Market overview

As at 16 Oct 2026 · 1,819 decided moves · 3,204 brands · 2,803 agencies

As at 16 Oct 2026, AccountMoves records 1,819 decided agency account moves across 3,204 brands and 2,803 agencies in Australia, with 1 account currently reported as in review. Every record links to its trade press or government source.

Moves, 2026 to date271+2.7% vs 264 at this point in 2025

Accounts under review1Officeworks

Moves this week8vs 5.5 weekly average, prior six weeks

Gov contracts ending, 6 mths108Worth $105.9m · AusTender

Open reviews 1 under review · All reviews

Brand · discipline	Incumbent	Opened	Days open	Stage	Contenders	Source
Officeworks media	Initiative	22 Sept 2026	24	Announced	None reported	Mumbrella

No other open reviews on record. Contenders are added when a source names them. Billings are shown only when reported.

Latest moves Decided, newest first · All moves

Date	Brand	Discipline	Agency	Type	Source
15 Oct 2026	Medibank	media	Accenture Song	Appointed	Campaign Brief Mumbrella
14 Oct 2026	Pirelli Australia	social	We Are Different	Appointed	Campaign Brief
14 Oct 2026	eeger	creative	Noisy Beast	Appointed	Campaign Brief
14 Oct 2026	Pirelli	media	We Are Different	Appointed	Mediaweek B&T
13 Oct 2026	TaylorMade	media	Innocean Australia	Appointed	B&T Mumbrella
13 Oct 2026	Lessn	social	Banter	Appointed	B&T Mumbrella
13 Oct 2026	Hairhouse	digital	Jaywing	Appointed	B&T Mumbrella
12 Oct 2026	Defence Health	media	Match & Wood	Appointed	Campaign Brief B&T
8 Oct 2026	BridgeClimb Sydney	PR	Dialogue	Appointed	B&T
8 Oct 2026	Bunnings	media	PHD	Retained	Mediaweek

Moves by month MediaCreativeOther

OctNovDecJanFebMarAprMayJunJulAugSepOct

Decided moves per month. Highest in this window: Jul 2026 (49). Current month to date: 19.

Reasons cited by clients Our tags on 105 paraphrased quotes, 2026 · All

Strategic thinking47%
Partnership45%
People40%
Creativity35%
Effectiveness33%
Audience understanding32%
Cultural fit20%

A win can cite several reasons. Tags are applied by AccountMoves to our own paraphrases of client comments in the trade press, not to verbatim quotes.

Wins and losses on record, 2026 New business wins less losses · All years

#	Agency	Type	W	L	Net	Clients
1	Howatson+Company	creative	5	0	+5	20
2	TAG	digital	5	0	+5	8
3	BMF	creative	4	0	+4	9
4	Bastion	creative	4	0	+4	6
5	alt/shift/	social	4	0	+4	14
6	Yango	digital	4	1	+3	6
7	2045	creative	3	0	+3	6
8	Dentsu	media	3	0	+3	8
9	It's Friday	creative	3	0	+3	4
10	Ogilvy	PR	3	0	+3	7

Reported moves only, from Campaign Brief, Mumbrella, B&T, Mediaweek and LBB. Not every account change is announced. Duplicate reports of one appointment are counted once.

Review watch Government contracts by term end · All

Contract · incumbent	Term ends
Australian Bureau of Statistics media · Universal McCann	30 Dec 2026
Department of Defence media · Universal McCann	29 June 2027
Department of Infrastructure, Transport, Regional Development, Communications creative · TBWA Melbourne	29 June 2027
Department of Customer Service media · OMD (Omnicom Media)	30 Sept 2027
Department of Government Services media · OMD (Omnicom Media)	5 Oct 2027
Tourism and Events Queensland media · dentsu Queensland	31 Mar 2028

Term dates from public contract notices and announcements. Review dates on the full page are our estimates.

Gov contracts ending AusTenderAll 1510

Supplier · buyer	Value	Ends
Universal McCann Australian Bureau of Statistics	$33.0m	30 Dec 2026
THE EVENT PLANNING GROUP PTY LTD [001] Department of Climate Change, Energy, the Environment and Water	$17.2m	1 Nov 2026
Mediabrands Australia Pty Ltd T/A Universal McCann Department of Health, Disability and Ageing	$9.9m	18 Dec 2026
MEDIABRANDS AUSTRALIA PTY LTD National Emergency Management Agency	$6.9m	30 Dec 2026
Mediabrands Australia Pty Ltd T/A Universal McCann Department of Health, Disability and Ageing	$4.3m	4 Dec 2026
UNIVERSAL MCCANN MEDIABRANDS AUSTRALIA PTY LTD Department of Education	$3.2m	30 Oct 2026