Communications Multi-Use List

The Department of Finance (Finance) has established a Whole-of-Government Communications Multi-Use List (CMUL) of communications experts interested in working on Australian Government advertising and information campaigns.

The Communications Multi-Use List:

  • Must be used by Non-Corporate Commonwealth entities covered by the Public Governance, Performance and Accountability Act 2013 to select communications suppliers for campaigns with expenditure over $250,000;
  • Replaces all other procurement mechanisms that entities may have in place (this includes any panels or multi-use lists); and
  • Must not be used to select communications suppliers for campaigns with total expenditure under $250,000 or for other work not related to a campaign.

The CMUL is continuously open to new applicants with experience and expertise in the following five specialist categories:

  • Advertising
  • Market and social research
  • Public Relations
  • Multicultural Marketing
  • Communicating with Aboriginal and Torres Strait Islander Australians

Additional information is available in the table below.

Organisations may apply for CMUL participation against multiple categories as appropriate. Enquiries about the appropriate category for your business should be directed to the CMUL Administrator.

Inclusion on the CMUL will not constitute a guarantee of work, nor can membership of the list be used to imply that a business is a supplier to government or has any preferred position.

The Department of Finance advises departments on the most suitable suppliers for their campaign using information provided to participate on the CMUL.

CMUL information management system

The Department of Finance has established a CMUL information management system. The system is accessed at: www.cmul.finance.gov.au [External Website]

To view the eligibility for each communications category, application process and evaluation criteria, please select the Introduction tab.

Search CMUL Participants

To view current CMUL Participants, please select the Search tab.

Apply for inclusion on the CMUL

To apply for inclusion on the CMUL, please click on the Participate tab.

  • Click on New Registration to enter your company name and contact details to express your interest in joining the CMUL.
  • Finance will issue you with a username and password to enable you to log onto the CMUL system.
  • Log in to the CMUL system and start completing the details:
    • Company Description
    • Key Personnel
    • Upload the Deed Poll signed by an individual with authority to legally bind the organisation
    • Case Studies (Minimum of three and up to a maximum of ten projects)
    • Submit your application.

Update your details on the CMUL

To update your details return to www.cmul.finance.gov.au [External Website] and click on the Participate tab.

Log in using your username and password.  Make your changes to the relevant sections and submit.

CMUL Contact Details

All enquiries about the operation of the CMUL and the status of your application should be directed to the CMUL Administrator.

Telephone: (02) 6215 3615, Email: cmul@finance.gov.au

CMUL categories

Advertising

Advertising agencies are required to develop a strategic approach and creative concepts across multiple media channels to address the communication objectives of the campaign. 

Agencies will need to demonstrate the ability to develop integrated advertising campaigns that inform, educate, motivate or change attitudes or behaviours with defined target audiences. Advertising agencies will generally manage the development and production of creative materials, which can include a range of media channels, including television, radio, print, digital, social media, cinema and out-of-home.

Unless conducted as part of an integrated advertising campaign, case studies that have an emphasis on graphic design, branding, website development, video production or creative production services will generally not satisfy the conditions for inclusion.

Market and social research

Market and social researchers are required to undertake the systematic collection of information from target audiences to inform the development, creative selection, monitoring and evaluation of information and advertising campaigns.

Market research typically involves the management and implementation of a qualitative and/or quantitative research program, analysis of results and reporting research findings to inform campaigns at each stage of development.

Unless conducted in the context of developing an integrated advertising or information campaign, case studies that deal with customer satisfaction, employee surveys, website evaluation, market modelling/retail or pricing research, product testing, etc will generally not satisfy the conditions for inclusion.  General large scale research that does not relate to a particular advertising or information campaign (such as polling, and syndicated or omnibus research) will generally not satisfy the conditions for inclusion.

Public Relations

Public relations specialists are required to develop and implement strategic plans or programs of action to achieve public understanding or acceptance of issues, programs, services and policies.  Public relations generally does not use paid placement in the media.

Public relations companies will typically support paid media managed by the government's master media agency, and involves a range of proactive tactics to inform, educate, motivate or change attitudes or behaviours with the campaign’s target audience.

Multicultural Marketing

Practitioners are required to develop and implement a range of communications tactics and techniques to communicate with cultural and linguistically diverse background (CALD) audiences using their specialist skills.

Provision of these services frequently encompasses elements such as public relations, research and advertising, however with an emphasis on addressing cultural, language and other barriers.

Specialists in this area will need to demonstrate the capacity to undertake a range of services, which may include adapting mainstream creative materials, develop new advertising materials or messages for CALD audiences, providing media and public relations advice, stakeholder engagement, translating materials, and conducting market research with multicultural audiences.

Communicating with Aboriginal and Torres Strait Islander Australians

Practitioners are required to develop and implement a range of communications tactics and techniques to communicate with Indigenous Australians using their specialist skills.

Provision of these services frequently encompasses elements such as public relations, research and advertising, however with an emphasis on addressing cultural, language and other barriers.

Specialists in this area will need to demonstrate the capacity to undertake a range of services, which may include adapting mainstream creative materials, develop new advertising materials or messages for Indigenous audiences, providing media and public relations advice, stakeholder engagement, translating materials, and conducting market research with Indigenous audiences. 

Contact for information on this page: Communications Advice Branch

Last updated: 07 September 2016