Victorian Government Purchasing Board
Achieving Excellence in Government Procurement

News and Announcements

1. MAMS SPC Contract Extension

The MAMS SPC with both Dentsu Mitchell and Zenith Optimedia have been extended for a period of three months until 30 November 2017.

The Department of Treasury and Finance, as the Lead Department  is currently undertaking a request for tender (RFT) process to establish a new SPC for the provision of MAMS.

This additional time will allow finalisation of the MAMS RFT process and allow for a sufficient transition in process,

Departments and Agencies Affected

This advisory note affects all departments and agencies that currently use the MAMS SPC.

What should you do?

No action is required at this time It is business as usual with both Dentsu Mitchell and Zenith Optimedia for campaign and non-campaign advertising activities.

For any further information, feel free to contact the MAMS SPC Category Manager.

2. The Victorian Government has introduced restrictions on non-campaign advertising in metropolitan print media by government departments**

Departments are not permitted to place non-campaign advertising in metropolitan newspapers, except where there is a legislative requirement. Non-campaign advertising includes functional advertising, such as tenders and road closure notices, and recruitment advertising.

All tenders for departments will now be advertised on

These changes are intended to bring the Victorian Government into line with the global trend towards digital advertising and reflects the fact that people are increasingly searching online for information, services and career opportunities.

The restrictions apply to departments. Other government bodies are still able to place non-campaign advertisements in metropolitan print media, but are encouraged to use digital channels in preference to metropolitan print. The restrictions do not apply to advertising in regional newspapers or in culturally and linguistically diverse newspapers and publications.


The SPC for provision of Master Agency Media Services (MAMS) was established following an open tender process undertaken by the Department of Premier and Cabinet. The management of the SPC was transferred to the Department of Treasury and Finance in September 2015. The SPC offers media strategy, planning, buying and reporting for campaign and non-campaign services.

The SPC commenced on 1 September 2012 for an initial three year term. The SPC has two one-year extension options, with the first option exercised until 31 August 2016. The SPC is a closed panel arrangement with campaign services provided by Dentsu Mitchell Media and non-campaign services provided by Zenith Optimedia.

Key SPC benefits

The objectives of the contract are to provide strategic oversight and economies of scale to ensure that the Victorian Government spend on advertising demonstrates value for money whilst also monitoring advertising expenditure and achieving major commercial and non-commercial benefits.

The SPC provides the following benefits for both campaign and non-campaign advertising services:

  • cost savings and bonus (additional services and support) across media channels including television, digital, print and radio;
  • additional media reporting;
  • advice and analysis for individual campaigns; and
  • communications training and seminars.

Lead Agency
Department of Treasury and Finance
Conditions of Use
Reference Number
MAMS contracts
Closed panel
Start Date
End Date
Primary Contact
Patrick Muscat
Senior Category Manager
Department of Treasury and Finance
Phone: (+613) 9651 1559
Secondary Contact
Alex Bonner
Senior Category Manager
Strategic Sourcing
Department of Treasury and Finance
Phone: (+613) 9651 5534

Who can access this SPC?

Mandated Departments

Click here for the full list.

Mandated Agencies

Click here for the full list.

Departments and agencies bound by Victorian Government Purchasing Board policies must purchase from the SPC if the arrangement is mandated. Refer to the above listS.

Subject to approval by the lead department, other government owned or supported organisations such as not-for-profit, councils and other government bodies may access the SPC on a discretionary basis. Consult the category manager to confirm eligibility.

Departmental Contract Managers

Departmental representatives/contract managers are the key point of contact between the SPC category manager and departmental users. They can be contacted for SPC information and are responsible for resolving operational issues raised by contract users and suppliers. List of department contract managers can be found in the Department-Contact-Table-MAMS-2016.docx

Supplier Details


Dentsu Mitchell Media


John Thompson
Managing Director, Government


105 York Street
South Melbourne, Victoria 3205


(03) 9693 6373




ZenithOptimedia Australia Pty Ltd


Megan Kay
Group Account Director


Level 6, 28 Freshwater Place
Southbank, Victoria 3205


(03) 9685 3145


What you can buy from this SPC

The SPC provides the following services for advertising:  media strategy, planning, buying and reporting for campaign and non-campaign services.

Campaign services:

Campaign advertising can involve state, national and international paid media placement. It is designed to inform, educate or change behaviour of the general public. It requires strategic planning in the area of media and creative services to achieve the set objectives.

Non-campaign services:

Functional - Functional advertising falls within non-campaign services.  Functional advertising is simple and informative, and generally for immediate or short-term appearance.

Recruitment – Recruitment advertising 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.

RULES OF USE: How to use this SPC

Parties using the SPC are legally required to comply with the rules of use established by the lead department for purchasing under the SPC.

To access the MAMS SPCs, the user must first determine the type of advertising that they are looking to place and whether it is classified as campaign or non-campaign advertising.

The following process must be adhered to:

1. Review the Department of Premier and Cabinet’s classification of advertising types to establish which SPC you would be required to use and the associated process.

2. Complete the brief form.
Complete the brief form provided by the relevant supplier and email it to your account contact. Please ensure that you provide all of the relevant authorisation information (i.e. purchase order, cost centre, MAMS number) at the time of briefing to ensure there are no delays in placing your order and for invoicing to be accurate.

3. Receive quote/schedule.
The relevant supplier will review and confirm your job brief, then provide a media schedule/quote suited to the requirements of your brief. A period of 10 business days is given to suppliers to provide them with adequate time to ensure the best and most competitive response. When a brief is complex more time may be required for the quoting process, this will be negotiated and agreed between you and the relevant supplier on a case by case basis.

4. Approval of quote/schedule.
Once the quote is ready to be approved, you must provide the relevant supplier with the appropriate authorisation. Proper authorisation is essential to ensure that the schedule can be actioned and that the invoicing/payment process occurs without any complications. The relevant supplier will be in contact with you to confirm delivery and any other details that are required for the booking to proceed.

5. Ensure that the invoicing process occurs smoothly and that payment to the suppliers occurs within the agreed payment terms of 30 days from invoice.  

  • The invoice is emailed directly to the accounts payable of the department or the nominated contact.
  • Please note that for campaign activity a post campaign analysis report must be provided for expenditure over $150,000 per campaign.
  • All invoices must also be accompanied by “proof or appearance” or similar, to the satisfaction of the MAMS user.

How to advertise on behalf of government

Please refer to the Department of Premier and Cabinet website on how to advertise on behalf of government:

How to join the SPC

Organisations interested in joining the SPC and accessing confidential information should follow the process below:

Please note confidential information may only be accessed and used for the purpose of joining the SPC and purchasing under the SPC.

Step 1. Register to DTF.APPS portal and complete an on-line confidential information access request form to access confidential information for the selected SPC. Please refer to the  instructions in the Registration Guide (126KB)

Step 2. The category manager will verify your eligibility to access the confidential information and if approved, you will be notified via email.

Step 3. Following DTF.APPS  email approval, to access to the SPC (i.e. engaging MAMS Suppliers), you are required to complete the MAMS User Registration and Acknowledgment form and email the category manager. Once reviewed, the category manager will provide an outcome to you via email. 

Confidential Information

Confidential contract information is available to approved users. You can obtain access to this information by creating a user account for the new SPC confidential information system. Please refer to the instructions in the How to join the SPC section above.

The confidential section contains the executed supplier rates for ancillary services.


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