Section one: Contracting authority
one.1) Name and addresses
Transport for London
5 Endeavour Square
London
E20 1JN
Contact
Eleanor Copland
Country
United Kingdom
NUTS code
UK - United Kingdom
Internet address(es)
Main address
Buyer's address
one.4) Type of the contracting authority
Body governed by public law
one.5) Main activity
General public services
Section two: Object
two.1) Scope of the procurement
two.1.1) Title
TfL 94523 - Through the Line Strategic Thinking, Creative Development and Production Services Agency
Reference number
DN429563
two.1.2) Main CPV code
- 79340000 - Advertising and marketing services
two.1.3) Type of contract
Services
two.1.4) Short description
Provision of Creative Agency services on behalf of Transport for London (TfL) for a two (2) year period with an option to extend for a further two (2) one (1) year periods, up to a maximum of four (4) years.
The through the line creative agency will work together with TfL's above the line media agency to deliver media neutral integrated behaviour change marketing communications, strategic planning and implementation. The agency will 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.
two.1.6) Information about lots
This contract is divided into lots: No
two.1.7) Total value of the procurement (excluding VAT)
Value excluding VAT: £17,600,000
two.2) Description
two.2.3) Place of performance
NUTS codes
- UK - United Kingdom
two.2.4) Description of the procurement
The agency will work with TfL to deliver creative services relating to marketing and behaviour change. The two core areas that we need to deliver are: Getting to 80% sustainable journeys by 2041 and supporting Vision Zero. In order to deliver these, the agency must have the following experience and capabilities:
• “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 24/7capability 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
two.2.5) Award criteria
Quality criterion - Name: Technical Capability / Weighting: 25
Quality criterion - Name: Pitch Brief Response / Weighting: 50
Price - Weighting: 25
two.2.11) Information about options
Options: No
two.2.13) Information about European Union Funds
The procurement is related to a project and/or programme financed by European Union funds: No
Section four. Procedure
four.1) Description
four.1.1) Type of procedure
Restricted procedure
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.2.1) Previous publication concerning this procedure
Notice number: 2019/S 158-390804
four.2.9) Information about termination of call for competition in the form of a prior information notice
The contracting authority will not award any further contracts based on the above prior information notice
Section five. Award of contract
Contract No
TfL 94523
Title
Provision of a Creative Through the Line Agency
A contract/lot is awarded: Yes
five.2) Award of contract
five.2.1) Date of conclusion of the contract
14 February 2021
five.2.2) Information about tenders
Number of tenders received: 17
Number of tenders received from SMEs: 4
Number of tenders received from tenderers from other EU Member States: 0
Number of tenders received from tenderers from non-EU Member States: 0
Number of tenders received by electronic means: 17
The contract has been awarded to a group of economic operators: No
five.2.3) Name and address of the contractor
VCCP Group LLP
62 Buckingham Gate, London
SW1P 9ZP
Country
United Kingdom
NUTS code
- UK - United Kingdom
National registration number
OC370529
The contractor is an SME
No
five.2.4) Information on value of contract/lot (excluding VAT)
Total value of the contract/lot: £17,600,000
Section six. Complementary information
six.4) Procedures for review
six.4.1) Review body
Transport for London
5 Endeavour Square
London
E20 1JN
Country
United Kingdom