Notice for the Whole of Australian Government - Campaign Evaluation Services Arrangement
Tender ID: 585603
Tender Details
Tender Description
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 Requirements
Australian 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 impacts
- includes a core, standardised evaluation methodology for campaign advertising
- offers 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 Customer
- uses sophisticated evaluation tools, technology, methodologies and analytics
- is underpinned by a representative approach to campaign evaluation research that is robust, inclusive, culturally safe and appropriate, accessible and trauma-informed
- provides 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 at Campaign 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 Arrangement
Separate to the CESA, Finance has released a Request for Tender to establish the Whole of Australian Government – Government Communication Campaign Arrangement (GCCA) (see FIN-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; and
if 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.
Other Instructions:
Information in this Notice is provided solely for information and planning purposes.
This Notice does not represent a solicitation or constitute a request for tender, nor is it a commitment by the Government to purchase the described goods or services.
Finance, acting in its sole discretion, reserves the right to amend any information presented in this Notice as part of a release of the CESA (if any) to support a best value for money outcome for the Commonwealth.
Conditions for Participation:
Conditions of Participation and/or Minimum Content and Format Requirements will form part of the CESA RFT documentations (if required).
Timeframe for Delivery:
The CESA is anticipated for release to market during Q1 2025-26.
(See Annual Procurement Plan View - Department of Finance: AusTender).
Address for Lodgement:
Finance is not accepting responses against this Notice.
Location
New South Wales : Central West : Far North Coast : Far West : Hunter : Illawarra : Mid North Coast : Murray : New England : Orana : Riverina : Southern Highlands : Sydney
Queensland : Cairns & Far North Queensland : Gladstone : Mackay Whitsunday Region : Mount Isa & North West Region : Rockhampton : South East Queensland : South West & Darling Downs : The Central West : Townsville : Wide Bay Burnett
Victoria : Barwon South West : Gippsland : Grampians : Hume : Loddon Mallee : Melbourne
South Australia : Adelaide : Eyre & Western : Far North : Fleurieu & Kangaroo Island : Limestone Coast : Murray & Mallee : York & Mid North
Northern Territory : Barkly : Big Rivers : Central Australia : East Arnhem : Greater Darwin : Top End
Australian Capital Territory
Tasmania