Universal McCann (UM) has been confirmed as the winner of the Australian Government’s Master Media Agency following a competitive tender process. It continues UM’s tenure as the government’s media agency of record since 2018, with the agency having successfully defended the account in 2021. 

UM’s remit has been extending until up to mid 2028, and includes media strategy, planning and buying across all media channels as part of the whole of government arrangement. 

Over the years, UM has led media activity through two federal elections, a national census, the first referendum in over 20 years, and a once-in-a-century global pandemic. The Australian Government operates under a master media contract which enables UM to operate as a single, best in market media partner.

The execution of a new contract, effective from October, will be operational for four years, with an option to extend for up to another four years.

UM is a global media agency operating in over 100 countries, with more than 3,000 people serving a roster of global clients including American Express, General Mills, Emirates, Johnson & Johnson, Levi Strauss & Co, Dyson, Enterprise holdings, GrubHub, Upfield, ExxonMobil, Sony and Mattel.

Anathea Ruys, CEO of UM, expressed her delight at the continuation of the partnership, stating, “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.” She added, “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.”

Brett Elliott, Managing Director, Government at UM, echoed these sentiments, saying, “There is no greater accolade than being reappointed to the Australian Government master media contract.” He further highlighted the expertise and capabilities of the UM team, stating, “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.” Elliott concluded, “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.”