Section one: Contracting authority
one.1) Name and addresses
WEST MIDLANDS GROWTH COMPANY LIMITED
16 Summer Lane
BIRMINGHAM
B19 3SD
Contact
Charlene Joseph
Country
United Kingdom
NUTS code
UKG31 - Birmingham
Internet address(es)
Main 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
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.1.4) Short description
OMD Group Ltd are the current media buying supplier for both the Domestic and International Cultural marketing campaigns. All media is currently agreed and purchased until March 2023, therefore it is our intention to directly award OMD Group Ltd the contract to continue the media buying services for WMGC.
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: £417,000
two.2) Description
two.2.3) Place of performance
NUTS codes
- UKG3 - West Midlands
Main site or place of performance
As the crows flies from B19 post code.
two.2.4) 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
two.2.5) Award criteria
Price
two.2.11) Information about options
Options: No
Section four. Procedure
four.1) Description
four.1.1) Type of procedure
Award of a contract without prior publication of a call for competition in the cases listed below
- The services can be provided only by a particular economic operator for the following reason:
- absence of competition for technical reasons
Explanation:
It is the intention of WMGC Ltd to directly award OMD Group Ltd the contract due to the nature of the service required and in line with principles set in PPN01/20 where direct award is permissible due absence of competition and protection of exclusive rights under Regulation 32 (2) of the PCR which allows for sole supplier sourcing through use of a negotiated procedure without prior publication to be used and this request also falls within Regulation 32 (5) delivery of services by an existing supplier to where competition is absent due to technical reasons.
Furthermore, there is protection of exclusive rights, including intellectual property rights where there is no reasonable alternative or substitutes that exists and the absence of competition is not the result of an artificial narrowing down of the parameters of the procurement.
The procurement was initially tendered in December 2021, with the framework expiring on the 21/05/22. The framework was retendered and OMD Group Ltd retained the business, they are the only supplier on the Lot 1. The market is uncontested on media buying and it is a reasonable solution decision to proceed with OMD based on conditions that there is no reasonable alternative in the market.
In the case of this procurement competition is absent and only one supplier can provide the expertise to provide an integrated, end-to-end service for media buying on our existing marketing campaigns with no further competition needed or has capacity to complete on the scale required.
four.1.3) Information about a framework agreement or a dynamic purchasing system
The procurement involves the establishment of a framework agreement
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.2.9) 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
2021-WMGC-0082
Lot No
Lot 1
Title
Media Buying Services
A contract/lot is awarded: Yes
five.2) Award of contract
five.2.1) Date of conclusion of the contract
25 May 2022
five.2.2) Information about tenders
Number of tenders received: 1
The contract has been awarded to a group of economic operators: No
five.2.3) Name and address of the contractor
OMD Group Limited
85 Strand
London
WC2R 0DW
Country
United Kingdom
NUTS code
- UK - United Kingdom
The contractor is an SME
No
five.2.4) Information on value of contract/lot (excluding VAT)
Initial estimated total value of the contract/lot: £417,000
Total value of the contract/lot: £417,000
Section six. Complementary information
six.4) Procedures for review
six.4.1) Review body
Commercial Working Group
Birmingham
Country
United Kingdom