Government agencies are required to select creative agencies by a competitive selection process. Agencies are required to consult with the Director, Strategic Communications & Government Advertising on the development of the advertising brief and creative advertising agencies to be considered.
Information in the brief could be structured/provided under the following headings to assist creative advertising agencies to better understand and respond to individual requirements.
Introduction
- Background (including any information to research which will enable the agency to develop a broader understanding of the advertising)
- Aims and Objectives
- Target group(s)
- Tone and Positioning of Advertising
- Challenges and Key Messages
- Timetable
- Budget (including desirability of budget stretching and value added initiatives if appropriate)
- Material to be provided by agencies
- Strategic approach proposals
- creative concepts
- media proposals
- remuneration arrangements and charges
- names and details of agency staff to work on the account
- two client referees
- Contact for Inquiries and Submission of Tenders
- Closing date
The brief should also indicate that all media must be booked through the NSW Government's Master Media Contract Agency, currently Mediacom.
All selection panels for the evaluation and appointment of creative agencies need to include a representative from Strategic Communications & Government Advertising.
Contact: Isobel Scouler
A/Manager Strategy & Policy
Strategic Communications & Government Advertising
Fax: (02) 9372 7422
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