Gun Buy Back Scheme - The Australian National Audit Office

3 141 These documents specify that the client department, in
consultation with OGIA, agree upon a panel of advertising
agencies which is then to be submitted to the MCGC for approval.
Identification of suitable agencies
3 142 In the case of the gun buy-back national public education
campaign, OGIA, in consultation with the Attorney-General's
Department and the CLEB Support Group, developed an initial list
of six advertising and six public relations agencies. In doing this
OGIA took into consideration:
• submissions by a number of firms to OGIA or to the Attorney-
General's Department;
• the views of the Attorney-General’s Department and the CLEB
Support Group; and
• a facsimile from the then Chief Political Adviser to the Prime Minister,
which suggested inclusion of DDB Needham, Adelaide.
3 143 OGIA included DDB Needham, Adelaide on the panel of
advertising firms. OGIA also searched its register of consultants
but did not identify any other suitable agencies meeting the search
criteria.
3 144 Of the six advertising agencies, DDB Needham Adelaide was the
only one not already on OGIA’s register of consultants 14 . The
ANAO noted, however, that relevant guidelines and procedures do
not stipulate that an agency must be on the register in order to be
included on the panel. Commonwealth Procurement Guideline 13
Contracting for Consultancy Services notes the utility of such
registers but cautions against excessive reliance on them.
3 145 One advertising firm was subsequently removed from the panel
due to an assessed conflict of interest resulting from involvement
with another campaign.
Shortlisting
3 146 The Chair of the MCGC, the then Minister for Administrative
Services, approved the campaign strategy and brief and the panel
14
Although DDB Needham (Sydney) and DDB Needham (Melbourne) were listed on the OGIA
register of consultants.
74 The Gun Buy-Back Scheme