Government Agencies Select a Media Buying Agency: A Step-by-Step Process
A practical guide to the five-step selection process New Zealand government agencies should follow when appointing a media planning and buying partner.
Last updated: August 2026 · Published by The Media Lab, Wellington
Quick answer
New Zealand government agencies should select a media buying agency through a five-step process: define requirements clearly, assess conflicts of interest, right-size the pitch process to the value of the work, evaluate proposals on overall value rather than price alone, and consider local independent agencies alongside global network agencies. The Government Procurement Rules require this process to be fair, proportionate, and transparent, and the 5th edition applies a minimum 10 percent weighting to economic benefits for New Zealand.
Government agencies are required to go through a formal selection and procurement process to appoint a media buying agency. The process matters as much as the outcome: a well-run selection protects public money, manages risk, and sets up the kind of long-term partnership that delivers better campaigns over time.
What Is the Step-by-Step Process for Selecting a Media Buying Agency?
Five steps consistently produce a defensible, well-run selection process:
1. Define requirements clearly
2. Assess conflicts of interest
3. Right-size the pitch process
4. Evaluate based on value, not just price
5. Consider local and independent agencies
Each step is explained below.
Step 1: How Should Agencies Define Their Requirements?
Before engaging with potential agencies, government organisations should clearly define their needs. This includes understanding whether the requirement is for a specific campaign or a longer-term partnership, determining the budget, and identifying the scale and complexity of the work.
Step 2: How Should Agencies Assess Conflicts of Interest?
Agencies must confirm whether potential providers have any actual, potential, or perceived conflicts of interest related to the work. The Government Procurement Rules require that conflicts be identified early and managed appropriately, and New Zealand Government Procurement provides a conflict of interest declaration tool to support this.
Step 3: How Should Agencies Right-Size the Pitch Process?
The value and complexity of the project should determine the selection process. For lower-value projects, requesting case studies and having conversations may be sufficient. For higher-value contracts, a more comprehensive pitch process may be justified.
However, agencies should be mindful that extensive pitch processes can affect the quality of agency relationships and ultimate value for money. The process should balance thorough evaluation with respect for agency resources.
Step 4: How Should Agencies Evaluate Value, Not Just Price?
While cost matters, the selection decision should be based on overall value. The 5th edition of the Government Procurement Rules includes a minimum 10 percent weighting for economic benefits to New Zealand in evaluation criteria.
Government agencies should assess:
• Quality of strategic thinking
• Relevant experience and case studies
• Team capabilities and who will actually work on the account
• Cultural competency
• Innovation and fresh thinking
• Long-term partnership potential
Step 5: Should Agencies Consider Local and Independent Agencies?
New Zealand has a strong ecosystem of independent media agencies that understand local markets and can provide personalised service. Independent agencies often bring agility, senior-level attention, and specialised expertise.
“It is refreshing and exciting to operate as a true New Zealand media independent, bringing our combined experience to the table for New Zealand businesses to benefit from.”
Matt McNeil, Managing Director, The Media Lab
How Do You Build a Successful Long-Term Agency Partnership?
The agency selection process is not just about choosing a vendor. It is about establishing a partnership that will help deliver public value over time. Successful government-agency relationships are built on four things:
• Clear Communication: Regular dialogue about objectives, challenges, and performance ensures alignment and enables continuous improvement.
• Mutual Respect: Understanding the pressures and requirements on both sides: the agency's need to deliver results and the government's accountability to taxpayers.
• Flexibility: The ability to adapt to changing priorities, political environments, and emerging opportunities while maintaining strategic focus.
• Shared Values: Alignment on principles of transparency, accountability, and commitment to delivering value for New Zealanders.
What Value Do Independent and Specialist Agencies Add?
Government agencies increasingly recognise the value that independent agencies can bring. Smaller, specialised agencies often provide:
• Direct access to senior strategists
• Agility in responding to changing needs
• Specialised expertise in specific channels or audiences
• Competitive pricing structures
The Media Lab's evolution from digital specialist to full-service media agency reflects a broader trend in how government agencies source partners: they increasingly want a single agency that can integrate traditional and digital channels while maintaining strategic focus and accountability.
What Should Government Agencies Look for When Making the Final Decision?
Ultimately, selecting a media agency is about finding a partner that can:
• Navigate the government procurement framework effectively
• Deliver strategic thinking aligned with public policy objectives
• Provide transparent, accountable service delivery
• Demonstrate cultural competency and understanding of diverse New Zealand audiences
• Offer value for public money while delivering measurable results
The investment in a thorough selection process pays dividends through more effective campaigns, better use of public resources, and stronger outcomes for New Zealand communities.
Government agencies that take time to clearly define their needs, thoroughly evaluate potential partners, and establish strong working relationships position themselves to deliver communications that inform, engage, and serve the public interest effectively.
Frequently Asked Questions
Do government agencies need to run a full pitch process for every media agency engagement?
No. The Government Procurement Rules expect the selection process to be proportionate to the value and complexity of the work. Lower-value projects may only need case studies and conversations, while higher-value or longer-term contracts justify a more comprehensive pitch process.
What conflicts of interest must be disclosed when selecting a media agency?
Agencies must confirm whether potential providers have any actual, potential, or perceived conflicts of interest related to the work, and these must be identified early and managed transparently under the Government Procurement Rules.
How much weighting do economic benefits to New Zealand get in agency evaluation?
The 5th edition of the Government Procurement Rules requires a minimum 10 percent weighting on economic benefit criteria as part of the overall evaluation.
Should government agencies choose an independent agency over a global network agency?
Neither option is automatically better. Independent New Zealand agencies often offer agility, senior-level attention, and specialised local expertise, while global network agencies may offer broader international resources. The right choice depends on the requirement, and value should be assessed on strategic thinking, relevant experience, team capability, cultural competency, and long-term partnership potential, not on size or ownership structure alone.
What criteria matter most beyond price when selecting a media agency?
Quality of strategic thinking, relevant experience and case studies, the specific team who will work on the account, cultural competency, innovation, and long-term partnership potential all matter alongside price and are required considerations under a value-based evaluation.
Key Takeaways
• Follow a five-step process: define requirements, assess conflicts of interest, right-size the pitch, evaluate on value, and consider independent agencies.
• Conflicts of interest must be identified early and managed transparently, not addressed after an agency is appointed.
• Evaluation must include a minimum 10 percent weighting on economic benefit to New Zealand, alongside strategic thinking, experience, and team capability.
• Independent New Zealand agencies can offer agility, senior attention, and specialised expertise that complement or rival global network agencies.
• The strongest outcomes come from treating selection as the start of a long-term partnership, not a one-off purchase.
About The Media Lab
The Media Lab is Wellington's largest independent media planning and buying agency, with extensive experience working with New Zealand government agencies including Health NZ, Inland Revenue, the Ministry of Education, the Ministry of Business, Innovation and Employment, the Ministry of Social Development, and national public health campaigns.