Section one: Contracting authority
one.1) Name and addresses
Menter a Busnes
Y Parc Gwyddoniaeth, Aberystwyth
Ceredigion
SY23 3AH
gwenith.elias@menterabusnes.co.uk
Telephone
+44 1970636565
Country
United Kingdom
NUTS code
UK - United Kingdom
Internet address(es)
Main address
Buyer's address
https://www.sell2wales.gov.wales/search/Search_AuthProfile.aspx?ID=AA0860
one.2) Information about joint procurement
The contract is awarded by a central purchasing body
one.3) Communication
The procurement documents are available for unrestricted and full direct access, free of charge, at
Additional information can be obtained from the above-mentioned address
Tenders or requests to participate must be submitted electronically via
one.4) Type of the contracting authority
Other type
Economic Development Company
one.5) Main activity
Economic and financial affairs
Section two: Object
two.1) Scope of the procurement
two.1.1) Title
MEDIA PLANNING & BUYING FOR WELSH HERO BRANDS
two.1.2) Main CPV code
- 79340000 - Advertising and marketing services
two.1.3) Type of contract
Services
two.1.4) Short description
Ten brands from “hero” categories within the Welsh Food & Drink sector seek to create a collaborative approach to consumer marketing, using highly targeted, measurable omnichannel media planning and technology that will identify audiences in Wales and GB, based on their attitudes and behaviours.
Every brand will have an individual omnichannel media plan that will be dependent on their individual marketing objectives and target audiences, but the overall campaign will run across 3 months.
two.1.5) Estimated total value
Value excluding VAT: £200,000
two.1.6) Information about lots
This contract is divided into lots: No
two.2) Description
two.2.2) Additional CPV code(s)
- 32417000 - Multimedia networks
- 79342000 - Marketing services
- 79413000 - Marketing management consultancy services
two.2.3) Place of performance
NUTS codes
- UKL - Wales
two.2.4) Description of the procurement
Description of the goods or services required:
Ten brands from “hero” categories within the Welsh Food & Drink sector seek to create a collaborative approach to consumer marketing, using highly targeted, measurable omnichannel media planning and technology that will identify audiences in Wales and GB, based on their attitudes and behaviours.
Every brand will have an individual omnichannel media plan that will be dependent on their individual marketing objectives and target audiences, but the overall campaign will run across 3 months.
Objectives:
-Raising consumer awareness for individual Welsh food and drink brands across Wales and GB to be measured pre and post campaign
-Gaining the most campaign impact for budget by effectively targeting target audiences based on their attitudes
two.2.5) Award criteria
Price is not the only award criterion and all criteria are stated only in the procurement documents
two.2.6) Estimated value
Value excluding VAT: £200,000
two.2.7) Duration of the contract, framework agreement or dynamic purchasing system
Start date
1 February 2023
End date
31 May 2023
This contract is subject to renewal
No
two.2.10) Information about variants
Variants will be accepted: No
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 three. Legal, economic, financial and technical information
three.1) Conditions for participation
three.1.3) Technical and professional ability
Selection criteria as stated in the procurement documents
three.2) Conditions related to the contract
three.2.3) Information about staff responsible for the performance of the contract
Obligation to indicate the names and professional qualifications of the staff assigned to performing the contract
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: No
four.2) Administrative information
four.2.2) Time limit for receipt of tenders or requests to participate
Date
3 January 2023
Local time
1:00pm
four.2.4) Languages in which tenders or requests to participate may be submitted
English
four.2.7) Conditions for opening of tenders
Date
3 January 2023
Local time
1:00pm
Section six. Complementary information
six.1) Information about recurrence
This is a recurrent procurement: No
six.2) Information about electronic workflows
Electronic invoicing will be accepted
Electronic payment will be used
six.3) Additional information
MEDIA PLANNING & BUYING FOR WELSH HERO BRANDS
Description of the goods or services required:
Ten brands from “hero” categories within the Welsh Food & Drink sector seek to create a collaborative approach to consumer marketing, using highly targeted, measurable omnichannel media planning and technology that will identify audiences in Wales and GB, based on their attitudes and behaviours.
Every brand will have an individual omnichannel media plan that will be dependent on their individual marketing objectives and target audiences, but the overall campaign will run across 3 months.
Objectives:
-Raising consumer awareness for individual Welsh food and drink brands across Wales and GB to be measured pre and post campaign
-Gaining the most campaign impact for budget by effectively targeting target audiences based on their attitudes
The Campaign:
-The campaign will run across multiple communication channels including (but not limited to) Out of home advertising, TV, VOD and Digital
-Each brand’s advertising will require a different omnichannel marketing strategy dependent on their individual objectives and target audiences
-Target audiences will vary for each brand and will be based on demographic and attitudinal insight
-Looking for an innovative approach to targeting audiences that will maximise campaign impact within budget
Other Requirements:
-Detailed and measurable campaign report outputs. These will be crucial to measure the success of the campaign and document learnings. This should include breakdown of impressions and the most cost-effective impressions as well as the most valuable targeted impressions
Total quantity or scope of tender:
Time frame: over 4 months from February-May 2023.
The selected agency will be expected to deliver a strategic media schedule which works to the KPIs and within a indicative budget of GBP 200,000
3 Conditions for Participation
Minimum standards and qualification required:
-Proven experience in working with Welsh food and drink brands
-Expertise in digital targeting across a wide range of communication channels
-Experienced in using innovative consumer targeting platforms
-Proven reliability in delivering successful campaigns
-Proven experience in delivering campaigns that are highly cost-effective and impactful
5 Other Information
Additional Information:
Please indicate rationale for spend attribution based on the key objectives outlined. This should include some suggested activities within each communication channel you propose. An example of one target audience has been included as an additional document - please provide some examples of the strategy you would use to best target this audience. This proposal will be for demonstrative purpose only, upon award of contract a full brief will be provided so that a final media schedule can be drawn up.
Information required: Outline proposal and rationale, experience in project delivery, proposed team, quote. Max word count: 5 pages of A4 (size 12 font) or 10 PowerPoint slides. This application should include team credentials.
Submissions must reflect the competencies listed in Section 3, and proposals will be assessed against each. Following the Sell2Wales tender process, applicants who meet the competencies in Section 3 may be required to attend an in person meeting.
NOTE: To register your interest in this notice and obtain any additional information please visit the Sell2Wales Web Site at https://www.sell2wales.gov.wales/Search/Search_Switch.aspx?ID=126701.
The buyer has indicated that it will accept electronic responses to this notice via the Postbox facility. A user guide is available at https://www.sell2wales.gov.wales/sitehelp/help_guides.aspx.
Suppliers are advised to allow adequate time for uploading documents and to dispatch the electronic response well in advance of the closing time to avoid any last minute problems.
(WA Ref:126701)
The buyer considers that this contract is suitable for consortia.
six.4) Procedures for review
six.4.1) Review body
High Court
Royal Courts of Justice, The Strand
London
WC2A 2LL
Telephone
+44 2079477501
Country
United Kingdom