GLA81467 - Collaborative Media Planning & Buying

Concepts

• advertising services
• greater london authority
• collaborative media planning & buying
• collaborative media planning
• media agency partner
• strategic planning
• media strategies
• mobilisation plans
• class media agency
• media space

Location

United Kingdom:

Description

Transport for London (“TfL”) is conducting this procurement on behalf of the GLA Group Constituent Bodies and other Authorities listed below: • Transport for London (TfL) • Metropolitan Police Service (MPS)/ Counter Terrorism Policing (CTP) • Greater London Authority (GLA) • London Fire Brigade (LFB) • London Legacy Development Corporation (LLDC) • Mayor’s Office for Policing and Crime (MOPAC) • Old Oak and Park Royal Development Corporation (OPDC) • London and Partners (L&P) The Authorities require a Framework Agreement to be put in place for a Media Agency partner. The Agency will plan media strategies and buy media space for marketing purposes, public consultations as well as recruitment campaigns. TfL is conducting the tender process to put in place a Framework Agreement for a duration of two (2) years with an option to extend for up to a further two (2) years through the use of two (2) one (1) year extensions, i.e., a maximum of 2+1+1 years. The spend against this Framework Agreement is expected to range between £62,000,000 - £81,000,000 across the four year duration. There is no guaranteed minimum spend.

Total Quantity or Scope

This requirement seeks a best-in-class Media Agency that will deliver media neutral integrated behaviour change and recruitment marketing communications, strategic planning and implementation. This includes the ability to deliver paid for media partnerships and associated content development and delivery and consultations. Media planning and buying requirements across the Authorities are: • Media strategic thinking and planning • Media buying • Planning of other free or owned media that TfL or GLA family may access over time. • Working in collaboration with the through the line creative agency and the roster of creative agencies or in-house creative teams to deliver integrated strategic planning and media neutral communications. • Inputting to the development of an agreed set of metrics for all activity, reviewing progress against them and providing recommendations on how to optimise activity to meet the KPIs. • Optimising client investment in the digital arena and the implications for any client databases and websites • Budget setting as part of the integrated communications planning process to reflect the planning and brand priorities for each fiscal year and beyond • Creating mobilisation plans in preparation to respond urgently to high priority / high profile briefs following an unexpected event • Keeping the client teams up to date on key market and industry developments • Clash management • Digital frequency management • Brand safety- regularly reviewing the requirements and ensuring brand safety guidelines are adhered to • Measuring and reporting on Ad Viewability • Ensuring any content created through partnerships meets the GLA family’s standards for accessibility. • Reporting on on-going campaign performance including media related metrics, PCAs, identifying learnings and recommendations for current and future activity. • Investigating and maximising opportunities for brand surveys by media partners at low cost or added value as part of a media buy. • Research and evaluation of activity including public sector polling, and econometric modelling. • Emergency processes – the ability to pause all communications based on agreed criteria and timelines.

Renewal Options

The Authority will have the option to extend the Framework Agreement for up to a further two (2) years through the use of two (2) one (1) year extensions, i.e., a maximum of 2+1+1 years.

CPV Codes

• 79341000 - Advertising services

Indicators

• This is a recurring contract.
• Renewals are available.

Other Information

** PREVIEW NOTICE, please check Find a Tender for full details. **