United Kingdom21 days leftOpen

Brand Guardianship

Tender Overview

ORGANIZATION

Transport for Wales

LOCATION

United Kingdom, United Kingdom

VALUE

£7,200,000

DEADLINE

February 23, 2026 at 12:00

CATEGORY

Other

CPV CODE

79000000

REFERENCE

006301-2026

Project Timeline

Contact Information

View Original

Original Tender Description

Transport for Wales (TfW) is seeking to appoint a strategic Brand Guardianship agency to support the continued development, evolution, activation and governance of its multimodal, bilingual and distinctive brand. The successful supplier will provide expert insight and strategic leadership to help TfW strengthen and elevate its brand at a pivotal stage in its development, ensuring consistency, creativity and measurable impact across all physical and and digital touchpoints. Services will support the delivery of TfW’s long‑term brand strategy and contribute to the organisation’s vision of becoming Wales’ favourite way to travel. Core services include (but not limited to): - Strategic brand direction, evolution and innovation - Branded customer experience development - Brand guardianship, governance and standards - Creative development and brand activation - Strategic expertise, insight and cross‑agency collaboration

ELIGIBILITY REQUIREMENTS

  • Be a strategic Brand Guardianship agency.
🔧

TECHNICAL CAPABILITY REQUIREMENTS

  • Ability to support the continued development, evolution, activation, and governance of a multimodal, bilingual, and distinctive brand.
  • Capability to provide expert insight and strategic leadership.
  • Ability to strengthen and elevate the Transport for Wales brand.
  • Capability to ensure consistency, creativity, and measurable impact across all physical and digital touchpoints.
  • Ability to support the delivery of Transport for Wales’ long-term brand strategy and contribute to its vision.
  • Expertise in strategic brand direction, evolution, and innovation.
  • Expertise in branded customer experience development.
  • Expertise in brand guardianship, governance, and standards.
  • Expertise in creative development and brand activation.
  • Demonstrate strategic expertise and insight.
  • Capability for cross-agency collaboration.
💰

FINANCIAL REQUIREMENTS

  • Demonstrate financial capacity to manage a contract with an estimated value of 7,200,000 EUR over 49 months.
📋

SUBMISSION REQUIREMENTS

  • Submit the bid by the deadline: 2026-02-23T12:00:00+00:00.
  • Access full tender documentation and submit the bid via the etenderwales eTendering Portal.

Requirements Preview

Sign up to view complete requirements and analysis

AI-powered requirement analysis
Complete compliance breakdown
Strategic bidding insights
Instant eligibility check

No credit card required • Setup in 2 minutes

HTM
Lot L-1
Administrative DocumentsL-1.html
Summary:
This document provides a link to the etenderwales eTendering Portal login page, where interested parties can access the full tender documentation for Transport for Wales' strategic Brand Guardianship agency procurement.
DOC
OCDS Record
OCDS Data006301-2026_ocds_record.json
Summary:
Transport for Wales is seeking a strategic Brand Guardianship agency to provide expert insight and leadership for the development, evolution, activation, and governance of its multimodal, bilingual brand.
DOC
OCDS Release Package
OCDS Data006301-2026_ocds_release.json
Summary:
This OCDS Release Package provides structured data about the Transport for Wales tender seeking a strategic Brand Guardianship agency, including buyer details and tender initiation information.
PDF
Official PDF Version
Administrative Documents006301-2026_official.pdf
Summary:
Transport for Wales seeks a strategic Brand Guardianship agency to develop, evolve, activate, and govern its multimodal, bilingual brand, providing expert insight and leadership to strengthen its identity and ensure consistency across all touchpoints.
HTM
Tender Notice
General Information006301-2026.html
Summary:
Transport for Wales seeks a strategic Brand Guardianship agency to develop, evolve, activate, and govern its multimodal, bilingual brand, requiring expertise in strategic direction, customer experience, governance, creative development, and cross-agency collaboration.

Documents Preview

Sign up to view document summaries and analysis

AI document summaries
Key requirement extraction
Risk & compliance alerts
Strategic document insights

No credit card required • Setup in 2 minutes

64
Good

Tender Quality Score

This tender presents a clear description of services and supports electronic submission, but critically lacks specified evaluation criteria, significantly impacting clarity, completeness, and fairness.

Score Breakdown

Legal Compliance75/100

The tender defines the procedure type and CPV codes appropriately, and there are no reported disputes or suspensions. Mandatory exclusion grounds are mentioned, indicating compliance with basic legal frameworks. However, the reveal date is missing, which is a minor transparency concern.

Missing tender reveal date
Clarity60/100

The description of services and AI-extracted requirements are clear and unambiguous. However, the critical absence of specified evaluation criteria severely diminishes the overall clarity for potential bidders, making it difficult to understand how proposals will be assessed.

No evaluation criteria specified
Completeness60/100

Most essential information such as title, reference, organization, value, duration, and deadlines are provided, and documents are available via a portal. Nevertheless, the tender is incomplete due to the fundamental omission of evaluation criteria, which are crucial for a comprehensive bid submission.

No evaluation criteria specified
Fairness50/100

The tender supports e-procurement and its requirements appear generic, not tailored to a specific company. However, the complete absence of evaluation criteria is a major concern for fairness, as it prevents objective and transparent assessment of bids, potentially leading to arbitrary decisions.

No evaluation criteria specified
Practicality65/100

Electronic submission is supported via the eTendering portal, and key dates like contract start and duration are clearly specified. While the estimated value is provided, more detailed financing information (e.g., payment terms) is not available in the summary, which could affect practical planning.

Data Consistency90/100

The tender exhibits good data consistency with most key fields populated and logical dates. There are no reported disputes or suspensions. Minor omissions include the 'Liable Person' and specific procedure codes.

Missing 'Liable Person'
Missing procedure codes
Sustainability50/100

The tender mentions 'innovation' as a core service aspect, which is a positive. However, it lacks explicit criteria for green procurement or social aspects, indicating a missed opportunity to integrate broader sustainability goals into the procurement process.

No explicit green procurement criteria
No explicit social criteria

Strengths

Clear and detailed service description with core services outlined.
Comprehensive AI-extracted technical and financial requirements.
Electronic submission via a dedicated eTendering portal is supported.
Estimated value, contract duration, and start date are clearly specified.
Requirements appear generic and not tailored to a specific company.

Concerns

Critical absence of specified evaluation criteria, impacting transparency and fairness.
Missing the tender's reveal date, reducing full transparency.
Lack of explicit green or social procurement criteria.
Missing 'Liable Person' and specific procedure codes.

Recommendations

1. Publish clear, objective, and measurable evaluation criteria to ensure transparency and fairness for all bidders.
2. Provide the tender's reveal date to enhance overall transparency of the procurement process.
3. Integrate relevant sustainability (green and social) criteria into future tenders to align with modern procurement best practices.

AI Scoring Preview

Sign up to view complete requirements and analysis

Complete quality score analysis
Detailed sub-score breakdown
Strengths & concerns insights
Strategic recommendations

No credit card required • Setup in 2 minutes

Generate DocumentsReview Documents
B
Tender Quality Score
64/ 100 · Good

Tender Assistant

Ask me anything about this tender

Tender Assistant

Hello! I'm your AI assistant for this tender. I can help you understand requirements, deadlines, eligibility criteria, and provide strategic insights.

What are the main requirements?
When is the deadline?
Who is eligible to bid?

No credit card required

Setup in 2 minutes

Save with Notes