The agency won the business following a review against long-term incumbent Starcom, ZenithMedia, OMD and Universal McCann.
Starcom's loss is compounded by the fact that the account represented the main portion of Queensland's largest media account - the Queensland Government master media business.
It is the first time the Queensland Government has divided its media spend beyond one agency.
While Starcom remains locked into the remainder of the Government account until the end of next year, the shift of the lion's share of the business to Mitchell & Partners - launched two years ago by Harold Mitchell, Jon Cole and Teena Jameson - raises doubts about Starcom's longer-term account hold.
Both Jameson and Cole worked together at Starcom Brisbane and have competed aggressively against Starcom since their departure, with Cole openly stating there is "no love lost between the two agencies.
At least $40 million in billings have followed Jameson's shift from Starcom to Mitchell & Partners.
