ACT Government consolidates media; hands account to UM
Mediabrands agency, UM Australia has expanded its government portfolio, becoming the sole media agency for the ACT Government.
The win marks an expansion for UM Canberra, which already services the Federal Government account, the largest media account in the country. The account was previously serviced by a roster of agencies.
Coming into effect on 1 March, the account spans strategy, planning and buying for brand, digital and functional advertising, with “digital and creative content services as required”.
The office’s managing director, Brett Elliot, said: “We are excited to bring UM’s government experience and capabilities to help improve the lives of Canberrans; and help contribute to the ACT economy via our established Canberra office, local business connections and talented team.
A spokesperson for the ACT Government said: “We were impressed with UM’s experienced team of media practitioners and their breadth of understanding of our needs and their enthusiasm for the task at hand. We look forward to working with the team to drive efficiencies and value for money in the way our Government engages with Canberra’s community.”
Elliot adds to the agency’s roster
Elliot added that the agency identified “a real opportunity to offer a consolidated suite of media services” to assist the ACT Government achieve its philosophy of ‘one government, one voice’.
“Having one supplier with a clear line of accountability for all media placement needs means we can bring holistic reporting, deeper category understanding and the ability to drive shared learnings to the account, ultimately providing a more effective set up and efficient use of tax payer funds.”
“We can’t wait to get started and help the ACT Government with the important communication work they do to enhance the day-to-day lives of ACT citizens.”
Government accounts are among the largest spenders in market, with the Federal account, as well as the Victorian, NSW and Queensland accounts ranking in the top 20.
UM retained its Federal Government account in 2021, also promoting Elliott to the MD role last year
