Section one: Contracting entity
one.1) Name and addresses
Northern Trains Limited
Albany House, Floor 8, 94-98 Petty France, London, England SW1H 9EA
London
alexander.wildash@northernrailway.co.uk
Country
United Kingdom
NUTS code
UKE2 - North Yorkshire
Internet address(es)
Main address
one.6) Main activity
Production, transport and distribution of gas and heat
Section two: Object
two.1) Scope of the procurement
two.1.1) Title
Creative Agency
Reference number
NTL-CA-0001
two.1.2) Main CPV code
- 79340000 - Advertising and marketing services
two.1.3) Type of contract
Services
two.1.4) Short description
Description: Northern Trains invites tenders for the provision of strategic brand creative and advertising services for ongoing brand development. Northern Trains is seeking to appoint an innovative and strategic creative agency which shares our values and will help us to communicate effectively with our customers whilst achieving targets around journeys and revenue. Northern Trains is also seeking to appoint a creative, efficient artwork production agency which shares our values and will help us to deliver the plethora of customer communication touch points from digital assets for the website through to print assets for our customer communications and advertising.The appointed creative agency will be responsible for developing our brand, including concept design, copywriting, and brand developmentThe generative campaign marketing budget (Yr21/22) is £4m. We use a multi channel approach across all relevant media including TV, Radio, OOH, Digital etc.This tender is split into
two.1.6) Information about lots
This contract is divided into lots: Yes
two.2) Description
two.2.1) Title
Lot 1 – Strategic Brand Creative Services
Lot No
1
two.2.2) Additional CPV code(s)
- 79340000 - Advertising and marketing services
two.2.3) Place of performance
NUTS codes
- UKE2 - North Yorkshire
two.2.4) Description of the procurement
This tender procedure is for strategic and ongoing brand and advertising development, covering all media and customer touchpoints.The winning agency will be expected to undertake strategic design and advertising development of the current "Go Do Your Thing" positioning and brand platform in-line with business needs.Northern’s new ‘recovery’ campaign is now underway, encouraging Leisure and Commuter customers back to rail after the pandemic. In a typical year, Northern operates a mix of brand-led, seasonal, and tactical campaigns, utilising the sophisticated pricing, targeting and customer persona data at its disposal. Work will often involve collaboration with Northern’s other agencies.Northern is the largest rail company in the North of England, carrying 1 million passengers daily to over 540 destinations. With a fleet of new and refurbished trains, a pipeline of innovations across the entire customer journey and recent gains in brand measures, Northern has fertile ground for growth and a compelling story to tell.We strive to be outstanding in everything we do. We want to work with people who are committed to delivering the highest possible level of performance in everything that they do. We want to work with a partner who is open to ideas, to collaboration, to challenges and to new ways of thinking. We are seeking to appoint a partner who will: • Work with the Marketing and wider Customer & Commercial Team to plan, design and deliver creative marketing campaigns across the breadth of the organisation;• Work with us to help us to be relevant and appealing to our varied target audience base and ensuring that it reflects the best possible demographic messaging.• Work with us to help us to secure the emotional engagement of customers to increase customer satisfaction levels and customer loyalty through the Northern Brand experience.• Provide creative concept development proposals, in response to verbal or written briefs from Northern covering rough layouts and designs, promotional concepts, and some core artwork templates• Input, advise and recommend on the efficient planning and evaluation of marketing media campaigns, working in association with the specialist media buying agencies as required by the Northern.• Provide consultancy services in relation to the effective marketing of Northern’s business or businesses, liaising with other special service providers if required, as nominated by Northern.• Preparation of budgets and cost estimates for key elements of each promotional campaign as requested by Northern.• Involvement in preparation, execution and analysis of market research and other investigative analyses.
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
two.2) Description
two.2.1) Title
Lot 2: Creative, Artwork & Production Services / Graphic Design Services
Lot No
2
two.2.2) Additional CPV code(s)
- 79340000 - Advertising and marketing services
two.2.3) Place of performance
NUTS codes
- UKE2 - North Yorkshire
two.2.4) Description of the procurement
This tender procedure is for the provision of ‘Graphic Design’ services to Northern Trains. The services will include creating artwork for paid and owned channels to enable Northern to communicate with a range of audiences.Services may include the design of posters, newsletters, leaflets, infographics, advertisements (print and online) and internal collateral, as well as any other visual media that may be agreed between Northern & NTL. Given the complex nature of Northern’s network and targeting precision, it will also involve multiple geo-variations of core templates. Work will often involve collaboration with Northern’s other agencies.Northern Trains places particular importance on the graphical and artistic presentation of collateral at speed. For this reason, tenderers must prove their creativity and capacity of high-quality execution within a fast-paced trading environment.We strive to be outstanding in everything we do. We want to work with people who are committed to delivering the highest possible level of performance in everything that they do. We want to work with a partner who is open to ideas, to collaboration, to challenges and to new ways of thinking. We are seeking to appoint a partner who will: • Work with the Marketing, its Lead Creative Agency and wider Customer & Commercial Team to plan, design and deliver creative marketing campaigns across the breadth of the organisation;• Work with us to be relevant and appealing to our varied target audience base and ensuring advertising and marketing reflects the best possible demographic messaging.• Work with us to secure the emotional engagement of customers to increase customer satisfaction levels and customer loyalty through the Northern Brand experience.• Provide creative concept development proposals, in response to verbal or written briefs from Northern covering rough layouts and designs, promotional concepts and draft copies, or working with initial designs provided by the Lead Agency• Upon approval of concepts by Northern, the progression of these proposals to artwork, mechanicals, computer files or similar materials in advance of production or printing. Thereafter, the production of commercials for broadcast media, advertisements, and printed materials for other campaign requirements.• The production or print of specific executions, campaigns, items, or similar materials to a commercially acceptable standard.• Preparation of budgets and cost estimates for key elements of each promotional campaign as requested by Northern, • Provide assistance with other projects involved with the development of Northern’s business or businesses that are not necessarily directly related to the provision of advertising services. Additional project fees may be negotiated between Northern and the Agency in these instances, but shall always be approved by Northern in advance of such fees being incurred.
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
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: Yes
four.2) Administrative information
four.2.1) Previous publication concerning this procedure
Notice number: 2021/S 000-029650
Section five. Award of contract
Contract No
Notice reference: 2021/S 000-029650
Lot No
1
Title
Lot 1 - Strategic Brand Creative Services
A contract/lot is awarded: Yes
five.2) Award of contract
five.2.1) Date of conclusion of the contract
11 August 2022
Section five. Award of contract
Contract No
Notice reference: 2021/S 000-029650
Lot No
2
Title
Lot 2 Creative, Artwork & Production Services/Graphic Design Services
A contract/lot is awarded: Yes
five.2) Award of contract
five.2.1) Date of conclusion of the contract
11 August 2022
Section six. Complementary information
six.4) Procedures for review
six.4.1) Review body
Northern Trains Limited
York
Country
United Kingdom
six.4.4) Service from which information about the review procedure may be obtained
Northern Trains Limited
York
Country
United Kingdom