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Advertising and market research

During 2019–20, Defence conducted advertising for recruitment and other campaigns. Further information on those advertising campaigns is available at www.defence.gov.au and in the reports on Australian Government advertising prepared by the Department of Finance. Those reports are available at www.finance.gov.au.

Table 4.5 shows total advertising and market research expenditure by Defence during 2019–20. Table 4.6 shows Defence spending on advertising and market research by Service and Group.

Table 4.5: Total advertising and market research expenditure, by type, 2018–19 and 2019–20

Type

2018–19 Expenditure ($)

2019–20 Expenditure ($)

Advertising

13,783,288

12,797,399

Market research

1,737,957

1,728,567

Polling

_

_

Direct mail

397

1,830

Media advertising

44,255,875

45,425,387

Total

59,777,516

59,953,183

Note: All figures are GST inclusive.

Table 4.6: Total advertising and market research expenditure, by Service and Group, 2018–19 and 2019–20

Service or Group

2018–19 Expenditure ($)

2019–20 Expenditure ($)

Strategic Policy and Intelligence

661,227

41,102

Defence Executive Support

10,470

486,112

Defence Finance

1,404

11,428

Joint Capability

90,655

111,713

Navy

95,772

132,953

Army

78,659

111,467

Air Force

161,556

221,445

Australian Defence Force Headquarters

47,464

4,365

Capability Acquisition and Sustainment

77,164

77,966

Estate and Infrastructure

121,140

147,818

Chief Information Officer

_

15,022

Defence People

58,283,656

58,437,297

Defence Science and Technology

148,348

154,495

Total

59,777,516

59,953,183

Note: All figures are GST inclusive.

Table 4.7 provides details of individual payments of more than $14,000 (GST inclusive) to persons or organisations for advertising campaigns and market research.

Table 4.7: Individual payments of more than $14,000 to advertising and market research agencies, by Service and Group, 2019–20

Service/Group and agency name

2019–20 expenditure ($)

Purpose

Navy Capabilities

Market research

Data Analysis Australia Pty Ltd

40,150

Market research for longitudinal survey

Air Force Capabilities

Advertising

Universal McCann

33,129

Advertising of Edinburgh Air Show

Estate and Infrastructure Group

Advertising

Universal McCann

17,713

Public notices—Defence field firing ranges

Defence People

Advertising

George Patterson Y&R

10,079,021

ADF recruitment advertising

Havas Worldwide Australia

32,384

ADF recruitment advertising

Story Lab Pty Ltd

20,499

ADF recruitment advertising

Market research

Chat House Research Pty Ltd

39,285

Qualitative and quantitative research to maximise ADF recruitment targets

Digital Transformation Agency

27,500

Qualitative and quantitative research to maximise ADF recruitment targets

Hall & Partners

571,368

Qualitative and quantitative research to maximise ADF recruitment targets

Helmsman Services Pty Ltd

107,570

Qualitative and quantitative research to maximise ADF recruitment targets

Taylor Nelson Sofres Australia

523,178

Qualitative and quantitative research to maximise ADF recruitment targets

Universal McCann

204,600

Qualitative and quantitative research to maximise ADF recruitment targets

Media advertising

Australian Public Service Commission

233,215

Public Service Gazette

Universal McCann

92,073

Defence graduate marketing package

Universal McCann

200,922

ADF recruitment advertising

Universal McCann

42,966,596

Planning and placement of campaign advertising

Defence Science and Technology Group

Market research

News Limited

16,500

Australian research—Defence report

Media advertising

Universal McCann

16,014

News media article

Capability Acquisition and Sustainment

Media advertising

Universal McCann

21,673

Advertising of Defence Industry Conference

Defence Executive Support

Advertising

Universal McCann

466,893

Army Reserve bushfire announcement

Note: All figures are GST inclusive.