Creative Agency Partner for Transport for London

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

2019/S 158-390804

Contract notice


Legal Basis:

Directive 2014/24/EU

Section I: Contracting authority

I.1)Name and addresses

Transport for London
55 Broadway
United Kingdom
Contact person: Mr Alex Brown
Telephone: +44 7578487559
NUTS code: UK
Internet address(es):Main address:

Address of the buyer profile:

I.2)Information about joint procurement


The procurement documents are available for unrestricted and full direct access, free of charge, at:
Additional information can be obtained from the abovementioned address
Tenders or requests to participate must be submitted electronically via:

I.4)Type of the contracting authority

Body governed by public law

I.5)Main activity

General public services

Section II: Object

II.1)Scope of the procurement


TfL 94523 — Through the Line Strategic Thinking, Creative Development and Production Services Agency

Reference number: DN429563

II.1.2)Main CPV code


II.1.3)Type of contract


II.1.4)Short description:

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

Value excluding VAT: 20 000 000.00 GBP

II.1.6)Information about lots

This contract is divided into lots: no
II.2.2)Additional CPV code(s)

II.2.3)Place of performance

NUTS code: UK

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.2.5)Award criteria

Price is not the only award criterion and all criteria are stated only in the procurement documents

II.2.6)Estimated value

Value excluding VAT: 20 000 000.00 GBP

II.2.7)Duration of the contract, framework agreement or dynamic purchasing system

Duration in months: 24
This contract is subject to renewal: no

II.2.9)Information about the limits on the number of candidates to be invited

Envisaged minimum number: 5
Maximum number: 8
Objective criteria for choosing the limited number of candidates:

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

Variants will be accepted: no

II.2.11)Information about options

Options: yes
Description of 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.2.12)Information about electronic catalogues

II.2.13)Information about European Union funds

The procurement is related to a project and/or programme financed by European Union funds: no
II.2.14)Additional information

Section III: Legal, economic, financial and technical information

III.1)Conditions for participation
III.1.1)Suitability to pursue the professional activity, including requirements relating to enrolment on professional or trade registers
III.1.2)Economic and financial standing
III.1.3)Technical and professional ability
III.1.5)Information about reserved contracts
III.2)Conditions related to the contract
III.2.1)Information about a particular profession
III.2.2)Contract performance conditions:
III.2.3)Information about staff responsible for the performance of the contract

Section IV: Procedure


IV.1.1)Type of procedure

Restricted procedure
IV.1.3)Information about a framework agreement or a dynamic purchasing system
IV.1.4)Information about reduction of the number of solutions or tenders during negotiation or dialogue
IV.1.6)Information about electronic auction

IV.1.8)Information about the Government Procurement Agreement (GPA)

The procurement is covered by the Government Procurement Agreement: no
IV.2)Administrative information
IV.2.1)Previous publication concerning this procedure

IV.2.2)Time limit for receipt of tenders or requests to participate

Date: 13/09/2019
Local time: 14:00
IV.2.3)Estimated date of dispatch of invitations to tender or to participate to selected candidates

IV.2.4)Languages in which tenders or requests to participate may be submitted:

IV.2.6)Minimum time frame during which the tenderer must maintain the tender
IV.2.7)Conditions for opening of tenders

Section VI: Complementary information

VI.1)Information about recurrence

This is a recurrent procurement: yes
VI.2)Information about electronic workflows
VI.3)Additional information:
VI.4)Procedures for review

VI.4.1)Review body

Transport for London
1st Floor, 55 Broadway
United Kingdom
VI.4.2)Body responsible for mediation procedures

VI.4.3)Review procedure

Precise information on deadline(s) for review procedures:

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.4.4)Service from which information about the review procedure may be obtained

VI.5)Date of dispatch of this notice: