Appendix 9: Advertising, direct mail, media placement and market research
Advertising activities
During 2020–21, the ATO conducted the following advertising activities:
- ACNC recruitment(a)
- ATO recruitment
- Communities in control(a)
- Drought
- Economic stimulus measures (temporary full expensing and loss carry back)
- Fringe benefits tax
- Highlight misconduct in tax agents(b)
- Illegal early release of super
- JobKeeper extension (Culturally and linguistically diverse audiences)
- JobKeeper payment (extension 2)
- JobMaker (hiring credit)
- Not for profit (NFP) support and services
- New South Wales flood relief
- Our services
- Phoenix
- Scams and identity protection
- Service delivery peaks
- Superannuation guarantee amnesty
- Supporting small business
- Tax and super basics
- Tax avoidance schemes
- Tax, super and you competition
- Unregistered tax agent(b)
- Working from home deductions.
Notes
(a) Relates to work undertaken on behalf of the Australian Charities and Not-for-profits Commission.
(b) Relates to work undertaken on behalf of the Tax Practitioners Board.
Further information on advertising activities is available at ato.gov.au and in reports on Australian Government advertising prepared by the Department of Finance, available at finance.gov.au.
Payments for advertising, direct mail, media placement and market research
Under the Commonwealth Electoral Act 1918, agencies are required to provide details of payments over $14,300 (GST inclusive) made to advertising, direct mail, media placement and market research organisations. Amounts paid during 2020–21 are set out below.
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.
Organisation | Initiative, event or product | Total payments |
|---|---|---|
Media placement | ||
Universal McCann | ATO recruitment advertising | 256,498 |
Universal McCann | Economic stimulus measures (temporary full expensing and loss carry back) advertising campaign | 40,424 |
Universal McCann | Fringe benefits tax advertising campaign | 53,900 |
Universal McCann | Illegal early release of super advertising campaign | 53,900 |
Universal McCann | JobKeeper extension (CALD audiences) advertising campaign | 52,201 |
Universal McCann | JobKeeper payment (extension 2) advertising campaign | 190,623 |
Universal McCann | JobMaker (hiring credit) advertising campaign | 52,713 |
Universal McCann | NFP support and services advertising campaign | 32,339 |
Universal McCann | NSW flood relief advertising campaign | 40,426 |
Universal McCann | Our services advertising campaign | 32,340 |
Universal McCann | Phoenix advertising campaign | 53,900 |
Universal McCann | Protecting our community advertising campaign | 67,409 |
Universal McCann | Scams and identity protection advertising campaign | 53,068 |
Universal McCann | Service delivery peaks advertising campaign | 53,848 |
Universal McCann | Superannuation guarantee amnesty advertising campaign | 52,768 |
Universal McCann | Supporting small business advertising campaign | 32,340 |
Universal McCann | Tax and super basics advertising campaign | 266,373 |
Universal McCann | Tax avoidance schemes advertising campaign | 53,108 |
Universal McCann | Tax, super and you competition advertising campaign | 25,646 |
Universal McCann | Unregistered tax agent advertising campaign(c) | 54,968 |
Universal McCann | Working from home deductions advertising campaign | 53,576 |
TOTAL | $1,572,368 | |
Market research | ||
Colmar Brunton Pty Ltd | Understanding the unregistered tax agent population(c) | 49,970 |
Culture Plus Consulting Pty Ltd | ATO staff experience diversity and inclusion | 85,360 |
EY Sweeney | Contemporary education for small business | 108,779 |
EY Sweeney | Modernising Business Registers brand research | 63,855 |
JWS Research | Understanding business perspectives of registers | 15,928 |
Kantar Public Australia Pty Ltd | Exploring professional development for teachers | 32,615 |
Orima Research Pty Ltd | Measuring community perceptions | 357,979 |
TOTAL | $ 714,486 | |
Notes
(a) For the purposes of section 311A of the Commonwealth Electoral Act 1918, the ATO does not undertake polling activity.
(b) The ATO made no payments over $14,300 (GST inclusive) to advertising or direct mail organisations in 2020–21.
(c) Relates to work undertaken on behalf of the Tax Practitioners Board.
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