Master Agency Media Services Policy and Contract Guidelines SEPTEMBER 2012
2 Purpose The Master Agency Media Services (MAMS) contracts are a Whole of Victorian Government purchasing arrangement for media agency services. The services include the supply of advertising media strategy, planning, purchasing, implementation, reporting and evaluation and ancillary services. ABOUT THE MASTER AGENCY MEDIA SERVICES (MAMS) CONTRACTS By consolidating media expenditure through the MAMS contracts the Victorian Government: maximises its ability to negotiate rate discounts, and achieve added value and improved terms and conditions from third party media organisations (the media); is able to secure high quality specialist media services at discounted rates and conditions; and ensures the effectiveness of its media expenditure and advertising activities through professional development of media strategy, informed media selection, appropriate media placement and rigorous monitoring and post-analysis. The MAMS contracts have been entered into by the Department of Premier and Cabinet (DPC) on behalf of the State of Victoria. Contract management is the responsibility of the Strategic Communication and Protocol Branch of DPC. Individual entities (contract users), use the MAMS contracts on a Purchase Order basis and remain responsible for the payment of all services and media activity ordered through these contracts. These guidelines outline the principles for use of the MAMS contracts.
3 Scope of Services The MAMS contracts must be used by all Victorian Government entities for purchasing of media from third party media organisations for the purpose of advertising. SERVICES PROVIDED THROUGH MAMS Third party media organisations include, but are not limited to, those organisations that provide advertising media in: metropolitan, regional, interstate or international markets; broadcast media including radio, television, internet and mobile telephony; print media including magazines, newspapers, journals; out of home media including cinema, outdoor billboards, transit (bus/train/tram/taxis) ambient and ambush; shopping context including centre displays, info-booths, trolleys, dockets; digital media including pod-casting, e-broadcasting, mobile and search engine marketing; product placement, viral, advertainment/advergaming; and any new and emerging media where advertising messages are carried on behalf of third party organisations for payment in cash or in kind. The services provided through the MAMS contracts include the development of media strategy, media planning and scheduling, media purchasing and placement, media rate negotiations, monitoring of advertising proof of appearance, performance evaluation and post analysis. The services can also include production and despatch of advertising material at net cost. The MAMS contracts do not provide creative advertising services. These are provided through the Whole-of-Victorian-Government Marketing Services Panel arrangement.
4 THERE ARE TWO MAMS CONTRACTS Campaign Services: This comprises services for campaign advertising. It excludes recruitment and functional advertising. Non-Campaign Services: This comprises services for recruitment and functional advertising only. CAMPAIGN ADVERTISING DEFINITION Campaign advertising can involve state, national and international paid media placement. It is designed to inform, educate, motivate or change the behaviour of the general public. It requires strategic planning in the area of media and creative services to achieve the set objectives. Campaign advertising can include: market or social research; creative development and production; sponsorships/partnerships; advertising agencies; and any specialist commissioned in the development, production and dissemination of campaign materials (i.e. video production, event managers, graphic designers).
5 FUNCTIONAL ADVERTISING DEFINITION Functional advertising falls within non-campaign services. It is informative advertising, and generally for immediate or short-term appearance. It contains factual statements not intended to change behaviour or promote government policies or campaigns. This type of advertising incorporates all types of media which involves state, national and international paid media placement. Functional advertising can include: expressions of interest, requests for tender, requests for quote; public transport timetable notices and road closures; announcement of changes to government services; availability of government funds, grants and award programs; details about community consultation, public hearings, investigations, seminars, workshops and other government events; statutory/regulatory notices: legislative changes, environmental assessment or development notices; urgent public health or safety announcements (e.g. non statutory notices for emergency); and community announcements. RECRUITMENT ADVERTISING DEFINITION Recruitment advertising falls within non-campaign services. It communicates information to attract applications for a specific role or a number of roles for high-volume recruitment. This type of advertising incorporates all types of media which involves state, national and international paid media placement. Recruitment advertising can include: specific role advertising; a group of roles advertised within a composite format; a high volume of ongoing roles linked to a strategic media plan; a high volume of roles linked to a work-force plan; graduate, intern or co-op student recruitment drives; specific roles advertised in conjunction with Employer Brand initiatives; employer brand strategy, planning and implementation across all media channels; creative development, production including online content; and any specialist commissioned in the development and production of recruitment advertising materials (i.e. graphic designers, copywriters, video production, photographers).
6 Eligibility Use of the MAMS contracts is mandatory for the Victorian Government public service bodies, public sector entities and special bodies as defined in sections 4, 5 and 6 of the Public Administration Act (the Act), which can be found at www.legislation.vic.gov.au ELIGIBILITY TO USE THE MAMS CONTRACTS Public service bodies are departments, Administrative Offices and the State Services Authority. For a list of the Departments and current Administrative Offices refer to www.ssa.vic.gov.au Victorian public sector entities include the public health sector, public schools, TAFEs and other educational entities, Victoria Police and Emergency Services, Water and Land Management, Arts agencies and cemetery trusts. Use of the MAMS contracts is also mandatory for any other government agency that is wholly funded by the Victorian Government, or recruitment agencies/consultancies placing recruitment vacancy advertising on behalf of an entity that must use the MAMS contracts. The following entities may be granted conditional eligibility to use MAMS contracts: Entities that are not part of the Victorian Government public sector (as defined in the Act), that are placing advertising solely as an agent of an entity that is a mandatory user of the MAMS contracts. Entities that have been commissioned to undertake a project on behalf of an eligible Victorian Government entity that includes undertaking advertising solely for the purpose of achieving the objectives of the project. However: services must be commissioned by the government entity as the eligible user; and advertising activity will be required to comply with Victorian Government advertising policies.
7 DPC may, at its discretion, grant conditional eligibility to an organisation or specific project to use the MAMS contracts on a one-off basis. In exercising its discretion DPC will assess the following factors: demonstrated public benefit; the purpose of the entity; the purpose of the specific project for which eligibility is sought; the likely expenditure by the entity through MAMS contracts; the amount of funding or other in-kind assistance provided by government; the financial impact of withdrawal of access if an entity previously used MAMS contracts; and/or the unintentional provision of competitive advantage or use for commercial purposes by a commercial entity in accessing MAMS contracts. In granting conditional eligibility to use the MAMS contracts, DPC reserves the right to: require the entity to formally agree to the MAMS Contract User Obligations; require the entity to comply with the Victorian Government Communication Guidelines; and limit or withdraw access to the MAMS contracts. INELIGIBILITY The following entities are not eligible to use MAMS contracts: entities that are not part of the Victorian Government public sector as defined in the Act (other than where conditional access to the MAMS contracts has been given); entities that have been identified as an exempt body (excluding The Office of Public Prosecutions which is eligible) as defined under section 4 of the Act, including but not limited to a committee established under the Parliamentary Committees Act 2003, a council within the meaning of the Local Government Act 1989, a court, or a university within the meaning of the Tertiary Education Act 1993; public sector bodies that are placing advertising on behalf of an entity that is not eligible to use the MAMS contracts; and entities similar to those that are required to use the MAMS contracts but which are created by other States and Territories or the Commonwealth.
8 User Obligations MAMS CONTRACT USER OBLIGATIONS All users of the MAMS contracts must comply with the following: the obligations on MAMS users as set out in the MAMS contracts (www.procurement.vic.gov.au); use the MAMS contracts for purchasing any or all government advertising services provided by the MAMS service providers; adhere to prescribed documentation, procedures and administrative processes; pay service provider invoices within 30 days of receipt; and comply with the Victorian Government policies, guidelines and procedures relating to advertising and communication activities including but not limited to: Communication Access Policy (CAP) Evaluation Guidelines Gender Portrayal Guidelines Multicultural Communication Policy Regional Communication Policy Victorian Government Communication Guidelines. MAMS APPROVAL NUMBER CAMPAIGN SERVICES In order to book media for campaign advertising, a MAMS approval number must be included on the MAMS Purchase Order Form. The Purchase Order Form must be used for booking media with the MAMS service provider for campaign services. The MAMS approval number is a unique identifier which confirms that all government advertising and communication activity complies with the Victorian Government Communication Guidelines and all associated policies and other requirements. Note that approval numbers are not required for media bookings for functional and recruitment vacancy advertising. Further information regarding obtaining a MAMS approval number should be obtained from departmental Senior Communications Officers or the relevant service provider.
9 Further information Further information regarding the MAMS contracts is available at: www.procurement.vic.gov.au CONTACTS CAMPAIGN SERVICES Mitchell & Partners 105 York Street South Melbourne Telephone: 9693 5544 (Group Account Manager) NON-CAMPAIGN SERVICES Zenith Optimedia Level 6, 28 Freshwater Place Southbank, Melbourne Telephone: 9685 3145 (Group Account Manager) Department of Premier and Cabinet Strategic Communication and Protocol Branch 1 Treasury Place East Melbourne Telephone: 9651 5920 (MAMS Contract Manager) Email: mams@dpc.vic.gov.au
10 Authorised and published by the Victorian Government, 1 Treasury Place, Melbourne Accessibility If you would like to receive this publication in an alternative format, please telephone the Strategic Communication and Protocol Branch on 9651 6834 or email artwork@dpc.vic.gov.au This document is also available in HTML format on the internet at www.dpc.vic.gov.au DPC120405.05