Queensland Triples Creative Agency Panel to 45 Suppliers
Queensland expands government creative roster from 15 to 45 agencies through 2030, adding Ogilvy and Dentsu while prioritizing local small businesses for procurement.
Queensland has expanded its Creative Advertising Preferred Supplier Panel from 15 to 45 agencies for a five-year term ending November 2030. The new roster adds holding company agencies Ogilvy Australia and Dentsu Creative while removing Clemenger BBDO and Brisbane-based independent Redsuit from the previous lineup.
The expanded panel allows approved agencies to pitch for Queensland Government advertising work without submitting individual tenders for each brief. Services covered include campaign development, production, digital strategy, and social media.
Small Business Focus Drives Local Participation
Of the 45 appointed agencies, 39 qualify as small businesses and 27 are registered in Queensland. The composition reflects the state government's 30% participation target for Queensland-based small businesses under new procurement guidelines.
The Department of Housing and Public Works stated the expanded roster "reflects the dynamic nature of the industry and aims to deliver supplier diversity, depth of capability, and enhanced outcomes for Queenslanders."
Independent Media Agencies Australia (IMAA) welcomed the local business emphasis. The threefold increase in panel size compared to the 2019 roster provides Queensland-based agencies significantly broader access to government work.
Notable returnees include WPP's VML, Hero (formerly JSA Creative), and consulting firm KPMG. Welcome to the Fold, previously known as Lime, also retained its position. The inclusion of KPMG signals growing demand for agencies offering hybrid consulting and creative capabilities.
Streamlined Procurement Mirrors Regional Trends
Queensland's preferred supplier model aligns with broader procurement efficiency initiatives across Asia-Pacific governments. The Philippines recently implemented e-marketplace systems that reduced public sector sourcing timelines by 30%, demonstrating similar goals of balancing operational speed with competitive dynamics.
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Preferred supplier panels eliminate repetitive tender processes for routine creative work while maintaining competition among pre-approved agencies. The approach differs from traditional procurement where each project requires separate bidding, which can extend timelines by weeks or months.
The model excludes certain services like graphic design and photography due to their low-value, high-turnover nature. These remain available through open market procurement channels better suited to smaller, frequent transactions.
Media Buying Remains Separate
WPP's Essence MediaCom continues managing Queensland Government's media planning and buying separately from the creative panel. The agency retained its approximately $60 million annual media spend account in 2024, maintaining a relationship spanning over 20 years.
The creative panel operates independently from media buying arrangements, allowing the government to optimize both creative development and media placement through specialized partnerships.
The panel will undergo periodic reviews throughout its five-year term to ensure agencies maintain required capabilities as industry conditions evolve. Queensland's approach provides a framework other regional governments may examine as they modernize procurement systems while supporting local business participation.
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