FIN-2024-25-00990: Notice for the Whole of Australian Government - Campaign Evaluation Services Arrangement

Summary

Via this Notice, the Commonwealth of Australia, as represented by the Department of Finance (Finance), is advising the market of its upcoming intention to procure a single supplier to provide research services under a new Whole of Australian Government – Campaign Evaluation Services Arrangement (CESA).The CESA is a coordinated procurement established by Finance to service the diverse requirements of Government entities and will be mandatory for Non-corporate Commonwealth Entities to evaluate all Australian Government advertising campaigns with expenditure over $500,000 (GST exclusive) (excluding campaigns developed by the Australian Electoral Commission).The CESA is intended to replace the current Campaign Evaluation Market Research Services (SON3896690).Anticipated RequirementsAustralian Government communication campaigns are evaluated to provide a sound evidence base of effectiveness; to inform future strategic decisions and planning; and, to inform a wide variety of stakeholders of a campaign’s performance. On average, around 20-25 Australian Government advertising campaigns are undertaken each financial year.Broadly, the CESA will be seeking a suitably experienced organisation to develop and deliver a consistent and objective campaign evaluation framework that:has a focus on reach, reaction, comprehension, behavioural and attitudinal outcomes and real-world impactsincludes a core, standardised evaluation methodology for campaign advertisingoffers optional approaches to evaluate other non-advertising campaign activities (e.g. below-the-line activities)offers optional approaches to the core evaluation framework to support the individual requirements of the Customeruses sophisticated evaluation tools, technology, methodologies and analyticsis underpinned by a representative approach to campaign evaluation research that is robust, inclusive, culturally safe and appropriate, accessible and trauma-informedprovides evaluation and insights on engagement with the individual and collective interests of First Nations peoples, multicultural groups, people living with a disability, people in regional and remote communities, young people, and high-interest or special interest target audiences.The CESA is also anticipated to include the delivery of a Learnings and Insights Plan.The successful organisation must have capacity to manage multiple concurrent campaign evaluations across government and be involved in supporting campaign development.Further information on the current arrangements and scope is available atCampaign Advertising by Australian Government Departments and Agencies - Reports | Department of Finance. This information is for historical purposes only and is not intended as a reliable guide as to the future amount or value of evaluation research services that will be sourced under the proposed CESA process.Government Communication Campaign ArrangementSeparate to the CESA, Finance has released a Request for Tender to establish the Whole of Australian Government – Government Communication Campaign Arrangement (GCCA) (seeFIN-2025-GCCA-RFT).While synergies exist between the CESA and GCCA, the GCCA is an entirely separate procurement and contracting arrangement from the CESA.Without limiting Finance's rights under the GCCA or a future CESA procurement, Finance is advising the market of its strong preference for any future organisation awarded to the CESA to be wholly independent and not to have another role as a provider of services to the GCCA.For clarity, this means:participation in the GCCA procurement will not automatically preclude an organisation from participating in the CESA procurement (if any) or vice-versa;Finance will not appoint an organisation to the CESA that has been appointed to the GCCA or vice-versa; andif an organisation enters a resulting contract for the CESA (or vice versa), the organisation will become ineligible under the GCCA procurement (or vice versa), and Finance will then exclude the organisation from further consideration in accordance with terms advised under both processes.At its absolute sole discretion, Finance may consider for the CESA a Related Body Corporate or Holding Company Member of an organisation appointed to the GCCA.  The organisation will be required to develop and submit Conflict of Interest Management Plan(s) for Finance’s consideration.