Media Agency Services Contract

Public awareness campaign advertising refers to advertising that generally runs over a sustained period to encourage behaviour change, education or to promote the ongoing activities of government. It commonly draws on more than one medium and generally involves the services of a creative advertising agency.

NSW Government public awareness campaigns include:

• Advertising that provides information and educates on issues such as health, transport, safety and the environment.
• Commercial advertising where there is an imperative to generate revenue streams for organisations or events.  For example, the marketing of major events or tourism destinations and the promotion of government businesses and services.
• Advertising in response to an incident or issue that poses significant health, safety or environmental risks to the community. For example, floods, bush fires.

Public awareness campaign

Omnicom Media Group (OMD) are contracted to deliver the following, on behalf of the NSW Government:

Media planning

• provision of media strategies and plans which deliver effective and efficient advertising
• delivery of all media planning services outlined in the specification via either the establishment of in-house capability or approved subcontractors
• proof of appearances and reconciliation of campaigns
• weekly optimisation of campaigns that contain performance and/or digital media
• post-implementation services, including comprehensive post campaign analysis, which is evidence based and focused on lessons learned
• high quality training and education services which build the capability of departments and extend, inform and support departments on best-in-market practice and innovation
• timely and relevant communication to departments and DCS
• provide accurate and efficient accounting and billing services to individual departments
• provide regular reports for DCS and departments, including benchmarks against industry.

Media buying

• commercial benefit to government through the negotiation of best-in-market rates and discounts, and other value adding benefits
• provision of media information and training to departments to support excellence and build capability.

Other services

Omnicom Media Group (OMD) will also be required to deliver specialist services to departments, including but not limited to:

• campaign management to ensure that NSW Government advertising is efficient and effective
• end-to-end service delivery for all media buying services outlined in the specification via either the establishment of in-house capability or approved subcontractors
• timely, accurate and thorough campaign implementation
• provision of competitive analysis of other government agencies (domestic and international), and/or sector based organisations that conduct similar public awareness campaigns
• post-implementation services, including comprehensive post campaign buying analysis, which is evidence based and focused on lessons learned
• high quality training and education services which build the capability of all departments and extend, inform and support departments on best-in-market practice and innovation
• timely and relevant communication to departments and DCS
• provide accurate and efficient accounting and billing services to individual departments
• provide regular reports, including media trend analyses and media consumption habits for DCS and departments.

The supplier appointed as service provider for recruitment and public notice advertising will deliver effective and efficient media services for NSW Government recruitment and public notice advertising in line with best commercial practice.

Recruitment and public notice advertising refers to advertising that is routine, typically “one off” in nature and carries a clear simple announcement of information.

Types of advertisements placed by NSW Government departments in this category include:

• recruitment, for example single job ads, bulk recruitment drives
• public information notices, for example road closures, notice of government events
• statutory/regulatory notices, for example development notices, changes to legislation
• notice of auction, grant applications, meetings, business opportunities and others.

The supplier will be required to provide end-to-end advertising service delivery which in part is summarised below:

• provide advisory services, as required, on content, planning, placement and design
• provide media scheduling, costing, booking and checking services
• delivery of commercial benefits to government through the negotiation of best-in-market rates and discounts, and other value adding benefits for media used exclusively for recruitment and public notice advertising
• conducting proactive negotiations in addition to scheduled rate agreements to leverage opportunities and increase cost efficiencies for recruitment and public notice advertising
• provide high quality typesetting, design and layout services, as required for print and online advertisements including implementation of advertising templates in consultation with DCS
• dispatch approved advertisements electronically to the nominated media
• provide post campaign analysis on large schedules/campaigns
• provide accurate and efficient accounting and billing services to individual departments
• receive requests and manage all aspects of the implementation of recruitment and public notice advertising services via an online system to be accessed by departments and DCS
• prepare regular and ongoing reports on expenditure and placement.