University Of Edinburgh Media Buying Agency Tender

University Of Edinburgh Media Buying Agency Tender

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 campaign services

2019/S 084-200584

Contract notice


Legal Basis:

Directive 2014/24/EU

Section I: Contracting authority

I.1)Name and addresses

University Of Edinburgh
Charles Stewart House, 9-16 Chambers Street
United Kingdom
Telephone: +44 1316502759
NUTS code: UKM75

I.2)Information about joint procurement

The contract is awarded by a central purchasing body


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:
Electronic communication requires the use of tools and devices that are not generally available. Unrestricted and full direct access to these tools and devices is possible, free of charge, at:

I.4)Type of the contracting authority

Other type: Higher Education

I.5)Main activity


Section II: Object

II.1)Scope of the procurement


Media Buying Agency for on and Off-Line Advertising Space

Reference number: EC0850 Media Buying

II.1.2)Main CPV code


II.1.3)Type of contract


II.1.4)Short description:

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 objectives of our media activity are to drive local and international applications for undergraduate, postgraduate and PhD programmes, build awareness and recognition, and support our commercial operations.

II.1.5)Estimated total value

Value excluding VAT: 1 500 000.00 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: UKM75
Main site or place of performance:

University of Edinburgh.

II.2.4)Description of the procurement:

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, generic brand raising advertising and advertising in support of the university’s commercial activities.

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.

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 coordination.

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.2.5)Award criteria

Criteria below
Quality criterion – Name: Quality / Weighting: 80
Price – Weighting: 20

II.2.6)Estimated value

Value excluding VAT: 1 500 000.00 GBP

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

Duration in months: 36
This contract is subject to renewal: yes
Description of renewals:

12 month option.

II.2.10)Information about variants

Variants will be accepted: no

II.2.11)Information about options

Options: yes
Description of options:

Any media platforms and developing areas as identified through agreement.

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

The University reserves the right to procure, implement and manage its own social media and google search campaigns if achieving best value up to a limit of 1 500 GBP.

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

List and brief description of conditions:

You will be expected to confirm you comply with all advertising standards, diversity and equality legislations

You will be expected to be GDPR compliant.

Provide a statement on your compliance as company on GDPR.

III.1.2)Economic and financial standing

III.1.3)Technical and professional ability

Selection criteria as stated in the procurement documents
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

Open 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: yes
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: 31/05/2019
Local time: 12:00
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

Duration in months: 4 (from the date stated for receipt of tender)

IV.2.7)Conditions for opening of tenders

Date: 31/05/2019
Local time: 12:30

University of Edinburgh.

Section VI: Complementary information

VI.1)Information about recurrence

This is a recurrent procurement: no
VI.2)Information about electronic workflows

VI.3)Additional information:

In order to aid bidders in preparing their bid, the University will hold a Bidders Conference on the morning of Friday 10th May from 10:00 a.m. and al bidders are encouraged to attend.

The venue will be confirmed through the Public Contract Scotland portal, where you should note your attendance.

(SC Ref:581503)

VI.4)Procedures for review

VI.4.1)Review body

University Of Edinburgh
Charles Stewart House, 9-16 Chambers Street
United Kingdom
Telephone: +44 1316502759Internet address:
VI.4.2)Body responsible for mediation procedures
VI.4.3)Review procedure
VI.4.4)Service from which information about the review procedure may be obtained

VI.5)Date of dispatch of this notice: