Central Advertising System
The Department of Finance and Deregulation administers the Australian Government’s Central Advertising System (CAS), which consolidates government advertising expenditure to secure optimal media discounts on Commonwealth-wide media rates.
As part of managing the Central Advertising System the Communication Advice Branch, Department of Finance and Deregulation has responsibility for the Guidelines on Information and Advertising Campaigns by Australian Government Departments and Agencies – March 2010 including the provision of advice on the campaign activity and approval process and management of the Independent Communications Committee.
The Coordinated Arrangements Management Branch, Department of Finance and Deregulation manages the contracts of two master media agencies under the Central Advertising System, that assist in media planning, placement and rates negotiations with media outlets. The two master media agencies are, Universal McCann for campaign advertising and Adcorp Australia Limited for non-campaign advertising. The Branch also has responsibility for the Non-Campaign Recruitment Advertising Policy.
All Australian Government departments and agencies subject to the Financial Management and Accountability Act 1997 are required to place their advertising through the Central Advertising System.
Other government organisations that can use and access the rates, terms and conditions that the Commonwealth has negotiated include:
- Bodies, Commonwealth statutory authorities, government business enterprises subject to the Commonwealth Authorities and Companies Act 1997 ;
- the Northern Territory and Australian Capital Territory governments; and
- organisations provided with Australian Government funding for advertising or communications purposes.