UM retains Australian government master media agency contract

Universal McCann (UM) has successfully retained its position as the Australian Government’s Master Media Agency following a competitive tender process. This marks a continuation of the agency’s longstanding partnership with the government, which began in 2018.

Under the renewed contract, UM will continue to oversee media strategy, planning, and buying across all channels for the Australian Government. The four-year agreement, with an option for an additional four-year extension, is set to commence in October pending final contract execution.

UM’s CEO, Anathea Ruys, expressed delight at the reappointment, emphasizing the agency’s commitment to delivering impactful campaigns that contribute to the well-being of the nation. Brett Elliott, UM’s Managing Director for Government, highlighted the team’s expertise and dedication as key factors in securing the contract.

The renewal solidifies UM’s position as the government’s sole top-tier media partner, building upon a successful six-year collaboration that has spanned major national events, including federal elections, a census, a referendum, and the COVID-19 pandemic.