United Kingdom8 days leftOpen

Marketing Services

Tender Overview

ORGANIZATION

Transport for Wales

LOCATION

Wales, United Kingdom

VALUE

£44,400,000

DEADLINE

February 11, 2026 at 00:00

CATEGORY

Other

CPV CODE

79342000

REFERENCE

004795-2026

Project Timeline

Contact Information

View Original

Original Tender Description

TfW is looking to procure a Marketing Services Multi Lot Framework that will enable us to continue building and establishing our accessible, bilingual, distinctive and multimodal brand at a pivotal point in our development. The future procurement is expected to be structured into four distinct lots, each covering a specialist area of marketing delivery: Lot 1. Digital and Performance Marketing Provide expert digital and performance marketing across all digital channels (owned, earned and paid) to drive customer acquisition and retention, enhance customer experience and drive modal shift. Optimise targeting and analytics to drive measurable ROI. Lot 2. Marketing Effectiveness and Evaluation Measure and evaluate campaign and brand performance through advanced econometrics, attribution modelling, and ongoing insights. This includes ROI analysis, revenue attribution, assessing media impact, investment allocation, and providing strategic recommendations. Lot 3. Creative and Advertising Campaigns Provide creative expertise to design, deliver and manage impactful advertising campaigns (content production and asset delivery) across paid, owned, and earned channels to maximise growth and commercial revenues. Harness insight-driven strategies and ideas to shape our brand and marketing direction, backed by solid research, testing, and ongoing optimisation for agile, tactical, and behavioural campaigns. Lot 4. Events and Brand Activation Plan, manage, and deliver on-brand experiential and consumer events aligned with marketing strategies and campaigns, conferences and exhibitions. Provide end-to-end services such as staffing, AV, talent booking, brand activations, and full logistics for all experiential activities.
⚠️

MANDATORY EXCLUSION GROUNDS

  • No specific mandatory exclusion grounds are detailed in the provided information. Bidders are expected to comply with standard public procurement regulations applicable in the UK.

ELIGIBILITY REQUIREMENTS

  • No specific eligibility requirements are detailed in the provided information.
🔧

TECHNICAL CAPABILITY REQUIREMENTS

  • Ability to provide expert digital and performance marketing across all digital channels (owned, earned, paid).
  • Capability to drive customer acquisition and retention, enhance customer experience, and drive modal shift.
  • Expertise in optimising targeting and analytics to drive measurable ROI.
  • Ability to measure and evaluate campaign and brand performance through advanced econometrics, attribution modelling, and ongoing insights.
  • Capability to conduct ROI analysis, revenue attribution, assess media impact, investment allocation, and provide strategic recommendations.
  • Creative expertise to design, deliver, and manage impactful advertising campaigns (content production and asset delivery) across paid, owned, and earned channels.
  • Ability to harness insight-driven strategies and ideas to shape brand and marketing direction, backed by solid research, testing, and ongoing optimisation for agile, tactical, and behavioural campaigns.
  • Capability to plan, manage, and deliver on-brand experiential and consumer events (aligned with marketing strategies, campaigns, conferences, exhibitions).
  • Ability to provide end-to-end event services including staffing, AV, talent booking, brand activations, and full logistics for all experiential activities.
  • Capability to deliver services in an accessible, bilingual, distinctive, and multimodal manner.
💰

FINANCIAL REQUIREMENTS

  • No specific financial requirements (e.g., minimum turnover, insurance) are detailed in the provided information.
📋

SUBMISSION REQUIREMENTS

  • Submit bid by the deadline: 2026-02-11T00:00:00.
  • No specific submission forms or document formats are detailed in the provided information.

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DOC
OCDS Record
OCDS Data004795-2026_ocds_record.json
Summary:
This OCDS record provides details on Transport for Wales' planned multi-lot framework for marketing services, encompassing digital, effectiveness, creative, and events.
DOC
OCDS Release Package
OCDS Data004795-2026_ocds_release.json
Summary:
Transport for Wales is seeking a multi-lot framework for comprehensive marketing services, including digital, performance, evaluation, creative campaigns, and event activation, to build and establish its brand.
PDF
Official PDF Version
General Information004795-2026_official.pdf
Summary:
Transport for Wales is seeking a multi-lot framework for marketing services, including digital, performance, effectiveness, creative, advertising, events, and brand activation, with an estimated value of £37 million.
HTM
Tender Notice
Administrative Documents004795-2026.html
Summary:
Transport for Wales is seeking a multi-lot framework for marketing services, covering digital, performance, effectiveness, creative, advertising, events, and brand activation.

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60
Good

Tender Quality Score

This tender, currently in a 'planned' status, provides a clear description of the marketing services framework but suffers from significant omissions in critical areas such as procedure type, mandatory requirements, and evaluation criteria. These gaps severely impact its completeness, clarity, and fairness for potential bidders at this stage.

Score Breakdown

Legal Compliance65/100

The tender lacks a clearly defined procedure type, mandatory exclusion grounds, and specific eligibility requirements. While its 'planned' status might explain some omissions, these are fundamental legal components for any public procurement notice.

Missing procedure type
Missing mandatory exclusion grounds
Clarity70/100

The description of the multi-lot framework and its specialist areas is very clear and detailed. However, the absence of evaluation criteria, specific financial requirements, and submission instructions significantly reduces overall clarity for bidders on how to prepare and what will be assessed.

Missing evaluation criteria
Missing specific financial requirements
Completeness55/100

While basic information, value, and duration are provided, many critical details are missing, including the procedure type, liable person, full eligibility and financial requirements, and crucially, evaluation criteria. This makes the tender incomplete for a comprehensive bid preparation.

Missing procedure type
Missing evaluation criteria
Fairness45/100

The absence of specified evaluation criteria is a major fairness concern, as bidders cannot objectively understand how their proposals will be judged. Additionally, the lack of e-submission capabilities creates a barrier to equal access and modern procurement practices.

Missing evaluation criteria
No e-submission support
Practicality55/100

The tender does not support electronic submission, which is a significant practical drawback in modern procurement. While a contract start date and duration are known, a direct document URL is not explicitly provided in the summary.

No electronic submission supported
Document URL not explicitly provided
Data Consistency85/100

The existing data points (title, reference, organization, value, dates, CPV) are consistent and logical. However, several key fields such as 'Type', 'Procedure', and 'Liable Person' are unpopulated, indicating gaps in the overall data structure.

Missing 'Type' and 'Procedure' fields
Missing 'Liable Person' field
Sustainability40/100

The tender does not explicitly include green procurement, social criteria, or innovation focus as formal requirements. While the brand description mentions 'accessible' and 'bilingual', these are not framed as procurement sustainability criteria.

No explicit green procurement criteria
No explicit social criteria

Strengths

Clear and detailed description of marketing services and lots
Estimated value and contract duration are disclosed
Tender is divided into distinct parts (lots)
CPV code is properly assigned
Documents are available (though their 'required' status is unclear)

Concerns

Missing evaluation criteria
No electronic submission support
Missing procedure type and mandatory legal requirements (exclusion/eligibility)
Lack of specific financial and submission requirements
No explicit sustainability (green, social, innovation) criteria

Recommendations

1. Publish comprehensive evaluation criteria to ensure fairness and transparency.
2. Clearly define the procurement procedure type and all mandatory legal, financial, and submission requirements.
3. Implement electronic submission capabilities to enhance accessibility and efficiency.

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B
Tender Quality Score
60/ 100 · Good

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