Section one: Contracting entity
one.1) Name and addresses
FIRST MTR SOUTH WESTERN TRAINS LIMITED
4th Floor Capital House 25 Chapel Street
London
NW15DH
Contact
Rachel Crockford
FRH-Procurement.Indirects@firstgroup.com
Telephone
+44 7583102659
Country
United Kingdom
NUTS code
UK - UNITED KINGDOM
Internet address(es)
Main address
one.3) Communication
The procurement documents are available for unrestricted and full direct access, free of charge, at
http://www.procurement.gwr.com
Additional information can be obtained from the above-mentioned address
Tenders or requests to participate must be submitted electronically via
http://www.procurement.gwr.com
one.6) Main activity
Railway services
Section two: Object
two.1) Scope of the procurement
two.1.1) Title
Creative Marketing
Reference number
FG001017
two.1.2) Main CPV code
- 79340000 - Advertising and marketing services
two.1.3) Type of contract
Services
two.1.4) Short description
Strategic and Creative Services, Account and Project Management and Production Services for MTR First South Western Trains Limited.
two.1.5) Estimated total value
Value excluding VAT: £1,950,000
two.1.6) Information about lots
This contract is divided into lots: Yes
Tenders may be submitted for all lots
two.2) Description
two.2.1) Title
Strategic and Creative Services and Account and Project Management
Lot No
1
two.2.2) Additional CPV code(s)
- 79340000 - Advertising and marketing services
two.2.3) Place of performance
NUTS codes
- UK - UNITED KINGDOM
two.2.4) Description of the procurement
Strategic services:
Develop consumer and competitor insight working with SWR and its other agency partners as agreed.
Develop strategic territories, channel strategies and messaging hierarchies to support the development of brand, base, tactical, reactive, PR and social campaigns as agreed with SWR.
Develop creative briefs and oversee creative development from a strategic perspective, as agreed with SWR.
Attend creative reviews and client creative presentations, to ensure all agency work meets with the agreed brief and objectives.
Develop research proposals and oversee research initiatives as required and agreed with SWR.
Develop and deliver proposals for campaign measurement and evaluation as agreed with SWR.
Creative services:
Development and delivery of fully integrated campaigns across SWR communications (including, but not limited to ATL and BTL campaigns, PR Campaigns, Social Media Campaigns, Brand campaigns, Tactical / Reactive campaigns), as defined by the client brief and an agreed scope of work and cost estimate.
To develop creative campaigns from initial high-level territories through to final client agreed concept development across a range of through the line channels (as defined and agreed with SWR), prior to going into production.
To ensure creative consistency through the application and development of SWR's brand guidelines.
To oversee and sign-off the pre- and post-production process including all design, copy, imagery, AV content and build to an agreed media plan (as agreed with SWR in writing), ensuring all aspects of a campaign meet with the agreed objectives and signed-off concept.
On the SWR's request, act as creative lead where other external agencies are producing deliverables for the Client. The Agency will work collaboratively with all external agencies as appointed by the Client to ensure optimum output and synergy through the line.
Account and project management:
To update SWR weekly on the progress of all projects, plus quarterly review meetings to discuss performance and financial housekeeping.
To secure all necessary sign-offs and approvals from authorised personnel as required during the campaign development process.
Manage the budget and update SWR as frequently as required (and at least weekly) to ensure that the projects are delivered within the agreed budgets as defined in the scope of work for each.
Ensure that all projects are proceeding in accordance with the agreed timetable, and promptly communicate to SWR any delay or potential delay to the Client
Ensure that all projects are proceeding in accordance with the agreed scope of work and / or contract, and promptly communicate any proposed deviations from the services listed, or in a separate scope of work, provided that any deviations may only be made once agreed by SWR in writing.
Notify in advance if a project will require additional fees, and provide to SWR a breakdown of the time needed - outlining the hours assigned to each member of the Suppliers personnel so that SWR can review and agree in writing how to proceed before any additional services can commence.
two.2.5) Award criteria
Price is not the only award criterion and all criteria are stated only in the procurement documents
two.2.6) Estimated value
Value excluding VAT: £800,000
two.2.7) Duration of the contract, framework agreement or dynamic purchasing system
Duration in months
12
This contract is subject to renewal
No
two.2.10) Information about variants
Variants will be accepted: No
two.2.11) Information about options
Options: No
two.2) Description
two.2.1) Title
Production Services
Lot No
2
two.2.2) Additional CPV code(s)
- 79340000 - Advertising and marketing services
two.2.3) Place of performance
NUTS codes
- UK - UNITED KINGDOM
two.2.4) Description of the procurement
To develop finished campaign assets to an agreed specification as agreed with SWR
To source, oversee and manage suitable 3rd party suppliers and external agencies to produce assets as agreed with SWR, securing the necessary usage rights
To oversee the pre-production, production and post-production process to an agreed scope of work ensuring work is delivered on time and on budget to media owners as defined in the scope of work for each project, and any associated client approved media plans.
two.2.5) Award criteria
Price is not the only award criterion and all criteria are stated only in the procurement documents
two.2.6) Estimated value
Value excluding VAT: £1,150,000
two.2.7) Duration of the contract, framework agreement or dynamic purchasing system
Duration in months
12
This contract is subject to renewal
No
two.2.10) Information about variants
Variants will be accepted: No
two.2.11) Information about options
Options: No
Section four. Procedure
four.1) Description
four.1.1) Type of procedure
Negotiated procedure with prior call for competition
four.1.8) Information about the Government Procurement Agreement (GPA)
The procurement is covered by the Government Procurement Agreement: No
four.2) Administrative information
four.2.2) Time limit for receipt of tenders or requests to participate
Date
10 March 2021
Local time
12:00pm
four.2.4) Languages in which tenders or requests to participate may be submitted
English
Section six. Complementary information
six.1) Information about recurrence
This is a recurrent procurement: No
six.4) Procedures for review
six.4.1) Review body
First MTR South Western Trains Limited
London
Country
United Kingdom