TLDR
The NSW Government has put its whole-of-government media account out to tender, about a year before OMD's contract ends in September 2027. The state spent $79.5 million on advertising in 2024-25, B&T reported, and OMD, which won the account in 2022 by replacing five agencies, is expected to defend it.
KEY TAKEAWAYS
The tender
The NSW Government is looking for a media agency. Stage one of its request for tender, covering media strategy, planning, buying and related services, closes on 27 November. A shortlist is expected in January, with the second stage starting in February, B&T reported.[1]
The state spent $79.5 million on advertising in 2024-25, and has spent around $80 million a year in recent years.[1] The contract is mandatory: every NSW Government agency must use it for the media side of its campaigns. It covers strategy, planning and buying, rate negotiation, campaign management, and recruitment and public notice advertising, but not creative work, which is bought separately.[2]
The government wants a "fit for purpose media planning and buying service to meet a wide range of government advertising needs and deliver inclusive, effective, insight-led campaigns", according to the tender documents.[1]
OMD's account to lose
OMD has held the account since October 2022, and its contract ends on 30 September 2027.[2] It won it after a two-stage tender that replaced five agencies, UM, WPP, Havas Media, Atomic 212 and OMD itself, with one. The contract was then valued at $70 million and covered more than 250 campaigns a year.[3]
The government said at the time the consolidation would save more than $100 million over three years. "Savings will come from aggregated media buying power," said William Murphy, then deputy secretary at the NSW Department of Customer Service.[3]
B&T understands OMD, which also works for the Western Australian and Victorian governments, will defend the account.[1]
SOURCES & CITATIONS
FREQUENTLY ASKED QUESTIONS
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James Dore is founder and editor of Prompt the Market and Strategy Director at Bushnote, a Sydney strategy, SEO and AI search agency. He has a background in strategy, media and financial services, and led consumer product marketing at MONEYME. He writes on AI search, answer engines, technology policy and media economics.
