Scope
Description
The objective of the School Teacher Recruitment Marketing Campaign is to support recruitment of c. 35,000 people into Initial Teacher Training every year, alongside the government priority to recruit an additional 6,500 new expert teachers across our schools, both mainstream and specialist, and our colleges over the course of this parliament. (This campaign will only target school teachers).
Our aim is to inspire and attract candidates and grow the appeal of teaching amongst students and graduates under the age of 30, who are the group most likely to train to become a teacher.
We are looking for a lead creative and strategic agency that will set a new direction for the school recruitment marketing campaign to tackle a challenging, ever-changing graduate recruitment market and ensure the campaign delivers communications excellence and innovation, as demanded by Government Communications Service professional standards.
The deliverables of this campaign are:
• Campaign strategy and platform.
• Brand strategy and guardianship to support wider marketing activities.
• Creative development and production for paid advertising and to support the application of the creative strategy and platform across other marketing touchpoints, including the Get Into Teaching website.
• Strategy, development and content production for direct marketing journeys (segmented email programmes).
This tender notice is for the award of a public contract through a competitive flexible procedure in accordance with section 20(1) and (2)(b) of the Procurement Act 2023.
Contract 1. School Teacher Recruitment Marketing Campaign - Lead Creative and Strategic Agency
Supplier
Contract value
- £9,000,000 excluding VAT
- £10,800,000 including VAT
Above the relevant threshold
Date signed
9 September 2025
Contract dates
- 25 September 2025 to 24 September 2029
- 4 years
Main procurement category
Services
CPV classifications
- 79341400 - Advertising campaign services
Key performance indicators
| Name | Reporting frequency |
|---|---|
| Accurate and timely billing within 90 days | 1 months |
| Reconciliation of client costs | 3 months |
| Accurate and transparent scope of work and project estimate | 12 months |
| Accurate and timely maintenance of a financial tracker throughout the contract | 1 months |
| Client satisfaction survey | 3 months |
| Effective issues management | 3 months |
| Creative quality control | 3 months |
| Production quality control | 3 months |
| Delivery on time | 3 months |
| Supplier management | 12 months |
| School Outreach | 12 months |
| Training and Education | 12 months |
Signed contract documents
M&C Saatchi Redacted Contract.docx
Submission
Submission type
Requests to participate
Other information
Conflicts assessment prepared/revised
Yes
Procedure
Procedure type
Competitive flexible procedure
Supplier
M&C SAATCHI (UK) LIMITED
- Companies House: 03003693
36 Golden Square
London
W1F 9EE
United Kingdom
Email: jo.bacon@mcsaatchi.com
Region: UKI32 - Westminster
Small or medium-sized enterprise (SME): No
Voluntary, community or social enterprise (VCSE): No
Supported employment provider: No
Public service mutual: No
Contract 1
Contracting authority
Department for Education
- Public Procurement Organisation Number: PDZG-3487-DPVD
Sanctuary Buildings, 20 Great Smith Street
London
SW1P3BT
United Kingdom
Region: UKI32 - Westminster
Organisation type: Public authority - central government