Section one: Contracting authority/entity
one.1) Name and addresses
Welsh Government
Cathays Park
Cardiff
CF10 3NQ
Telephone
+44 3000250169
Country
United Kingdom
NUTS code
UKL - Wales
Internet address(es)
Main address
http://wales.gov.uk/?skip=1&lang=en
Buyer's address
https://www.sell2wales.gov.wales/search/Search_AuthProfile.aspx?ID=AA0007
Section two: Object
two.1) Scope of the procurement
two.1.1) Title
Content Production And Distribution Services
Reference number
C195/2019/2020
two.1.2) Main CPV code
- 79340000 - Advertising and marketing services
two.1.3) Type of contract
Services
two.2) Description
two.2.2) Additional CPV code(s)
- 79340000 - Advertising and marketing services
- 79342000 - Marketing services
- 79341200 - Advertising management services
- 79341100 - Advertising consultancy services
- 79341400 - Advertising campaign services
two.2.3) Place of performance
NUTS codes
- UKL - Wales
two.2.4) Description of the procurement at the time of conclusion of the contract:
The Welsh Government is looking for an innovative, high-quality Content Production and Distribution Services partner to work with, as an extension of the in-house team, to tell and share Wales’s stories with our target markets in new, bold and impactful ways. The successful contractor will sit at the centre of a coordinated network of agencies to deliver a purposeful, content-led programme of marketing from Wales, under the clear creative direction of the Cymru Wales Brand Strategy and Creative Direction supplier.
two.2.7) Duration of the contract, framework agreement, dynamic purchasing system or concession
Duration in months
72
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.2) Administrative information
four.2.1) Contract award notice concerning this contract
Notice number: 2020/S 117-285254
Section five. Award of contract/concession
Contract No
C195/2019/2020
Title
Content Production And Distribution Services
five.2) Award of contract/concession
five.2.1) Date of conclusion of the contract/concession award decision:
14 April 2020
five.2.2) Information about tenders
The contract/concession has been awarded to a group of economic operators: No
five.2.3) Name and address of the contractor/concessionaire
The Orchard Media and Events Group
Priority Business Park, Trade Street
Cardiff
CF105DT
Telephone
+44 2920100888
Country
United Kingdom
NUTS code
- UKL22 - Cardiff and Vale of Glamorgan
The contractor/concessionaire is an SME
Yes
five.2.4) Information on value of the contract/lot/concession (at the time of conclusion of the contract;excluding VAT)
Total value of the procurement: £28,000,000
Section six. Complementary information
six.3) Additional information
(WA Ref:144535)
six.4) Procedures for review
six.4.1) Review body
High Court
The Royal Courts Of Justice, The Strand
London
WC2A 2LL
Telephone
+44 2079477501
Country
United Kingdom
Section seven: Modifications to the contract/concession
seven.1) Description of the procurement after the modifications
seven.1.1) Main CPV code
- 79340000 - Advertising and marketing services
seven.1.2) Additional CPV code(s)
- 79341100 - Advertising consultancy services
- 79341200 - Advertising management services
- 79341400 - Advertising campaign services
- 79340000 - Advertising and marketing services
- 79342000 - Marketing services
seven.1.3) Place of performance
NUTS code
- UK - United Kingdom
seven.1.4) Description of the procurement:
The Welsh Government awarded a contract to deliver an innovative, high-quality Content Production and Distribution Services partner to enhance the performance of its marketing campaigns promoting Wales as a premier destination to live, work, study, and visit. The contractor will collaborate closely with the in-house team and external agencies to drive impactful storytelling whilst sharing Wales’ narrative with target markets in bold, new ways. Positioned at the heart of a coordinated network of agencies, the contractor will deliver a focused, content-led marketing programme under the clear creative direction of the appointed supplier. The contract has been utilised post-COVID-19 pandemic to cover several major international marketing opportunities that were not anticipated at the time of procurement, this includes capitalising on the late qualification of the FAW for the FIFA World Cup 2022 presenting opportunities on the ground and online in the US, Qatar and Europe. Subcontracting capability of this contract have been leveraged throughout the duration, including freelance creative, musicians, photographers, content creators and PR, also facilitating the delivery of campaigns such as ‘Wales in India’ and ‘Wales by Tails’ through supporting agencies.
seven.1.5) Duration of the contract, framework agreement, dynamic purchasing system or concession
Duration in months
72
seven.1.6) Information on value of the contract/lot/concession (excluding VAT)
Total value of the contract/lot/concession:
£35,000,000
seven.1.7) Name and address of the contractor/concessionaire
THE ORCHARD MEDIA & EVENTS GROUP LIMITED
Orchard, Trade Street
Cardiff
CF105DT
Telephone
+44 02920100888
Country
United Kingdom
NUTS code
- UK - United Kingdom
The contractor/concessionaire is an SME
Yes
seven.2) Information about modifications
seven.2.1) Description of the modifications
Nature and extent of the modifications (with indication of possible earlier changes to the contract):
There will be an increase the contract value by 25% to allow sufficient time for marketing distribution during 2025/26 and the procurement of a replacement contract that will commence April 2026. Initially valued at GBP 14m for two years starting April 2020, and GBP 14m should the 2 years extension option be utilised, the contract was extended further in time only by 2 years from May 2024 to May 2026 to compensate for Covid restrictions. An additional GBP 7m is required to cover unforeseen workload, as a result of recovery from both Covid pandemic and the cost of living crisis, and to deliver ongoing strategic long-term campaigns where work has commenced and are planned for distribution in the next financial year. Additionally costs have increased due to increased staff and freelance costs via the agency, this request will provide continuity until April 2026 when we anticipate a new contract to be live. The contract has been utilised post-COVID-19 pandemic to cover several major international marketing opportunities that were not anticipated at the time of procurement, this includes capitalising on the late qualification of the FAW for the FIFA World Cup 2022 presenting opportunities on the ground and online in the US, Qatar and Europe. Subcontracting capability of this contract have been leveraged throughout the duration, including freelance creative, musicians, photographers, content creators and PR, also facilitating the delivery of campaigns such as ‘Wales in India’ and ‘Wales by Tails’ through supporting agencies.
seven.2.2) Reasons for modification
Need for additional works, services or supplies by the original contractor/concessionaire.
Description of the economic or technical reasons and the inconvenience or duplication of cost preventing a change of contractor:
In line with Regulation 72(1) (b) (i, ii), for economic or technical reasons such as requirements of interchangeability or interoperability with existing services, a change in contractor before the ongoing long-term campaigns were completed would likely cause significant inconvenience and/ or substantial duplication of costs.
seven.2.3) Increase in price
Updated total contract value before the modifications (taking into account possible earlier contract modifications, price adaptions and average inflation)
Value excluding VAT: £28,000,000
Total contract value after the modifications
Value excluding VAT: £35,000,000