Creative Agency Partner for Transport for London
Through the Line Strategic Thinking, Creative Development and Production Services Agency.
United Kingdom-London: Advertising and marketing services
Section I: Contracting authority
I.1)Name and addresses
Contact person: Mr Alex Brown
Telephone: +44 7578487559
NUTS code: UK
I.4)Type of the contracting authority
Section II: Object
TfL 94523 — Through the Line Strategic Thinking, Creative Development and Production Services Agency
II.1.2)Main CPV code
II.1.3)Type of contract
Transport for London (TfL) requires a contract to be put in place for a creative agency partner; TfL is conducting a competitive tender for this contract for a duration of two (2) years with an option to extend for up to a further two (2) one (1) year options, i.e. a maximum of 2 + 1 + 1 years.
We are seeking a best-in-class through the line creative agency that will work together with our selected above the line media agency to deliver media neutral integrated behaviour change marketing communications, strategic planning and implementation.
Agencies must be capable of long-term, strategic thinking for the TfL brand and across its portfolio, as well as for individual integrated through the line campaign briefs.
II.1.5)Estimated total value
II.1.6)Information about lots
II.2.3)Place of performance
II.2.4)Description of the procurement:
This tender requires an agency to work with TfL to deliver creative services to marketing and behavior change. The 2 core areas that we need to deliver are: getting to 80 % sustainable journeys by 2041 and supporting Vision Zero. In order to deliver these, there are a number of requirements we will be looking for in an agency:
— ‘Through the Line’ experience: the agency needs to be experienced at developing strategies and creative that encompass broad messages delivered in large scale broadcast communications such as TV, Out of Home and Press, as well as highly specific messages delivered in highly targeted communications such as leaflets and emails,
— behaviour change experience: as described above, many of the campaigns that CMBC deliver have a specific behaviour change objective. They will need to demonstrate that they have worked on these sorts of campaigns, and demonstrate the results of these campaigns,
— experience working in an integrated way with the client and the media agency: In order to get the best possible results we expect the creative and media agencies to work collaboratively with each other,
— resource to deliver 30+ campaigns a year: Due to the number of campaigns that we deliver each year, we need an agency that has experience of delivering, and staffing levels to handle large numbers of briefs,
— 24/7 studio capability: linked to the high volume and pace of work the appointed agency needs to have 24/7 capability as standard,
— cost conscious approach to working: as a public body we have a duty to manage costs and to deliver the best possible value,
— knowledge and experience in the strategic planning and delivery off behaviour change programmes,
— experience working with clients that are in the public sector or operate in a political environment: we need an agency that understands and has experience of the political environment.
II.2.7)Duration of the contract, framework agreement or dynamic purchasing system
II.2.9)Information about the limits on the number of candidates to be invited
There is no limit on the amount of bidders that are allowed to submit an SSQ. However, only between five (5) and eight (8) bidders will be taken through to the tendering phase of the procurement.
II.2.10)Information about variants
II.2.11)Information about options
The initial contract period for this procurement is two (2) years, with two (2) individual one (1) year options.
The value for each of these years is estimated to be a maximum 5 000 000,00, with the total contract value over all years of the contract (including option years) of 20 000 000,00 GBP.
II.2.13)Information about European Union funds
Section III: Legal, economic, financial and technical information
Section IV: Procedure
IV.1.1)Type of procedure
IV.1.8)Information about the Government Procurement Agreement (GPA)
IV.2.2)Time limit for receipt of tenders or requests to participate
IV.2.4)Languages in which tenders or requests to participate may be submitted:
Section VI: Complementary information
VI.1)Information about recurrence
1st Floor, 55 Broadway
TfL/the GLA will incorporate a standstill period at the point information of any award of contract is communicated to tenderers. The notification will provide full information on the award decision. The standstill period which will be for a minimum period of 10 calendar days provides time for unsuccessful tenderers to challenge the award decision before the contract is entered into. The Public Contracts Regulations 2015 provide for aggrieved parties that have been harmed or put a risk of harm due to a breach of the rules to take action in the High Court (England, Wales and Northern Ireland).
VI.5)Date of dispatch of this notice: