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Clamour for ORS account

THE Office of Road Safety has called for tenders for its $6 million advertising account.

Both 303 and Marketforce will fight tooth and nail to retain this prestigious account, however the tender could result in the involvement of up to four agencies.

There is another important difference for this tender – if the ORS chooses to go to the pitch stage, agencies will not be left to foot the bill.

Office of Road Safety director community education and communications Roger Farley said the ORS was pushing to get the message out into the State’s regional centres.

The regional focus suggests the ORS will invest a significant part of the $6 million budget in media in regional centres around WA.

“We’re about getting the message out to regional WA, so we’re talking mass media,” Mr Farley said.

“It will be interesting to see how agencies propose to work in the regions.

The tender invites agencies to pitch on any number of the four main campaign areas for the ORS – speeding, fatigue, drink driving and seatbelts.

“The criteria is quite open. It’s about their (agencies’) experience in social marketing,” Mr Farley said.

And it’s not just the regional focus that has set the ORS tender apart from those of previous years.

If the tender gets to pitch stage, the ORS will pay for the costs agencies incur to get to that stage of the bidding process. Agencies have carried the big cost of tenders for many years now and, despite strenuous efforts to keep costs down, it’s an expensive process for advertising agencies, particularly in tough times.

“If we can make a clear decision based on the written submissions we will, but if it’s close we might have to go to pitch,” Mr Farley said.

“If we go to pitch it would be a paid pitch and agencies would be invited.”

Tenders for the account close on March 15.

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