A step forward for WA’s creative sector
Mark Braddock, Representation Lead at IN:WA, updates Campaign Brief WA on the latest developments with Department of Premier & Cabinet (DPC).
Over the past few weeks, we’ve had encouraging engagement with the DPC following a constructive meeting with Tourism WA. While the details are still to be finalised, IN:WA has been asked to help DPC in achieving its goals for procurement that better aligns with the State Government’s Buy Local policies.
This is an exciting development. It demonstrates that Premier Cook and his team are genuinely committed to ensuring government spending supports WA-based businesses wherever possible. For our sector, it’s an opportunity to help shape procurement settings that not only comply with policy but actively strengthen the ecosystem of WA creative communications.
CUAMCS2025: Progress Worth Acknowledging
The final release of the CUAMCS2025 CUA reflects positive change. Many of the concerns raised by IN:WA on behalf of members have been addressed in Part B, resulting in a framework that is more responsive to WA’s independent creative sector.
The recognition of WA-based suppliers, the clearer expectations for reporting, and the inclusion of language that encourages local participation are all wins. They demonstrate that when industry engages constructively, government listens.
But it’s equally important to note what the CUA does not cover. CUAMCS2025 applies only to campaign creative services. The breadth of creative communications – design, branding, content, PR, production, digital, and more – remains outside its scope.
Beyond the CUA: Specialist Services
This limitation should not be read as a shortcoming. It represents an opportunity.
Many specialist services sit outside the CUA, which means members who may not wish to be part of the framework can still benefit so long as Buy WA principles are embedded across all-of-Government procurement. If agencies and suppliers are consistently guided to prioritise WA-based participation, the benefits can flow into specialist disciplines just as much as campaign work.
The challenge, then, is to make sure the State’s strong policy foundations (Diversify WA, Made in WA, Creative WA, and the film studio commitment) are translated into procurement practice across the full spectrum of government communications. Done well, this could make WA the gold standard for local procurement in the creative industries.
A Shared Commitment
The CUA was an important milestone, and the engagement of the DPC is an even more significant step. The independent creative sector has long argued that WA talent, capability and businesses deserve to be at the heart of government communications. We now have a pathway to make that happen.
It is especially encouraging that DPC has already begun auditing current campaign productions. That review has resulted in a number of providers being asked to demonstrate their WA ownership, as well as several projects being reviewed with the buy local lens – a tangible example of Buy WA policies in action.
IN:WA looks forward to working with government to ensure this commitment delivers, not just in policy, but in practice, for the benefit of WA taxpayers, businesses, and communities.
3 Comments
This is bloody excellent work Mark and IN:WA, and inspiring to see after what feels like so many years in the wilderness for the WA creative industry. Appreciate these efforts and the continuing results and feedback!!
Well done Mark and InWA. At Likeable, we’re already seeing these results in our interactions with Government clients.
Josh/Ross, Thanks for the nice words, but obviously this is something that has been a long, sustained team effort. An effort that many, including both of you, have played a role in. As Illian said in an earlier post, this is a cause that stretches back decades and this is merely the next step forward.