Section one: Contracting authority/entity
one.1) Name and addresses
WEST MIDLANDS GROWTH COMPANY LIMITED
11th Floor,Colmore Building, 20 Colmore Circus Queensway
BIRMINGHAM
B46AT
Contact
Charlene Joseph
Telephone
+44 7483079297
Country
United Kingdom
Region code
UKG31 - Birmingham
Companies House
01631329
Internet address(es)
Main address
Section two: Object
two.1) Scope of the procurement
two.1.1) Title
Media Buying Services
Reference number
2021-WMGC-0082
two.1.2) Main CPV code
- 79340000 - Advertising and marketing services
two.1.3) Type of contract
Services
two.2) Description
two.2.3) Place of performance
NUTS codes
- UKG3 - West Midlands
two.2.4) Description of the procurement at the time of conclusion of the contract:
We are running two tourism marketing campaigns that are currently running until March 2023.
1. A domestic marketing campaign that aims to change perceptions, and drive footfall to our region.
2. An international cultural campaign will deliver a digital marketing campaign for each our key target markets Australia, India, and Canada. The campaign will promote the regions
permanent cultural assets, Birmingham 2022 Festival, and raise awareness and interest in the West Midlands as a cultural tourism destination both pre, during, and post-Games. WMGC procured the CCS Framework for Media Buying in December 2021 for both the Domestic and International Cultural Marketing Campaigns and appointed a single supplier to the framework which is valid until 21st May 2022. The framework has been retendered and
our incumbent has retained the business as they are the only supplier on the Lot. The framework gives permission to directly call off where requirements are precise without opening to further competition. WMGC is satisfied that the framework route still delivers value for money based on the tendered rates which are still applicable to all contracts which be called off from this framework. Our anticipated spend for this financial year is:
Year 2 = £335,000 Domestic
Year 2 = 82,000 International
Total Year 2 = 417,000
two.2.7) Duration of the contract, framework agreement, dynamic purchasing system or concession
Start date
7 January 2023
End date
31 March 2023
Section four. Procedure
four.2) Administrative information
four.2.1) Contract award notice concerning this contract
Notice number: 2022/S 000-016777
Section five. Award of contract/concession
Contract No
2021-WMGC-0082
Title
Media Buying Services
five.2) Award of contract/concession
five.2.1) Date of conclusion of the contract/concession award decision:
25 May 2022
five.2.2) Information about tenders
The contract/concession has been awarded to a group of economic operators: No
five.2.3) Name and address of the contractor/concessionaire
OMD Group Limited
85 Strand
London
WC2R 0DW
Country
United Kingdom
NUTS code
- UKI - London
Companies House
02078820
The contractor/concessionaire is an SME
No
five.2.4) Information on value of the contract/lot/concession (at the time of conclusion of the contract;excluding VAT)
Total value of the procurement: £417,000
Section six. Complementary information
six.4) Procedures for review
six.4.1) Review body
Commerical Working Group
Birmingham
Country
United Kingdom
Section seven: Modifications to the contract/concession
seven.1) Description of the procurement after the modifications
seven.1.1) Main CPV code
- 79340000 - Advertising and marketing services
seven.1.3) Place of performance
NUTS code
- UKG3 - West Midlands
seven.1.4) Description of the procurement:
We are running two tourism marketing campaigns that are currently running until March
2023.
1. A domestic marketing campaign that aims to change perceptions, and drive footfall to our
region.
2. An international cultural campaign will deliver a digital marketing campaign for each our
key target markets Australia, India, and Canada. The campaign will promote the regions
permanent cultural assets, Birmingham 2022 Festival, and raise awareness and interest in
the West Midlands as a cultural tourism destination both pre, during, and post-Games.
WMGC procured the CCS Framework for Media Buying in December 2021 for both the
Domestic and International Cultural Marketing Campaigns and appointed a single supplier to
the framework which is valid until 21st May 2022. The framework has been retendered and
our incumbent has retained the business as they are the only supplier on the Lot. The
framework gives permission to directly call off where requirements are precise without
opening to further competition. WMGC is satisfied that the framework route still delivers
value for money based on the tendered rates which are still applicable to all contracts which
be called off from this framework.
Our anticipated spend for this financial year is:
Year 2 = £335,000 Domestic
Year 2 = 82,000 International
Total Year 2 = 417,000
seven.1.5) Duration of the contract, framework agreement, dynamic purchasing system or concession
Start date
7 January 2023
End date
31 March 2023
seven.1.6) Information on value of the contract/lot/concession (excluding VAT)
Total value of the contract/lot/concession:
£417,000
seven.1.7) Name and address of the contractor/concessionaire
OMD Group Limited
85 Strand
London
WC2R 0DW
Country
United Kingdom
NUTS code
- UKI - London
Companies House
02078820
The contractor/concessionaire is an SME
No
seven.2) Information about modifications
seven.2.1) Description of the modifications
Nature and extent of the modifications (with indication of possible earlier changes to the contract):
Campaign extension in all three international markets: Australia, India and Canada. This is to continue to raise awareness of our West Midlands destinations and culture across these markets.
Duration: 3 months (January - March 2023)
seven.2.2) Reasons for modification
Need for additional works, services or supplies by the original contractor/concessionaire.
Description of the economic or technical reasons and the inconvenience or duplication of cost preventing a change of contractor:
The International campaign was due to end December 2022, but due to WMGC unable to go on planned trade missions to India and Australia, we have decided to utilise the unspent funds into extending the campaign from January 2023 to March 2023 to continue to raise awareness. The needs for additional works is imperative in order for the campaign to be a complete success, a change in contractor at the last hurdle would result in more accrued costs.
seven.2.3) Increase in price
Updated total contract value before the modifications (taking into account possible earlier contract modifications, price adaptions and average inflation)
Value excluding VAT: £417,000
Total contract value after the modifications
Value excluding VAT: £447,000