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Advertising and market research

Treasury is required to report on all payments over $13,800.00 (including GST) to advertising agencies, market research organisations, polling organisations, media advertising organisations and direct mail organisations.

In 2019-20, Treasury delivered two advertising campaigns, a second phase of the tax campaign and two streams of the COVID-19 Economic Response campaign (Stream 1: Economic Response and Stream 2: COVID-Safe Economy).

The second phase of the tax campaign was to inform Australians that reforms to the tax system were legislated and had become law.

The first stream of the COVID-19 Economic Response campaign supported the Government’s implementation of the economic response to COVID-19. It informed Australians and the business community on how the economic response package worked and the support available for businesses, individuals and families.

The COVID-Safe Economy stream of the campaign further supported the Government’s implementation of the 3-Step Roadmap to a COVID-Safe Economy. It encouraged the business community to develop COVID-Safe operational plans to keep employees and customers safe and help restart the economy. The campaign continued to inform Australians and the business community on how the economic response package worked and how it supported individuals and their families.

Campaign expenditure relating to advertising agencies, market research organisations, and media advertising organisations are outlined in the tables below.

Campaign compliance information is available at www.treasury.gov.au and in the reports on government advertising prepared by the Department of Finance and published at www.finance.gov.au/government/advertising.

Treasury was granted an exemption from compliance with the Guidelines on Information and Advertising Campaigns by non-corporate Commonwealth entities on the basis of extreme urgency for COVID-19 Economic Response campaign activity.

Other market research was undertaken as part of Treasury’s commitment to work effectively with stakeholders and inform policy responses.

Treasury did not make any payments to polling organisations or direct mailing organisations in 2019-20.

Advertising Agencies (creative advertising agencies which have developed advertising campaigns

Provider

Service Provided

Cost ($)

BMF Advertising Pty Ltd

Creative Services (Tax campaign)

$324,268.11

Note: these figures include head hour and production costs.

Market Research Organisations

Provider

Service Provided

Cost ($)

Cutthru Pty Ltd T/as Pollinate

Market Research (Tax campaign)

$94,050.00

Hall & Partners Pty Ltd

Market Research (Tax campaign)

$101,261.60

Hall & Partners Pty Ltd

Market Research (Economic Response campaign

$231,264.00

Hall & Partners Pty Ltd

Market Research (COVID-Safe campaign)

$188,102.20

Cutthru Pty Ltd T/as Pollinate

Market Research

$176,220.00

Reed, James Alan T/as Resolve Strategic

Market Research (Economic Response campaign)

$222,750.00

Note: Hall & Partners is the evaluation research agency for all Commonwealth Government advertising.

Media Advertising (Universal McCann Australia – the master media agency for all Commonwealth Government advertising)

Provider

Service Provided

Cost ($)

Universal McCann Australia

Campaign Advertising (Tax campaign)

$7,919,901.81

Universal McCann Australia

Campaign Advertising (Economic Response campaign)

$8,457,684.99*

Universal McCann Australia

Campaign Advertising (COVID-Safe campaign)

$11,932,964.02

Universal McCann Australia

Advertising for recruitment services

$100,453.00

Universal McCann Australia

Advertising for public notices

Nil

Note: all figures include GST.

Note: the Universal McCann Australia advertising figure includes $480,768.25 for creative services for the Economic Response and $128,867.73 for the COVID-Safe campaigns.