Media Buying Agency Services for University of Edinburgh

Media Buying Agency Services for University of Edinburgh

The University of Edinburgh requires a media buying agency for strategic advice and recommendations and procurement of on and off line advertising space.

United Kingdom-Edinburgh: Advertising services

2013/S 147-255853

Contract notice

Services

Directive 2004/18/EC

Section I: Contracting authority

I.1)Name, addresses and contact point(s)

University Of Edinburgh
Charles Stewart House, 9-16 Chambers Street
Contact point(s): Procurement
For the attention of: Gordon Whittaker
EH1 1HT Edinburgh
UNITED KINGDOM
Telephone: +44 1316502759
Fax: +44 1316502154

Internet address(es):

General address of the contracting authority: http://www.ed.ac.uk/schools-departments/procurement/supplying

Address of the buyer profile: http://www.publiccontractsscotland.gov.uk/search/Search_AuthProfile.aspx?ID=AA00107

Further information can be obtained from: University of Edinburgh
Charles Stewart House, 9-16 Chambers Street
Contact point(s): Procurement
For the attention of: Gordon Whittaker
EH1 1HT Edinburgh
UNITED KINGDOM
Telephone: +44 1316502508
E-mail: gordon.whittaker@ed.ac.uk
Fax: +44 1316502154
Internet address: https://in-tendhost.co.uk/edinburghuni/aspx/Home

Specifications and additional documents (including documents for competitive dialogue and a dynamic purchasing system) can be obtained from: University of Edinburgh
Charles Stewart House, 9-16 Chambers Street
For the attention of: Gordon Whittaker
EH1 1HT Edinburgh
UNITED KINGDOM
Telephone: +44 1316502759
Fax: +44 1316502154
Internet address: https://in-tendhost.co.uk/edinburghuni/aspx/Home

Tenders or requests to participate must be sent to: University of Edinburgh
Charles Stewart House, 9-16 Chambers Street
For the attention of: Gordon Whittaker
EH1 1HT Edinburgh
UNITED KINGDOM
Telephone: +44 1316502759
Fax: +44 1316502154
Internet address: https://in-tendhost.co.uk/edinburghuni/aspx/Home

I.2)Type of the contracting authority

Body governed by public law
I.3)Main activity

Education
I.4)Contract award on behalf of other contracting authorities

The contracting authority is purchasing on behalf of other contracting authorities: no

Section II: Object of the contract

II.1)Description
II.1.1)Title attributed to the contract by the contracting authority:

EC/0592/media buying
II.1.2)Type of contract and location of works, place of delivery or of performance

Services
Service category No 13: Advertising services
Main site or location of works, place of delivery or of performance: University of Edinburgh
NUTS code UK

II.1.3)Information about a public contract, a framework agreement or a dynamic purchasing system (DPS)

The notice involves a public contract
II.1.4)Information on framework agreement
II.1.5)Short description of the contract or purchase(s)

Over the past years, many factors have influenced the development of the role of media agencies.
The explosion of media outlets, linked with the dynamism of media groups and a revolution in technology (digital TV, multimedia internet, interactivity), means a more complex media choice, especially since this proliferation has led to audience fragmentation.
The advertisers’ search for ever more effectiveness and productivity from their media monies has increased the need for research and tools enabling an accurate evaluation of audiences, rate cards, selling conditions and measurement of return on media investments.
The increasing market concentration of media, on an international scale, has in turn driven the development of media agencies in size, staffing, technology and international capability, with a view to better serving the advertiser’s interests.
The University of Edinburgh requires a media buying agency for strategic advice and recommendations and procurement of on and off line advertising space. The overarching objective of our media activity is to drive local and international applications for undergraduate, postgraduate and PhD programmes and build awareness and recognition. The University proposes to award a contract for a period of three years, which may be extended to five years, subject to annual performance review, with a three-month termination notice period. This will include ensuring the provision of high quality, reliable and cost-effective media solutions and related services to the University.
The media solutions required by the University will be a mixture of planned and adhoc. Some of our bigger Schools eg. The Business School create an annual plan and schedule their media spend each Summer.
Many other Schools will utilise the agency as and when new programmes are launched or requirements arise throughout the year. The University of Edinburgh is inviting competitive tenders for the provision of the services specified in the Sections below.
The supplier will be engaged to provide advice at the request, and under the direction of, nominated UOE representatives relating primarily to the procurement and delivery of media buying services.
The appointed organisation will cover the following scope of work with or on behalf of UOE Research and advise on media schedules and advertising channels and locations online, print, mobile, outdoor, ambient, TV, radio, other in order to achieve targets.
Negotiation and buying media on behalf of UOE and recharging to the University.
Post campaign assist with evaluation and provide reports as appropriate.
The specification for each service is outlined overleaf in sections 1 and 2 Service providers are invited to bid for all services.
Service providers are invited to be flexible in terms of innovative solutions to our requirements for Section Two Other Services.
Service providers must be authorised, and will be expected to be able to demonstrate with evidence that they are authorised, to provide taxation advice in the United Kingdom and that they are in a position to comply with all appropriate UK financial or other legislation and codes of practice including those administered by the appropriate regulatory bodies.
Service providers should be able to visit the University of Edinburgh as required at a minimum 4 review meetings across University at no charge to the client. It is also expected that service providers be available to attend additional meetings to discuss individual projects as required as well as providing appropriate levels of administrative support as part of the agreement.
Service providers will be required to provide ongoing details of their professional indemnity insurance cover Insurer, Policy No., Date and Limit of Indemnity and any other insurance arrangements relevant.
Service providers should indicate they are prepared to offer services to all the affiliates, start-ups or spin-offs of the University of Edinburgh for the period of the contract, should it be required.
The University expects its service providers to be pro-active with business processes. Tenderers are asked to indicate their commitment to developing new services and give specific examples in response to Suppliers should specify where the services will be delivered from, who will deliver the services and what kind of back up is available. University of Edinburgh require a nominated team with profiles and organisational credentials.
Section 1: Media Buying Services:
The supplier will be engaged to provide advice at the request, and under the direction of, nominated UOE representatives relating primarily to student recruitment advertising and generic brand raising advertising.
Strategic media advice may be given as necessary on these specific areas:
— products, brands and brand portfolios: in terms of brand image, targeting, media usage and phasing,
— category and category segments: identifying and analysing media usage by the competition, detecting niches and opportunities,
— targets: translating marketing targets into communication and media targets, quantification and definition of targets, target group attitude towards media and product purchase, control of side-effects on a brand and product basis,
— effectiveness: contribution of the communication plan to the effectiveness of the marketing mix, links between the media plan and the overall communication effectiveness.
Analysing and selecting communication vehicles: tactical media planning and optimisation
Quantifying and prioritising objectives: reach and frequency distribution levels, optimum contacts, required environment, qualitative aspects, special positions.
Determining estimated net costs of contacts.
Developing plans with alternatives and producing a justified recommendation.
Optimising final plan according to constraints and opportunities within each medium.
Leveraging the purchasing power of the advertiser: negotiating and buying
Analysing terms and conditions of each media vehicle.
Ranking vehicles according to net cost and costing of each plan.
Negotiation strategy for each vehicle.
Proof of insertion and invoicing.
Administrative and financial follow-up: permitting the advertiser to monitor media purchases and budget status with simple direct access extranets, EDI, etc.
Presenting a detailed post-analysis
Media post-analysis: actual versus objectives (either versus competitive or rate card), qualitative and quantitative, explanation of discrepancies.
Buying post-analysis negotiations and other economic benefits obtained, proof of insertion, check versus orders, compensations and make-goods.
Efficiency post-analysis: role of media in the marketing mix, analysis of effects related to causes.
Section 1: Other Services
Advanced Media strategy/planning:
— definition of targets and objectives: from marketing, sales and communication objectives, with media surveys and consumer databases,
— investment analysis: evaluation of previous investments, optimum budget recommended media mix: media selection, phasing over time, weight of secondary communication channels DM, partnerships, barter, etc.
— multi-brand and/or multi-national co-ordination.
Training and sharing information:
— Designing and circulating regular media information (paper and/or electronic).
— Initiating and investing in proprietary ad-hoc research.
— Permanent monitoring of developments in the media world (nationally and internationally).
II.1.6)Common procurement vocabulary (CPV)

79341000

II.1.7)Information about Government Procurement Agreement (GPA)

The contract is covered by the Government Procurement Agreement (GPA): yes
II.1.8)Lots

This contract is divided into lots: no
II.1.9)Information about variants

Variants will be accepted: no
II.2)Quantity or scope of the contract
II.2.1)Total quantity or scope:

Estimated value excluding VAT: 400 000 GBP
II.2.2)Information about options

Options: no
II.2.3)Information about renewals

This contract is subject to renewal: no
II.3)Duration of the contract or time limit for completion

Starting 1.2.2014. Completion 31.1.2017

Section III: Legal, economic, financial and technical information

III.1)Conditions relating to the contract
III.1.1)Deposits and guarantees required:
III.1.2)Main financing conditions and payment arrangements and/or reference to the relevant provisions governing them:
III.1.3)Legal form to be taken by the group of economic operators to whom the contract is to be awarded:
III.1.4)Other particular conditions

The performance of the contract is subject to particular conditions: yes
Description of particular conditions: The tender is being done through our e-tendering system In-Tend. Suppliers can register and access the ITT at the following link
https://in-tendhost.co.uk/edinburghuni/aspx/Home

III.2)Conditions for participation
III.2.1)Personal situation of economic operators, including requirements relating to enrolment on professional or trade registers
III.2.2)Economic and financial ability
III.2.3)Technical capacity
III.2.4)Information about reserved contracts
III.3)Conditions specific to services contracts
III.3.1)Information about a particular profession
III.3.2)Staff responsible for the execution of the service

Legal persons should indicate the names and professional qualifications of the staff responsible for the execution of the service: yes

Section IV: Procedure

IV.1)Type of procedure
IV.1.1)Type of procedure

Open
IV.1.2)Limitations on the number of operators who will be invited to tender or to participate
IV.1.3)Reduction of the number of operators during the negotiation or dialogue
IV.2)Award criteria
IV.2.1)Award criteria

The most economically advantageous tender in terms of the criteria stated below

1. Quality. Weighting 80

2. Price. Weighting 20

IV.2.2)Information about electronic auction

An electronic auction will be used: no
IV.3)Administrative information
IV.3.1)File reference number attributed by the contracting authority:

EC/0592/media buying
IV.3.2)Previous publication(s) concerning the same contract
IV.3.3)Conditions for obtaining specifications and additional documents or descriptive document
IV.3.4)Time limit for receipt of tenders or requests to participate

13.9.2013 – 12:00
IV.3.5)Date of dispatch of invitations to tender or to participate to selected candidates
IV.3.6)Language(s) in which tenders or requests to participate may be drawn up

English.
IV.3.7)Minimum time frame during which the tenderer must maintain the tender

Duration in months: 6 (from the date stated for receipt of tender)
IV.3.8)Conditions for opening of tenders

Date: 13.9.2013 – 13:00
Place:

Procurement Office, Chamber Street, Edinburgh

Section VI: Complementary information

VI.1)Information about recurrence
VI.2)Information about European Union funds
VI.3)Additional information

The following mandatory requirements will apply and the full process is in the ITT documebnts.
Supplier must have a proven track record and experience in working with large and complex organisations, of a similar scale, scope and complexity to the University of Edinburgh.
(SC Ref: 272782)
VI.4)Procedures for appeal
VI.4.1)Body responsible for appeal procedures
VI.4.2)Lodging of appeals
VI.4.3)Service from which information about the lodging of appeals may be obtained

VI.5)Date of dispatch of this notice:26.7.2013