One would certainly expect it to be price sensitive. When the NSW government advertised the contract to tender, it was referred to as "one of the most sought after media agency accounts in the country." Apparently the NSW government spent $73 million on media in its FY17.
http://www.adnews.com.au/news/nsw-g...llion-media-agency-tender#ArzyvuFxTtJQ68UI.99
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