Tenders

Cymru Wales Brand - Nation Marketing

Open
Deadline
10 days left
March 12, 2026
Contract Details
Category
Other
Reference
013021-2026
Value
£120,000,000
Location
Wales, United Kingdom
Published
February 23, 2026
CPV Code
Project Timeline

Tender Published

February 12, 2026

Deadline for Questions

March 05, 2026

Submission Deadline

March 12, 2026

Contract Start Date

May 31, 2026

Budget
£120,000,000
Duration
37 months
Location
Wales
Type
Other
65
Quality Score/100
Good

Original Tender Description

The Cymru Wales brand launched in 2016 delivers Welsh Government actions through our nation identity for the country, bringing together key pillars of marketing for nation awareness, tourism, trade and invest, creative industries, food and drink and studying in Wales under a unified brand identity. The brand has championed the Tîm Cymru delivery approach where wider Welsh partner organisations are integrated into the nation delivery to maximise our impact globally. The Cymru Wales brand is the bedrock of Welsh Government's international marketing programme having won multiple global awards, the support of organisations across Wales and generated multi millions for the Welsh economy. Promoting Wales to the world, across all sectors and markets, as a creative, contemporary and high-quality country, proud of who we are and evolving for the future, working with business and organisations across Wales and internationally. The Cymru Wales brand’s success is built on world class creative ideas and making them a reality, showcasing Wales on an international stage in new and exciting ways. It isn’t all about landscapes and heritage, we are a thriving nation of talent that can be seen from our high-quality TV, Film and Gaming productions through to innovation in the worlds of compound semiconductors and renewables. Cymru Wales delivery is the responsibility of the Marketing team of the Welsh Government, responsible for building Wales’ profile and performance as a destination. Our in-house team strive to be innovative, collaborative, and creative and is looking to work with the very best talent from Wales and beyond, to build Wales’ profile and performance as a place to visit, work, study, invest – and more – over the duration of the contract. We are looking to appoint outstanding suppliers to provide us with support in the following areas: • Lot 1 – Brand, Campaign Creative Delivery (1 supplier) • Lot 2 – Brand Media Production (4 suppliers) • Lot 3 – Cymru Wales Digital Delivery (1 supplier) These services will be supported by existing contract arrangements that include the following services: • Cymru Wales brand websites • Marketing data, research and insights It is intended that KPIs will be collected as follows: 1. Timely submission of specific campaign performance Indicators 2. Quality of Goods/Services Delivered (Quality Performance KPI) 3. Timely Submission of Social Value reporting

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Requirements & Qualifications

17 requirements across 5 categories

Submission (3)
Mandatory (1)
Compliance (3)
Technical (9)
Financial (1)
SUBMISSION REQUIREMENTS3
--Submission of bids by the deadline: 2026-03-12T12:00:00+00:00.
--Bidders must clearly indicate which Lot(s) they are applying for.
--Proposals should demonstrate how the supplier meets the requirements for the chosen Lot(s) and their ability to achieve the stated KPIs.
MANDATORY EXCLUSION GROUNDS1
--No specific mandatory exclusion grounds are mentioned in the provided tender information.
ELIGIBILITY REQUIREMENTS3
--Must be an "outstanding supplier" capable of delivering high-quality advertising and marketing services.
--Must represent the "very best talent" in the relevant fields.
--Suppliers from Wales and beyond are eligible to bid.
TECHNICAL CAPABILITY REQUIREMENTS9
--Ability to provide Brand, Campaign Creative Delivery services (for Lot 1).
--Ability to provide Brand Media Production services (for Lot 2).
--Ability to provide Cymru Wales Digital Delivery services (for Lot 3).
FINANCIAL REQUIREMENTS1
--No specific financial requirements (e.g., minimum turnover, financial ratios) are explicitly stated in the provided tender information.

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Documents

4 documents available with AI summaries

OCDS RecordDOC
013021-2026_ocds_record.json

The Welsh Government is seeking suppliers for its Cymru Wales brand international marketing program, covering creative delivery, media production, and digital services to promote Wales globally.

OCDS Release PackageDOC
013021-2026_ocds_release.json

This tender seeks outstanding suppliers for the Welsh Government's "Cymru Wales" brand international marketing program, covering brand creative delivery, media production, and digital services across three lots.

Official PDF VersionPDF
013021-2026_official.pdf

The Welsh Government is seeking outstanding suppliers for its Cymru Wales brand's international marketing program, covering brand and campaign creative delivery, media production, and digital delivery across three distinct lots.

Tender NoticeHTM
013021-2026.html

The Welsh Government is seeking outstanding suppliers through this tender notice to support the Cymru Wales brand's international marketing programme, covering brand, campaign creative delivery, media production, and digital delivery services.

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65
Good

Tender Quality Score

This tender for the Cymru Wales Brand - Nation Marketing is well-described with a clear objective and scope, but it suffers from significant deficiencies in transparency and completeness, primarily due to the absence of evaluation criteria and lack of e-submission.

Score Breakdown

Legal Compliance70/100

The procedure type 'Competitive flexible procedure' is ambiguous without a code or definition, and the 'Liable Person' and 'Type Code' are missing. While CPV codes are appropriate and no disputes are noted, the lack of explicit mandatory exclusion grounds in the provided text is a concern.

Ambiguous procedure type without code or definition
Missing 'Liable Person' and 'Type Code'
Clarity60/100

The project description is clear, and the lots are well-defined. However, the critical absence of explicit evaluation criteria is a major clarity issue. The specifics of the KPIs and the objective measures for 'outstanding supplier' or 'best talent' are also not detailed.

Critical absence of explicit evaluation criteria
Lack of detailed KPI specifics
Completeness65/100

Most basic information, including value, duration, and key dates, is present. However, the tender is incomplete due to the explicit absence of evaluation criteria and specific financial requirements in the provided text. The 'Liable Person' and 'Type Code' are also missing.

Missing explicit evaluation criteria
No specific financial requirements mentioned in provided information
Fairness55/100

The absence of explicit evaluation criteria is a significant fairness concern, as it can lead to subjective assessment. The lack of e-submission also hinders equal access for all potential bidders. Requirements appear generic, and the value is disclosed.

Critical absence of explicit evaluation criteria
Lack of e-submission functionality
Practicality65/100

The lack of e-submission is a practical drawback in modern procurement. While key dates are provided, the absence of document URLs in the provided information could be a practical hurdle for bidders. Financing information is limited to the estimated value.

Lack of e-submission functionality
Document URLs not provided in the tender information
Data Consistency90/100

The core data, including dates, value, and duration, is consistent and logical. Minor inconsistencies include the empty 'Liable Person' and 'Type Code' fields, but these do not impact the overall data integrity significantly.

Missing 'Liable Person' and 'Type Code'
Sustainability50/100

The tender mentions 'Social Value reporting' as a KPI, which is a positive step, but it is a post-award reporting requirement rather than a pre-award evaluation criterion. There are no explicit green procurement criteria or a structured focus on innovation.

No explicit green procurement criteria
Innovation focus is implicit, not a structured criterion

Strengths

Clear and detailed description of the project and its objectives
High estimated value and duration are clearly specified
Division into lots allows for specialized suppliers
Good data consistency for core information
Explicit mention of Social Value reporting as a KPI

Concerns

Critical absence of explicit evaluation criteria, leading to potential subjectivity
Lack of e-submission functionality, hindering accessibility and modern procurement practices
Ambiguous procedure type ('Competitive flexible procedure' without code or definition)
Missing specific mandatory exclusion grounds and financial requirements in the provided text
Subjective eligibility requirements ('outstanding supplier', 'very best talent') without objective metrics

Recommendations

1. Immediately publish detailed and objective evaluation criteria to ensure transparency and fairness.
2. Implement an e-submission platform to facilitate broader participation and streamline the process.
3. Clarify the 'Competitive flexible procedure' type with a clear definition or reference to national regulations.

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