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  • Appendix 7: Advertising, direct mail, media placement and market research

    Advertising campaigns

    During 2017–18, the ATO conducted the advertising campaigns listed below. Further information on these advertising campaigns is available at ato.gov.au and in reports on Australian Government advertising prepared by the Department of Finance, available at finance.gov.auExternal Link.

    • Activity statement and lodgment advertising campaign
    • Aggressive tax planning advertising campaign
    • Cash only seminars advertising
    • Departing Australia superannuation payment advertising campaign
    • Drought assistance advertising campaign
    • Fringe benefits tax advertising campaign
    • GST on property transactions advertising campaign
    • Identity protection advertising campaign
    • Illegal early release of super advertising campaign
    • Illicit tobacco advertising campaign
    • Norfolk Island advertising
    • Online lodgment (Tax Time) advertising campaign
    • Overseas HELP/TSL debtors advertising campaign
    • Phoenix advertising campaign
    • Pop-up office advertising
    • Recruitment advertising
    • Rental property travel deductions advertising campaign
    • Ride sourcing advertising campaign
    • SBS tax talk advertising campaign
    • Simplified fuel tax credit advertising campaign
    • Small business education events advertising
    • Super scheme smart advertising campaign
    • Tax, super and you advertising campaign
    We also conducted one advertising campaign specifically on behalf of TPB – the unregistered services provider campaign.

    Payments for advertising, direct mail, media placement and market research

    Under the Commonwealth Electoral Act 1918, agencies are required to provide details of payments for advertising, direct mail, media placement and market research over $13,200 (GST inclusive). Payments made during 2017–18 are set out below.

    TABLE 5.24 Advertising, direct mail, media placement and market research payments, 2017–18

    Advertising

    Initiative, event or product

    Total payments
    ($)

    Marmalade Melbourne Pty Ltd

    Extending the Taxable Payments Reporting System

    $96,559.10

     

    Total – advertising

    $96,559.10

     

    Direct mail

    Initiative, event or product

    Total payments
    ($)

    CanPrint

    General publication mailing (April–June)

    $137,029.17

    CanPrint

    Tax Time 2018 publication mailing (NAT4105 Refund franking credits)

    $15,800.40

    Toll

    General publication mailing (July–April)

    $523,580.94

     

    Total – direct mail

    $676,410.51

     

    Media placement

    Initiative, event or product

    Total payments
    ($)

    Australian Public Service Commission

    Recruitment advertising

    $24,385.00

    Dentsu X Australia Pty Ltd

    Activity statement and lodgment advertising campaign

    $49,158.86

    Dentsu X Australia Pty Ltd

    Aggressive tax planning advertising campaign

    $49,499.35

    Dentsu X Australia Pty Ltd

    Cash only seminars advertising

    $16,885.63

    Dentsu X Australia Pty Ltd

    Drought assistance advertising campaign

    $43,999.85

    Dentsu X Australia Pty Ltd

    Fringe benefits tax advertising campaign

    $38,499.50

    Dentsu X Australia Pty Ltd

    Identity protection advertising campaign

    $48,514.46

    Dentsu X Australia Pty Ltd

    Illicit tobacco advertising campaign

    $27,632.22

    Dentsu X Australia Pty Ltd

    Online lodgment (Tax Time) advertising campaign

    $271,576.37

    Dentsu X Australia Pty Ltd

    Overseas HELP/TSL debtors 2016–17 advertising campaign

    $65,254.38

    Dentsu X Australia Pty Ltd

    Overseas HELP/TSL debtors 2017–18 advertising campaign

    $52,689.92

    Dentsu X Australia Pty Ltd

    Phoenix 2016–17 advertising campaign

    $15,106.91

    Dentsu X Australia Pty Ltd

    Phoenix 2017–18 advertising campaign

    $49,717.88

    Dentsu X Australia Pty Ltd

    Pop-up office advertising

    $38,749.75

    Dentsu X Australia Pty Ltd

    Recruitment advertising

    $244,096.91

    Dentsu X Australia Pty Ltd

    Rental property travel deductions advertising campaign

    $21,043.09

    Dentsu X Australia Pty Ltd

    Ride sourcing advertising campaign

    $49,499.22

    Dentsu X Australia Pty Ltd

    SBS tax talk advertising campaign

    $38,847.06

    Dentsu X Australia Pty Ltd

    Simplified fuel tax credit advertising campaign

    $21,999.83

    Dentsu X Australia Pty Ltd

    Super changes advertising campaign

    $16,614.80

    Dentsu X Australia Pty Ltd

    Super scheme smart advertising campaign

    $32,999.65

    Dentsu X Australia Pty Ltd

    Tax, super and you advertising campaign

    $22,000.00

    Dentsu X Australia Pty Ltd

    Working holiday makers advertising campaign

    $46,802.96

     

    Total – media placement

    $1,285,573.60

     

    Market research

    Initiative, event or product

    Total payments
    ($)

    Bastion Latitude

    Extending the taxable payments reporting system

    $257,741.00

    Chant Link & Associates

    ATO private group research

    $39,811.20

    Chant Link and Associates

    Small business newsroom research

    $42,398.40

    Colmar Brunton Pty Ltd

    Cash economy measurement framework

    $43,935.00

    Colmar Brunton Pty Ltd

    Shaping community beliefs in tax system

    $148,255.00

    Ernst & Young

    Marketing and communication audience research

    $275,000.00

    Ernst & Young

    Single Touch Payroll benchmarking and tracking

    $19,211.50

    Essence Communications

    Single Touch Payroll campaign

    $51,480.00

    Essence Communications

    Single Touch Payroll developmental research

    $18,502.00

    GFK Australia Pty Ltd

    User testing – research online forms

    $65,934.00

    Imprint Strategic Pty Ltd

    ATO culture strategy review

    $71,878.99

    Indigenous Professional Services

    Small business cash flow education

    $48,651.90

    Interaction Consulting Group

    Evaluation of executive level roles

    $13,331.73

    Millward Brown Australia

    Perceptions of fairness research wave 9

    $176,439.67

    Millward Brown Australia

    ATO Corporate Perceptions Survey 2016–17

    $195,305.00

    ORIMA Research Pty Ltd

    Taxpayer behaviour monthly pulse surveys

    $97,596.00

    ORIMA Research Pty Ltd

    ATO culture pulse survey 2016–17

    $40,150.00

    ORIMA Research Pty Ltd

    Measuring client experience client survey

    $194,926.01

    ORIMA Research Pty Ltd

    Taxpayer behaviour monthly pulse survey

    $41,667.99

    Parisfirst Partners

    User research of the tax time experience

    $74,400.00

    PricewaterhouseCoopers

    Single Touch Payroll SB pilot independent assurance

    $37,500.00

    RMIT

    Trusts Taskforce research

    $24,533.50

    Robert V Breunig

    Benchmarking longitudinal income file

    $13,874.99

    Taylor Nelson Sofres Aust P/L

    GST voluntary compliance phase 7

    $27,060.00

    Taylor Nelson Sofres Aust P/L

    GST voluntary compliance phase 8

    $114,400.00

    Taylor Nelson Sofres Aust P/L

    Teaching tax and super to youth

    $69,300.00

    Whereto Research Based Consulting

    Client Experience Survey Suite data analysis and annual report

    $16,115.00

    Winangali Pty Ltd

    Small business engagement research 2017

    $52,692.75

     

    Total – market research

    $2,272,091.63

    NOTES
    For the purposes of section 311A of the Commonwealth Electoral Act 1918:
    • the ATO did not undertake polling activity
    • details of payments of $13,200 or less (inclusive of GST) are not required for 2017–18.
    Annual reports contain information about actual expenditure on contracts for consultancies. Information on the value of contracts and consultancies is available on the AusTender website at tenders.gov.auExternal Link.

     

      Last modified: 26 Oct 2018QC 57138