Section one: Contracting authority
one.1) Name and addresses
Ordnance Survey Limited
Explorer House, Adanac Drive
Southampton
SO16 0AS
Contact
Caroline Eadie
Country
United Kingdom
NUTS code
UK - United Kingdom
Internet address(es)
Main address
one.4) Type of the contracting authority
Body governed by public law
one.5) Main activity
Other activity
10
Section two: Object
two.1) Scope of the procurement
two.1.1) Title
Full Service Strategic Creative Consumer Agency
Reference number
BS.0246
two.1.2) Main CPV code
- 79342000 - Marketing services
two.1.3) Type of contract
Services
two.1.4) Short description
OS is a private limited company (company registration number 09121572), and the entire share capital is owned by the Department for Science, Innovation, and Technology. Ordnance Survey is split into three overarching business units – Consumer, Business and Government and public sector. However, this contract and the subsequent sections, relates to Consumer only. The purpose of this tender is to find a best-in-class integrated creative agency partner for Consumer, for digital and offline. The overarching scope is to provide strategic, concepting and delivery of through-the-line hero creative campaigns, for a three-year (with an optional for a further 2 x12 months extension) five-year period, subject to performance. The campaigns are integrated across the full customer journey (ie paid media through to owned channels). Traditionally, our hero campaigns have been live during the warmer months of the year and key retail periods (i.e. Black Friday and Christmas) and focused on the consi
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: £2,500,000
two.2) Description
two.2.2) Additional CPV code(s)
- 79342000 - Marketing services
two.2.3) Place of performance
NUTS codes
- UKJ32 - Southampton
two.2.4) Description of the procurement
Ordnance Survey Ltd is Britain’s mapping agency and is responsible for the surveying, production, maintenance and marketing of a wide range of geographic information, relied on by government, business and individuals. Further information on us can be found on our website http://www.os.uk. OS is a private limited company (company registration number 09121572), and the entire share capital is owned by the Department for Science, Innovation and Technology. Ordnance Survey is split into three overarching business units – Consumer, Business and Government & public sector. However, this contract and the subsequent sections, relates to Consumer only. Consumer is the B2C (Business to Consumer) part of the business, where we are inspiring even more people to get outside more often (which aligns with our wider organisational purpose of showing the world how to get to a better place). We build content and tools to make it easier for everyone to have an active outdoor lifestyle – helping people live longer, stay younger and enjoy life more. We operate in both the retail and digital market spaces: • OS Maps subscription (desktop and app): this is our flagship product, which is our priority in FY2425. OS Maps helps customers plan and navigate to locations, so they can enjoy amazing experiences outdoors. Our main competitors in this space include Komoot, AllTrails and more recently, Strava.• OS Shop: now includes our core OS products (paper maps, Custom Made personalised maps, OS Maps Digital), OS-branded products (such as towels, water bottles, guidebooks, books) and a number of well-known third-party brands such as Osprey, Vango, Silva, Garmin, DryRobe. • Retail partners: we also operate through via our retail partnerships who distribute, sell and market our products within the high street and online retail market (high street retailers (e.g. WH Smith, Waterstones), outdoor specialists (Blacks, Millets, Cotswolds Outdoors etc), wholesalers and Amazon). The common thread across all our products and activity is the Consumer mission which is: to help people to get outside more often. The purpose of this tender is to find a best-in-class integrated creative agency partner for Consumer, for digital and offline. The overarching scope is to provide strategic, concepting and delivery of through-the-line hero creative campaigns, for a three-year period (with the option of a further 2 x 12-month extension), subject to performance. The campaigns are integrated across the full customer journey (ie paid media through to owned channels). Traditionally, our hero campaigns have been live during the warmer months of the year and key retail periods (i.e. Black Friday and Christmas) and focused on the consideration and conversion stages of the funnel, driving downloads of OS Maps app and revenue from the OS Shop. Amongst our core audience of outdoor lovers, OS is iconic and they have a strong affinity with our paper maps and the OS brand. However, this brand relevance was built 20 years ago and the audience is aging. We need to build a new emotive connection with a new generation to ensure that we stay relevant.As a result, we have recently changed our strategic approach for hero creative campaigns. We are targeting Gen-Z and Millennials within paid media through creator-driven activations, driving shareability and virality. We have ensured that there is a hook between the two audiences – Gen-Z and Millennials vs our existing customer base – which is carried through owned channels, ensuring we don’t alienate our loyal base.
two.2.5) Award criteria
Price
two.2.11) Information about options
Options: Yes
Description of options
The term of the contract will be for 3 years, with an option to extend the contract annually for a 2 years. Therefore if all extensions were taken the full term of the contract would be for 5 years.
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
Open procedure
four.1.8) Information about the Government Procurement Agreement (GPA)
The procurement is covered by the Government Procurement Agreement: Yes
four.2) Administrative information
four.2.1) Previous publication concerning this procedure
Notice number: 2024/S 000-029293
Section five. Award of contract
Contract No
BS.0246
Title
Full Service Strategic Creative Consumer Agency
A contract/lot is awarded: Yes
five.2) Award of contract
five.2.1) Date of conclusion of the contract
17 February 2025
five.2.2) Information about tenders
Number of tenders received: 12
Number of tenders received from SMEs: 9
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: 12
The contract has been awarded to a group of economic operators: No
five.2.3) Name and address of the contractor
The Walker Agency Limited
Bournemouth
BH2 6HE
Country
United Kingdom
NUTS code
- UKK25 - Dorset
The contractor is an SME
Yes
five.2.4) Information on value of contract/lot (excluding VAT)
Initial estimated total value of the contract/lot: £2,500,000
Total value of the contract/lot: £2,500,000
Section six. Complementary information
six.4) Procedures for review
six.4.1) Review body
High Courts of Justice
WC2A2LL
London
Country
United Kingdom