Appendix 7: Advertising and market research

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Table 47 sets out particulars of amounts of more than $10,900 paid by, or on behalf of, the department to advertising agencies, market research organisations, polling organisations, direct mail organisations and media advertising organisations.

Information is reported in response to, and in the categories stipulated by, the 'Requirements for annual reports', Department of the Prime Minister and Cabinet, June 2009. This is in turn based on the requirements of Section 311A, 'Annual returns of income and expenditure of Commonwealth departments', of the Commonwealth Electoral Act 1918.

Note that organisations marked with an asterisk (*) are considered to be consultancies, and also appear in the department's list of consultancy contracts (www.daff.gov.au/annualreport). Amounts reported in this section may differ from those in the consultancies list; this is because the latter includes projected expenditure, whereas this report just covers actual expenditure in 2008–09.

Table 47 Amounts over $10,900 paid for advertising and market research in 2008–09

Organisation

Description

Expenditure ($)

Advertising agencies—creative head hours billeda

KWP Advertising

Provide advertising creative services for the Quarantine Matters! campaign

72,847

Ethnic Communications*

Provide advertising creative services for the Quarantine Matters! campaign (non‑English and avian ads)

124,248

Market research organisations—including those providing media monitoring services

Cox Inall Communications*

Provide communications support to help assess the social impact of drought, as part of the Drought Policy Review

79,612

Instinct and Reason*

Evaluate a pilot project, and research barriers and opportunities to increasing Indigenous employment in primary industries ($110,000)
Undertake market research to provide understanding of client and stakeholder behaviours, attitudes and information preferences relating to climate change and drought ($5,500, ongoing)

115,500

Media Monitors

Provide media monitoring to support activity across the department (e.g. track and provide records of radio, TV and press coverage about portfolio-related issues and activities)

263,032

Open Mind Research Group*

Conduct tracking research for the Quarantine Matters! public awareness campaign, to help evaluate the campaign's effectiveness in reaching and influencing target audiences

213,117

Polling organisations

Nil to report

 

0

Direct mail organisationsb

Blue Star Print Group Australia

Warehouse and distribute public awareness material, including Quarantine Matters! brochures and products

86,073

McMillan Print Group

Warehouse and/or distribute public awareness material, including Quarantine Matters! brochures and products ($69,841) and contours magazine ($8,895).

78,736

Media advertising organisations—campaign advertising
The department bought all of its campaign advertising through the government's master media-buying agency, McCann Worldgroup. This was to meet the requirements of the Australian Government’s Central Advertising System, a whole-of-government system administered by the Department of Finance and Deregulation

McCann Worldgroup

Purchase advertising for the Quarantine Matters! public awareness campaign, including avian influenza (bird flu) sub-component. Channels included TV, internet, cinema, inflight, press, airport signage and multicultural radio

3,916,152

Indo Pacific Edelman

Purchase of advertising space in Indonesian media to support the objectives of the Joint Illegal Fishing Public Information Campaign

19,814

Media advertising organisations—non-campaign advertising, including recruitment
The department bought all of its non-campaign advertising, except for Telstra 'White pages', through the government's master media-buying agency, hma Blaze. This was to meet the requirements of the Australian Government's Central Advertising System, a whole-of-government system administered by the Department of Finance and Deregulation

hma Blaze

Purchase all of the department's non-campaign advertising, including recruitment advertising nationwide

869,713

Total

5,838,844

a Although the Requirements for annual reports (Department of the Prime Minister and Cabinet, June 2009) stipulates amounts be reported in 'creative head hours', these amounts will also encompass some production costs (e.g. printing, graphic design, studio, photographic)—because of how the agencies describe and invoice services, and how the department codes and records marketing-related expenditure, respectively.

b Although the Requirements for annual reports stipulates amounts be reported ex-postage, these amounts will encompass some (Australia Post) postage costs—because of how the suppliers describe and invoice services, and how the department codes and records marketing-related expenditure, respectively. Suppliers pay the Australia Post costs and then recoup the costs back from department.

Note: Apparent errors in addition are due to rounding.

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Last reviewed:
08 Oct 2009
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