

The contract is estimated to be worth up to $1 billion over its full term.

Further details will be added as more information becomes available.