Media Buying Services

Concepts

• birmingham
• advertising and marketing
• omd group ltd
• media buying services
• current media
• media
• media buying
• wmgc
• international cultural marketing campaigns
• tourism marketing campaigns

Location

West Midlands: As the crows flies from B19 post code

Description

OMD Group Ltd are the current media buying supplier for both the Domestic and International Cultural marketing campaigns. All media is currently agreed and purchased until March 2023, therefore it is our intention to directly award OMD Group Ltd the contract to continue the media buying services for WMGC.

Total Quantity or Scope

We are running two tourism marketing campaigns that are currently running until March 2023. 1. A domestic marketing campaign that aims to change perceptions, and drive footfall to our region. 2. An international cultural campaign will deliver a digital marketing campaign for each our key target markets Australia, India, and Canada. The campaign will promote the regions permanent cultural assets, Birmingham 2022 Festival, and raise awareness and interest in the West Midlands as a cultural tourism destination both pre, during, and post-Games. WMGC procured the CCS Framework for Media Buying in December 2021 for both the Domestic and International Cultural Marketing Campaigns and appointed a single supplier to the framework which is valid until 21st May 2022. The framework has been retendered and our incumbent has retained the business as they are the only supplier on the Lot. The framework gives permission to directly call off where requirements are precise without opening to further competition. WMGC is satisfied that the framework route still delivers value for money based on the tendered rates which are still applicable to all contracts which be called off from this framework. Our anticipated spend for this financial year is: Year 2 = £335,000 Domestic Year 2 = 82,000 International Total Year 2 = 417,000

Award Detail

Award Criteria

CPV Codes

• 79340000 - Advertising and marketing services

Legal Justification

It is the intention of WMGC Ltd to directly award OMD Group Ltd the contract due to the nature of the service required and in line with principles set in PPN01/20 where direct award is permissible due absence of competition and protection of exclusive rights under Regulation 32 (2) of the PCR which allows for sole supplier sourcing through use of a negotiated procedure without prior publication to be used and this request also falls within Regulation 32 (5) delivery of services by an existing supplier to where competition is absent due to technical reasons. Furthermore, there is protection of exclusive rights, including intellectual property rights where there is no reasonable alternative or substitutes that exists and the absence of competition is not the result of an artificial narrowing down of the parameters of the procurement. The procurement was initially tendered in December 2021, with the framework expiring on the 21/05/22. The framework was retendered and OMD Group Ltd retained the business, they are the only supplier on the Lot 1. The market is uncontested on media buying and it is a reasonable solution decision to proceed with OMD based on conditions that there is no reasonable alternative in the market. In the case of this procurement competition is absent and only one supplier can provide the expertise to provide an integrated, end-to-end service for media buying on our existing marketing campaigns with no further competition needed or has capacity to complete on the scale required.

Other Information

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