Advertising campaigns between $250,000 and $1 million

The Department of Customer Service peer review and coordinate all campaigns over $250,000. Know the rules, your responsibilities and what to expect during the peer review process. 

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Important changes to media agency services arrangements

The Media Agency Services Contract arrangement with the panel of suppliers UM, Atomic212, Wavemaker, Havas and OMD ended on 30 September 2022. Following a rigorous two stage tender process OMD have been awarded the new Media Agency Services contract that commenced on 1 October 2022. All incumbent media agencies are working with OMD to transition all currently planned, booked and live campaigns.

In brief

You are legally required to:

You should also:

Read below for more detailed information.

CALD and Aboriginal advertising policy

NSW is one of the most culturally and linguistically diverse states in the world. Government advertising must be sensitive to cultural needs and issues, and reflect the cultural and linguistic diversity of NSW.

In addition:

  • At least 7.5 per cent of an advertising campaign media budget is to be spent on direct communications to multicultural and Aboriginal audiences. Spend may be on media or non-media communication activities (e.g. events, participation at cultural festivals, direct mail, competitions and websites) as deemed most effective for the campaign. 
  • Agencies should also report on these activities as part of the Multicultural Policies and Services Program reporting requirements.
People living with disabilities

There are approximately 1.3 million people with disability in NSW. Awareness of the communication requirements for people with disability is one of the principles covered in the guidelines. 

Under the Disability Discrimination Act 1992, agencies must ensure that people with disabilities have the same fundamental rights to access information and services as others in the community.

Agencies should consider:

  • images that are used in advertising are representative of the NSW population and include people with disabilities where appropriate
  • captioning television and other multimedia advertising, and AUSLAN interpretation for people with hearing impairment
  • accessibility requirements for websites
  • information is designed for people living with intellectual disabilities and available in multiple accessible formats.

The Disability Inclusion Act 2014 requires NSW Government departments and agencies to develop and put in place their own Disability Inclusion Action Plan. Refer to your Disability Inclusion Action Plan when planning a Government advertising campaign. 

Regional communities

Regional NSW communities are an important audience for NSW Government campaigns. 

  • When developing NSW Government advertising campaigns, regional media channels including local community media should be considered where relevant, to meet the needs of regional and rural communities. 

  • At least 26 per cent of an advertising campaign media budget is to be spent on direct communications to regional NSW audiences, i.e. a media split of 26-74 regional NSW- greater Sydney. 

  • Regional NSW refers to areas of the state outside Greater Sydney, Wollongong and Newcastle.  

Tips for effective engagement with regional audiences: 

  • Consider appropriate images and tailored messages and calls to action that will be relevant and resonate with regional communities in the target areas.  

  • Advertising in local and independent media outlets can be effective and efficient. The NSW Government Media Agency Services (MAS) provider OMD can provide expert advice on the suitable media channels to use. 

  • Engage local community-based media to discuss any specific local nuances that may help make communications more effective.

  • Make clear to the media outlet when disseminating media releases if it is connected to paid advertising placements in that media outlet. They may help with amplification of your messages. 

  • Be informed about the longer publishing lead times and media content deadlines in some regional media outlets to ensure you are providing timely information, especially for specific events. 

Complying with the Act, Regulation and guidelines

Government advertising must be apolitical, which means it can’t be designed to influence support for a political party, minister, member of parliament or candidate. 

In addition to being apolitical, government advertising must be:

  • accurate
  • presented in a fair and accessible manner 
  • adhere to branding
  • sensitive to cultural needs and issues, and reflect the cultural and linguistic diversity of NSW
  • respectful in the portrayal of gender and sexuality 
  • inclusive of people with a disability

These rules are set out in the advertising guidelines (PDF 72.38KB) and legally required under the Government advertising act 2011 and Government advertising regulation 2018

The advertising guidelines (PDF 72.38KB)  also set out the range of objectives advertising can achieve, as well as the standards and principles you should observe when planning, developing and managing NSW Government advertising campaigns.

Campaign approval

All government advertising campaigns with budgets greater than $250,000 (excluding GST) must be peer reviewed.

This includes all advertising categories (recruitment, public notices and public awareness campaigns).  

Peer review is a two-stage process

Stage 1 - budget approval

Government agencies submit an advertising budget proposal to the Department of Customer Service Campaign Effectiveness Team (DCS team) for each campaign planned for the upcoming financial year. 

The DCS team review the proposals and provide advice to ensure advertising:  

  • is developed in collaboration with relevant agency partners  

  • has evidence of its likely effectiveness 

  • leverages government communication channels 

  • makes use of data and customer and behavioural insights and 

  • contributes to the ambitions and priorities of the All of Government Communication Framework 

The DCS team make recommendations to the Expenditure Review Committee (ERC). ERC centrally coordinate government advertising and give campaign budget approval.   

The DCS team’s advice to ERC may include that: 

  • there is strong evidence of effectiveness and minimal check ins with the DCS team required  

  • evidence and key details are yet to be completed and check ins with the DCS team on a range of areas is advised 

  • resubmission needed - more details and evidence required (we’ll work closely with agency) 

The DCS team might also recommend that some of the budget is approved to conduct research or provide more evidence to support the strategy (these campaigns will go back to a future ERC meeting for approval of the remainder of the proposed budget). 

Stage 2 - campaign review

Once you have campaign budget approval, the DCS team will review your campaign, and contact you with what you'll need to do to complete this stage. 

At a minimum, you’ll be required to: 

  • supply a media plan and creative concepts  

  • complete specialist check-ins with the DCS team

What happens next?

After stage 1 and stage 2 are complete, you'll receive a peer review completion letter. Your agency head will want to see the completion letter before signing your compliance certificate. 

After the campaign is completed

You will need to submit a post-campaign effectiveness report to the DCS team within three months of campaign completion.  It identifies campaign results against objectives, key learnings and recommendations for future campaigns. 

Learn more about evaluation.

Compliance certificates

The compliance certificate is a short statement signed by the head of your agency (unless exempt) that confirms the government advertising campaign:

  1. complies with the Act, Regulation and advertising guidelines (PDF 72.38KB)
  2. contains accurate information
  3. is necessary to achieve a public purpose and is supported by analysis and research
  4. is an efficient and cost-effective means of achieving the public purpose.

It must be completed before your advertising starts.

You can use our compliance certificate template or prepare your own.

Advertising compliance certificates must be publicly available and (free of charge) on the agency's website.

When is a compliance certificate not needed?

You don’t need a compliance certificate for routine advertising under $250,000 (ex GST) as long as:

What is 'routine advertising'?

Routine advertising is defined in Section 7 of the Regulation as

  • information about routine matters relating to the provision of services, including notification of service changes
  • information about requirements imposed on persons
  • community announcements or notices about community events or activities; 
  • notices or announcements required to be made by or under any law; 
  • recruitment notices
  • government tender or procurement notices.

How to engage NSW Government’s contracted media agency

Optimum Media Direction (OMD) manage media planning and buying services for paid advertising placements for all of NSW Government. All paid media campaigns and related media planning/media strategy work should go through OMD.

Key dates to note

  • Monday 19 September 2022 - All new campaign briefs go to OMD
  • Monday 26 September 2022 - All new non-campaign briefs go to OMD

Please direct any questions on the transition of campaigns to your current media agency in the first instance and queries on the MAS transition in general to the campaign performance team.

A good brief is essential

See below for OMD's briefing form.

Aim for a detailed and clear brief that includes:

  • background information
  • brand information
  • possible competitive challenges
  • past learnings
  • campaign objectives
  • target audience
  • broader communications strategy
  • campaign logistics and budget
  • in-market dates and timelines.

Based on your brief and timings OMD will provide suitable service deliverables that include but are not limited to a fully costed media plan.

OMD is remunerated for its services via a flat % fee on the media/activity plan. The same flat fee applies to all media plans/activity regardless of size or type. More info on the OMD contract scope can be found here. 

Contact Optimum Media Direction (OMD)

Choose a communications services provider (for non-media planning and buying)

Applications for the Advertising and Digital Communications Scheme (SCM2701) are currently paused in preparation for the update to the NSW Government e-tendering platform. As of February 2023, new scheme modules will become part of the NSW Supplier Hub and all Scheme memberships will be managed through here. 

Applications for SCM2701 will reopen in February 2023. 

The Supplier Hub is the central gateway to access whole-of-government procurement systems including eTendering and our new schemes module. Registration with Supplier Hub is now a mandatory requirement for all NSW Government suppliers. Suppliers can sign up via the Supplier Hub.

The Advertising and Digital Communications Prequalification Scheme (the Scheme) lists prequalified advertising and digital communications service providers across a range of fields, including but not limited to, video production, market research and graphic design.

Key Benefits

  • Makes it easier for NSW Government departments and agencies to source approved suppliers for a range of marketing communications services
  • Gives marketing service providers with relevant and proven expertise the opportunity to deliver work for NSW Government
  • Helps aggregate government spending to ensure value for money.

Types of capabilities

  • market research
  • strategy
  • marketing and campaign services 
  • public relations
  • social media
  • Indigenous communications and engagement
  • CALD communications and engagement
  • visual communications
  • written communications
  • digital communications
  • production

Please refer to the Scheme Conditions (DOCX 102.08KB) for more information about the capabilities and services available for prequalification.


    Additional to any guidelines specific to your department, the following procurement rules apply when using a service provider on the Scheme:

    • If the cost is between $50,000 and $150,000 you need one quote.
    • If the cost is more than $150,000 you will need three quotes.

    Formalise your agreement

    We recommend using a standard form of agreement (DOCX 61.68KB) to formalise your agreement with a scheme service provider.

    Please check with your Department’s Procurement Team if any procurement rules apply.

      Suppliers on the Advertising and Digital Communications Prequalification Services Scheme

      Find the complete list of suppliers who have been approved for the Advertising and Digital Communication Services Prequalification Scheme.

      Please note: This scheme is now accepting new applications. The Scheme has increased the number of capabilities and updated the types of services available for prequalification. This will make it easier for NSW Government departments and agencies to find approved suppliers that match their needs. Existing service providers who wish to remain prequalified must also reapply. Applications can be made on

      If you engage with Suppliers on the Scheme, we ask that you contact the campaign performance team and provide the following details upon engagement:

      • Buyer Name
      • Buyer Government Department/Agency
      • Purpose of Scheme Engagement
      • Supplier(s) Name
      • Capabilities Utilised (please select from the 11 capabilities offered on the Scheme)
      • Budget Estimate (including GST)

      Recruitment, procurement and public notices


      Speak with your people and culture division before advertising.

      If you will be placing the advertisement, contact OMD for advice about media options available, costs, geographical coverage of various newspaper titles, dates of publications, booking deadlines, circulation and readership if needed. 

      Public notices

      Public notices appear on a weekly basis (Wednesday) in the Sydney Morning Herald and Daily Telegraph.  

      Contact OMD for advice about media options available, costs, geographical coverage of various newspaper titles, dates of publications, booking deadlines, circulation and readership if needed.


      Procurement notices including requests for tender, requests for quote, requests for information and expressions of interest are advertised on the NSW Government e-Tendering website.

      Contact the NSW Procurement Service Centre on 1800 679 289 or email Press advertising of tenders is discouraged.

      Expenditure reporting

      The DCS campaign performance team request information about advertising expenditure from government agencies as needed, including estimated forward expenditure and final campaign costs.

      An updated report is published (every six months) on our website with details of advertising media expenditure by government agencies. 

      We encourage you to publish information about your own advertising programs on your websites. Information may include advertising rationale, objectives, costs and outcomes. 

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