Scope
Reference
WGCD-PCS-136-25
Description
The Welsh Government Commercial Delivery Team wish to establish a new Framework Agreement for the provision of Media Buying Services, Integrated Marketing Campaigns and PR Services. The Framework Agreement will be open to use by the Welsh Public Sector.
Commercial tool
Establishes a framework
Total value (estimated)
- £82,000,000 excluding VAT
- £98,400,000 including VAT
Above the relevant threshold
Main procurement category
Services
CPV classifications
- 79340000 - Advertising and marketing services
Contract locations
- UKL - Wales
Lot constraints
Description of how multiple lots may be awarded:
Lot 1 - it is intended that a single supplier will be appointed to this Lot
Lot 2 - it is intended that 10 suppliers will be appointed to this Lot
Not the same for all lots
Contract dates are shown in Lot sections, because they are not the same for all lots.
Lot 1. Media Buying Services
Description
Provision of services for the planning, buying, measurement and evaluation of media space across multiple channels, and the placing of adverts, Public and Legal Notices and recruitment advertising in the chosen media, with the provision of basic design and typesetting.
Lot value (estimated)
- £9,500,000 excluding VAT
- £11,400,000 including VAT
Framework lot values may be shared with other lots
Contract dates (estimated)
- 1 April 2026 to 31 March 2030
- 4 years
Same for all lots
CPV classifications and contract locations are shown in the Scope section, because they are the same for all lots.
Lot 2. Integrated Marketing Campaigns and PR Services
Description
Successful Framework Suppliers will be required to provide Customer Organisations access to full-service agencies capable of providing strategic advice, creative solutions, and campaign management from insight work and concept creation, through to execution, implementation, measurement and evaluation. Expert advice on appropriate media channels, and planning, buying, measurement and evaluation of media space. Experienced and skilled PR specialists for specific campaigns and ongoing PR support.
Lot value (estimated)
- £40,000,000 excluding VAT
- £48,000,000 including VAT
Framework lot values may be shared with other lots
Contract dates (estimated)
- 1 April 2026 to 21 March 2030
- 3 years, 11 months, 21 days
Same for all lots
CPV classifications and contract locations are shown in the Scope section, because they are the same for all lots.
Framework
Maximum number of suppliers
11
Maximum percentage fee charged to suppliers
0%
Framework operation description
Details contained within the tender documents
Award method when using the framework
Either with or without competition
Contracting authorities that may use the framework
All public sector bodies in Wales can use the Framework Agreement, a full list of the named organisations is included in Appendix 1 of the tender documents.
Contracting authority location restrictions
- UKL - Wales
Participation
Legal and financial capacity conditions of participation
Lot 1. Media Buying Services
Details included within the tender documents
Lot 2. Integrated Marketing Campaigns and PR Services
Details contained in the tender documents
Technical ability conditions of participation
Lot 1. Media Buying Services
Details included within the tender documents
Lot 2. Integrated Marketing Campaigns and PR Services
Details contained in the tender documents
Particular suitability
Lot 1. Media Buying Services
Lot 2. Integrated Marketing Campaigns and PR Services
Small and medium-sized enterprises (SME)
Submission
Enquiry deadline
12 December 2025, 12:00pm
Tender submission deadline
19 December 2025, 12:00pm
Submission address and any special instructions
The Welsh Government Commercial Delivery Team (WGCD) intends to conduct this procurement exercise using the Proactis Supplier Portal:- https://supplierlive.proactisp2p.com/Account/Login
Suppliers must be registered on the Proactis Supplier Portal to be able to bid for this tender opportunity.
Tenders may be submitted electronically
Yes
Languages that may be used for submission
- Welsh
- English
Award decision date (estimated)
9 March 2026
Recurring procurement
Publication date of next tender notice (estimated): 12 November 2029
Award criteria
Lot 1. Media Buying Services
| Name | Type | Weighting |
|---|---|---|
| Technical | Quality | 60.00% |
| Commercial | Cost | 40.00% |
Lot 2. Integrated Marketing Campaigns and PR Services
| Name | Type | Weighting |
|---|---|---|
| Technical | Quality | 80.00% |
| Commercial | Cost | 20.00% |
Other information
Payment terms
Details contained within the tender documents.
Description of risks to contract performance
Details contained within the tender documents.
Conflicts assessment prepared/revised
Yes
Procedure
Procedure type
Open procedure
Contracting authority
Llywodraeth Cymru / Welsh Government
- Public Procurement Organisation Number: PQYQ-3841-BHTP
Gwasanaethau Caffael Corfforaethol / Corporate Procurement Services
Cardiff
CF10 3NQ
United Kingdom
Region: UKL22 - Cardiff and Vale of Glamorgan
Organisation type: Public authority - central government
Devolved regulations that apply: Wales