Master Agency Media Services (MAMS) contract

This contract offers access to media strategy, planning, buying and reporting services.


This contract offers access to media strategy, planning, buying and reporting services.

Lead Organisation: Department of Treasury and Finance

Conditions of use: mandatory

Arrangement type: sole supplier

Start date: 30 May 2021

End date: 1 June 2024

Access confidential information

Log in to view confidential commercial details of the contract (Government users only)

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Key benefits

Key benefits of this contract are:

  • full visibility of costs
  • a dedicated team of 58 staff to service whole of Victorian Government advertising requirements
  • value for money
  • offers services and support
  • covers a range of media channels such as television, digital, print, and radio
  • streamlined services covering media and dashboard reporting
  • advice and analysis for individual campaigns
  • communications training and seminars.

What’s covered

This contract covers:

Campaign services:

  • a campaign is designed to inform, educate or change behaviour of the general public
  • this needs strategic planning in media and creative services to achieve set objectives.

Functional advertising services:

  • functional advertising is simple and informative, and generally for immediate or short-term appearance.

Recruitment advertising services:

  • 'always on' recruitment advertising and with niche or specialised platforms and publications.

A full description of the services available is in the contracts portal.

What's not covered

This contract does not support standard online recruitment advertising such as vacant position advertising provided by SEEK, LinkedIn and Indeed. Direct engagement with these providers is required.

For further information on recruitment advertising please contact:

Supplier details

Optimum Media Direction Pty Ltd

ABN: 29 075 944 777
Address: Level 5 650 Chapel Street South Yarra VIC 3141
Contact: Kenny Stewart (Group Managing Director)
Mobile: 0409 795 560

Key contact

Contact: Gemma Lasenby
Title: Head of Victorian Government 
Telephone: 0405 408 976 

How buyers join this contract

Register as a new buyer for the state purchase contract confidential system (Government users only)

Step 1: Complete the Deed of Confidentiality.

Step 2: Seek approval following local agency processes.

Step 3: Email the completed confidentiality deed to State Purchase Contract access.

Step 4: The Category Manager will review the request. If approved, the signed deed will be returned. If rejected, an explanation will be provided.

Step 5: If approved, register as a buyer within the confidential system:


Step 6: Buyers will receive an email from the confidential system (DTF.APPS).

How buyers use this contract

Read the user guide before using this contract, to identify whether 'campaign', 'functional', or 'recruitment' services are needed.

The user guide is available in the contracts portal.

Step 1: Classification of advertising types

Determine the type of advertising required and whether it is classified as 'campaign', 'functional' or 'recruitment' advertising.

Refer to the Department of Premier and Cabinet’s classification of advertising types on Communication Planning and Master Agency Media Services.

Step 2: Use the brief template

Fill out the template for the services needed, then send it to the supplier.

Include this information in your order:

  • purchase order number
  • cost centre
  • MAMS number.

Step 3: Receive your quote and schedule

After the supplier checks the brief, they will provide a media schedule and quote.

The quoting process needs more time for a complex brief. If a brief is complex, the supplier assesses the time they need on a case by case basis.

These are the processing lead times and reporting turnaround times:

Processing lead times

Service Major campaign advertising Functional advertising Recruitment advertising
Development of a media strategy in response to a client’s brief 10 business days 5 business days 2 business days
Preparing detailed media plans and media schedules 5 business days 3 business days 1 business day

Reporting turnaround times

Traditional media Digital media Social media
Proof of appearance 10 business days of appearance 5 business days 5 business days
Mid-campaign reporting 5 business days and access to live reporting 5 business days
Post-campaign reporting 20 business days 20 business days 20 business days

Step 4: Submit a purchase order

Submit the purchase order form once your quote is approved.

Make sure you give proper authorisation. The supplier will contact you for delivery and other details.

Step 5: Invoicing

Make sure that invoices are processed efficiently and the supplier is paid within 30 days from the date of invoice.

The supplier will email the invoice directly to accounts payable of the relevant department or the nominated contact. Please give the supplier the correct email and other contact detail.

All invoices must be accompanied by 'proof or appearance' or similar.

Step 6: Customer feedback

Buyers are encouraged to provide feedback on the performance of the supplier at the end of each activity. 

Use the MAMS SPC customer satisfaction survey. Responses help assess how the supplier performs against the contract key performance indicators.

All responses are confidential, they will only be provided to the MAMS SPC Category Manager. The survey takes only 5 minutes to complete. Make sure you provide your details to ensure your survey feedback considered.

Reviewed 21 June 2021

Buying for Victoria

Primary contact:

MAMS SPC Category Manager Department of Treasury and Finance

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