United Kingdom9 days leftOpen

Marketing Services

Tender Overview

ORGANIZATION

Transport for Wales

LOCATION

Wales, United Kingdom

VALUE

£44,400,000

DEADLINE

February 12, 2026 at 00:00

CATEGORY

Other

CPV CODE

79342000

REFERENCE

004727-2026

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. \nThe future procurement is expected to be structured into four distinct lots, each covering a specialist area of marketing delivery:\nLot 1. Digital and Performance Marketing\nProvide 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. \nLot 2. Marketing Effectiveness and Evaluation \nMeasure 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.\nLot 3. Creative and Advertising Campaigns\nProvide 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.\nLot 4. Events and Brand Activation\nPlan, 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 provided in the tender information.

ELIGIBILITY REQUIREMENTS

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

TECHNICAL CAPABILITY REQUIREMENTS

  • Ability to provide Marketing Services Multi Lot Framework.
  • Capability to help build and establish an accessible, bilingual, distinctive, and multimodal brand.
  • **For Lot 1 (Digital and Performance Marketing):**
  • Expertise in digital and performance marketing across all digital channels (owned, earned, paid).
  • Capability to drive customer acquisition and retention.
  • Capability to enhance customer experience.
  • Capability to drive modal shift.
  • Ability to optimise targeting and analytics.
  • Ability to drive measurable ROI.
  • **For Lot 2 (Marketing Effectiveness and Evaluation):**
  • Capability to measure and evaluate campaign and brand performance.
  • Expertise in advanced econometrics.
  • Expertise in attribution modelling.
  • Capability to provide ongoing insights.
  • Ability to conduct ROI analysis.
  • Ability to perform revenue attribution.
  • Ability to assess media impact.
  • Ability to provide investment allocation recommendations.
  • Ability to provide strategic recommendations.
  • **For Lot 3 (Creative and Advertising Campaigns):**
  • Creative expertise to design, deliver, and manage impactful advertising campaigns.
  • Capability for content production and asset delivery across paid, owned, and earned channels.
  • Ability to maximise growth and and commercial revenues.
  • Ability to harness insight-driven strategies and ideas to shape brand and marketing direction.
  • Capability to back strategies with solid research, testing, and ongoing optimisation.
  • Ability to deliver agile, tactical, and behavioural campaigns.
  • **For Lot 4 (Events and Brand Activation):**
  • Ability to plan, manage, and deliver on-brand experiential and consumer events.
  • Capability to align events with marketing strategies and campaigns, conferences, and exhibitions.
  • Ability to provide end-to-end services for experiential activities, including staffing, AV, talent booking, brand activations, and full logistics.
💰

FINANCIAL REQUIREMENTS

  • No specific financial requirements for bidders are provided in the tender information.
📋

SUBMISSION REQUIREMENTS

  • Submit the bid by the deadline: 2026-02-12T00:00:00.
  • Address the multi-lot framework structure in the bid.
  • Indicate which of the four distinct lots the bid is for.

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
Planning Notice
General Information004727-2026.html
Summary:
Transport for Wales is planning a multi-lot framework for marketing services, including digital, performance, effectiveness, creative campaigns, events, and brand activation, to build its brand.
DOC
OCDS Record
OCDS Data004727-2026_ocds_record.json
Summary:
Transport for Wales is planning a multi-lot framework for marketing services, covering digital, performance, effectiveness, creative, advertising, events, and brand activation, as detailed in this OCDS record.
DOC
OCDS Release Package
OCDS Data004727-2026_ocds_release.json
Summary:
Transport for Wales is seeking a multi-lot framework for marketing services covering digital, performance, effectiveness, creative, advertising, events, and brand activation to build its accessible, bilingual, and multimodal brand.
PDF
Official PDF Version
General Information004727-2026_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 £37M, and is holding a supplier engagement event.

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

60
Good

Tender Quality Score

This tender, currently in a planning status, provides a clear and detailed description of the required marketing services across four distinct lots. However, it significantly lacks crucial information such as the procedure type, evaluation criteria, and specific eligibility or financial requirements, which are essential for a comprehensive and fair procurement process.

Score Breakdown

Legal Compliance60/100

The tender lacks fundamental legal information, including the procedure type, liable person, and a clear 'reveal date' for the notice. While its 'planning' status might explain the absence of full legal requirements (exclusion, eligibility, financial), the ambiguity of the 'submission deadline' in this context is problematic. CPV codes are correctly assigned, and there are no disputes.

Missing procedure type and code
Missing liable person
Clarity70/100

The description of the multi-lot framework and the technical requirements for each lot are exceptionally clear and detailed. However, the overall clarity for bidders is significantly hampered by the explicit absence of evaluation criteria, eligibility requirements, and financial requirements.

No evaluation criteria specified
No specific eligibility requirements provided
Completeness65/100

Basic information such as title, reference, organization, value, duration, and contract start date are present. Documents are also listed. However, the tender is incomplete due to the explicit absence of evaluation criteria, mandatory exclusion grounds, eligibility requirements, and financial requirements, which are critical for a full tender.

No evaluation criteria specified
No specific mandatory exclusion grounds provided
Fairness55/100

The absence of evaluation criteria is a major fairness concern, as bidders cannot understand how their proposals will be judged. The lack of electronic submission support also reduces equal access. While the technical requirements appear generic and not tailored, these procedural gaps significantly impact fairness.

No evaluation criteria specified
No e-submission supported
Practicality60/100

The lack of electronic submission support is a significant practical drawback in modern procurement. While the contract start date and duration are clearly specified, the absence of e-submission creates an unnecessary barrier for potential bidders.

No e-submission supported
Data Consistency70/100

Key fields such as 'Type' and 'Procedure' are unpopulated, and the 'Liable Person' is missing, indicating significant data gaps. While dates are logical and consistent, and there are no disputes, the missing core classification data reduces the overall consistency score. A minor currency discrepancy exists between the estimated value in EUR and a document summary in GBP, but this is not critical for a planning notice.

Missing 'Type' and 'Procedure' fields
Missing 'Liable Person'
Sustainability20/100

The tender makes no explicit mention of green procurement, social aspects, or innovation focus. This indicates a significant oversight in integrating modern sustainability and responsible procurement practices.

Not green procurement
No social criteria

Strengths

Clear and detailed description of services and lots
Well-defined technical capability requirements for each lot
Value, duration, and contract start date are specified
CPV code is correctly assigned
Multi-lot framework encourages specialist participation

Concerns

Missing definition of procedure type and liable person
Absence of evaluation criteria, eligibility, and financial requirements
Lack of electronic submission support
No explicit mention of sustainability, social, or innovation criteria
Ambiguity regarding the 'submission deadline' for a 'planning' status

Recommendations

1. Clearly define the procurement procedure type and provide full legal requirements (exclusion, eligibility, financial) in the formal tender.
2. Implement transparent and objective evaluation criteria to ensure fairness.
3. Enable electronic submission for broader and more equal access for bidders.

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
60/ 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