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Appendix 7: Advertising, direct mail, media placement and market research

Advertising campaigns

During 2017–18, the ATO conducted the advertising campaigns listed below. Further information on these advertising campaigns is available at ato.gov.au and in reports on Australian Government advertising prepared by the Department of Finance, available at finance.gov.au.

  • Activity statement and lodgment advertising campaign
  • Aggressive tax planning advertising campaign
  • Cash only seminars advertising
  • Departing Australia superannuation payment advertising campaign
  • Drought assistance advertising campaign
  • Fringe benefits tax advertising campaign
  • GST on property transactions advertising campaign
  • Identity protection advertising campaign
  • Illegal early release of super advertising campaign
  • Illicit tobacco advertising campaign
  • Norfolk Island advertising
  • Online lodgment (Tax Time) advertising campaign
  • Overseas HELP/TSL debtors advertising campaign
  • Phoenix advertising campaign
  • Pop-up office advertising
  • Recruitment advertising
  • Rental property travel deductions advertising campaign
  • Ride sourcing advertising campaign
  • SBS tax talk advertising campaign
  • Simplified fuel tax credit advertising campaign
  • Small business education events advertising
  • Super scheme smart advertising campaign
  • Tax, super and you advertising campaign

We also conducted one advertising campaign specifically on behalf of TPB – the unregistered services provider campaign.

Payments for advertising, direct mail, media placement and market research

Under the Commonwealth Electoral Act 1918, agencies are required to provide details of payments for advertising, direct mail, media placement and market research over $13,200 (GST inclusive). Payments made during 2017–18 are set out below.

Advertising, direct mail, media placement and market research payments, 2017–18

Advertising

Recipient

Initiative, event or product

Total payments
($)

Marmalade Melbourne Pty Ltd

Extending the Taxable Payments Reporting System

96,559.10

Total – advertising

96,559.10

Direct mail

Recipient

Initiative, event or product

Total payments
($)

CanPrint

General publication mailing (April–June)

137,029.17

CanPrint

Tax Time 2018 publication mailing (NAT4105 Refund franking credits)

15,800.40

Toll

General publication mailing (July–April)

523,580.94

Total – direct mail

676,410.51

Media placement

Recipient

Initiative, event or product

Total payments
($)

Australian Public Service Commission

Recruitment advertising

24,385.00

Dentsu X Australia Pty Ltd

Activity statement and lodgment advertising campaign

49,158.86

Dentsu X Australia Pty Ltd

Aggressive tax planning advertising campaign

49,499.35

Dentsu X Australia Pty Ltd

Cash only seminars advertising

16,885.63

Dentsu X Australia Pty Ltd

Drought assistance advertising campaign

43,999.85

Dentsu X Australia Pty Ltd

Fringe benefits tax advertising campaign

38,499.50

Dentsu X Australia Pty Ltd

Identity protection advertising campaign

48,514.46

Dentsu X Australia Pty Ltd

Illicit tobacco advertising campaign

27,632.22

Dentsu X Australia Pty Ltd

Online lodgment (Tax Time) advertising campaign

271,576.37

Dentsu X Australia Pty Ltd

Overseas HELP/TSL debtors 2016–17 advertising campaign

65,254.38

Dentsu X Australia Pty Ltd

Overseas HELP/TSL debtors 2017–18 advertising campaign

52,689.92

Dentsu X Australia Pty Ltd

Phoenix 2016–17 advertising campaign

15,106.91

Dentsu X Australia Pty Ltd

Phoenix 2017–18 advertising campaign

49,717.88

Dentsu X Australia Pty Ltd

Pop-up office advertising

38,749.75

Dentsu X Australia Pty Ltd

Recruitment advertising

244,096.91

Dentsu X Australia Pty Ltd

Rental property travel deductions advertising campaign

21,043.09

Dentsu X Australia Pty Ltd

Ride sourcing advertising campaign

49,499.22

Dentsu X Australia Pty Ltd

SBS tax talk advertising campaign

38,847.06

Dentsu X Australia Pty Ltd

Simplified fuel tax credit advertising campaign

21,999.83

Dentsu X Australia Pty Ltd

Super changes advertising campaign

16,614.80

Dentsu X Australia Pty Ltd

Super scheme smart advertising campaign

32,999.65

Dentsu X Australia Pty Ltd

Tax, super and you advertising campaign

22,000.00

Dentsu X Australia Pty Ltd

Working holiday makers advertising campaign

46,802.96

Total – media placement

1,285,573.60

Market research

Recipient

Initiative, event or product

Total payments
($)

Bastion Latitude

Extending the taxable payments reporting system

257,741.00

Chant Link & Associates

ATO private group research

39,811.20

Chant Link and Associates

Small business newsroom research

42,398.40

Colmar Brunton Pty Ltd

Cash economy measurement framework

43,935.00

Colmar Brunton Pty Ltd

Shaping community beliefs in tax system

148,255.00

Ernst & Young

Marketing and communication audience research

275,000.00

Ernst & Young

Single Touch Payroll benchmarking and tracking

19,211.50

Essence Communications

Single Touch Payroll campaign

51,480.00

Essence Communications

Single Touch Payroll developmental research

18,502.00

GFK Australia Pty Ltd

User testing – research online forms

65,934.00

Imprint Strategic Pty Ltd

ATO culture strategy review

71,878.99

Indigenous Professional Services

Small business cash flow education

48,651.90

Interaction Consulting Group

Evaluation of executive level roles

13,331.73

Millward Brown Australia

Perceptions of fairness research wave 9

176,439.67

Millward Brown Australia

ATO Corporate Perceptions Survey 2016–17

195,305.00

ORIMA Research Pty Ltd

Taxpayer behaviour monthly pulse surveys

97,596.00

ORIMA Research Pty Ltd

ATO culture pulse survey 2016–17

40,150.00

ORIMA Research Pty Ltd

Measuring client experience client survey

194,926.01

ORIMA Research Pty Ltd

Taxpayer behaviour monthly pulse survey

41,667.99

Parisfirst Partners

User research of the tax time experience

74,400.00

PricewaterhouseCoopers

Single Touch Payroll SB pilot independent assurance

37,500.00

RMIT

Trusts Taskforce research

24,533.50

Robert V Breunig

Benchmarking longitudinal income file

13,874.99

Taylor Nelson Sofres Aust P/L

GST voluntary compliance phase 7

27,060.00

Taylor Nelson Sofres Aust P/L

GST voluntary compliance phase 8

114,400.00

Taylor Nelson Sofres Aust P/L

Teaching tax and super to youth

69,300.00

Whereto Research Based Consulting

Client Experience Survey Suite data analysis and annual report

16,115.00

Winangali Pty Ltd

Small business engagement research 2017

52,692.75

Total – market research

2,272,091.63

NOTES

For the purposes of section 311A of the Commonwealth Electoral Act 1918:

  the ATO did not undertake polling activity

  details of payments of $13,200 or less (inclusive of GST) are not required for 2017–18.

Annual reports contain information about actual expenditure on contracts for consultancies. Information on the value of contracts and consultancies is available on the AusTender website at tenders.gov.au.