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Notice Summary

Title:
United Kingdom-Cardiff: Brand Guardianship and Creative Development
Document Ref:
8912-2020
Document Type:
Contract Notice - Open Procedure
Published By:
Transport for Wales
Date Published:
09 January 2020
Deadline Date:
18 February 2020
Document Source:
Framework/DPS:
No
Alert Profile:
Labels:

Notice Abstract

Develop, evolve and refine the TfW long-term brand strategy and to put in place a structure and strategic approach that enables TfW to do this in an innovative and strategic manner.Ensure that TfW establish and maintain strategic control of our brand and to ensure that our brand is accurately and imaginatively executed by all users, including licensed users.Further information can be found in the ITT documents attached to the additional documents section of the contract notice on Sell2Wales.

Notice Details

Contract notice

Directive 2014/24/EU - Public Sector Directive

Directive 2014/24/EU

Section I: Contracting Change entity

I.1) Name and addresses

Transport for Wales

Southgate House, Wood Street

Cardiff

CF10 1EW

UK

Telephone: +44 2921673434

E-mail: procurement@tfw.wales

NUTS: UKL

Internet address(es)

Main address: http://tfw.gov.wales

Address of the buyer profile: https://www.sell2wales.gov.wales/search/Search_AuthProfile.aspx?ID=AA50685

I.2) Joint procurement

The contract is awarded by a central purchasing body

I.3) Communication

The procurement documents are available for unrestricted and full direct access, free of charge at:

https://www.sell2wales.gov.wales


Additional information can be obtained from the abovementioned address


Tenders or requests to participate must be sent electronically to:

https://www.sell2wales.gov.wales


I.4) Type of the contracting authority

Body governed by public law

I.5) Main activity

Other: Transport related services

Section II: Object

II.1) Scope of the procurement

II.1.1) Title

Transport for Wales — Brand Guardianship and Creative Development

Reference number: TfW179

II.1.2) Main CPV code

79000000

 

II.1.3) Type of contract

Services

II.1.4) Short description

Develop, evolve and refine the TfW long-term brand strategy and to put in place a structure and strategic approach that enables TfW to do this in an innovative and strategic manner.

Ensure that TfW establish and maintain strategic control of our brand and to ensure that our brand is accurately and imaginatively executed by all users, including licensed users.

Further information can be found in the ITT documents attached to the additional documents section of the contract notice on Sell2Wales.

II.1.5) Estimated total value

Value excluding VAT: 500 000.00 GBP

II.1.6) Information about lots

This contract is divided into lots: No

II.2) Description

II.2.2) Additional CPV code(s)

79413000

79000000

79342000

79416000

79416100

79416200

73300000

79415200

72224000

II.2.3) Place of performance

NUTS code:

UKL

Main site or place of performance:

TfW offices located in Cardiff, moving to Pontypridd in Sept 2020.

II.2.4) Description of the procurement

TfW wish to appoint a provider to help us undertake future brand development, the following key areas of focus:

(a) strategic brand development and creative direction;

(b) brand management and guardianship;

(c) creative development and execution;

(d) communications;

(e) expertise and experience.

Strategic brand development and creative direction

1) Defining the long-term scope, vision and potential of TfW’s multi-modal brand;

2) Long-term strategic development and creative direction of TfW’s brand;

3) Developing innovative and creative brand-defining initiatives that help to build our distinctive brand and create a lasting legacy;

4) Establishing and maintaining strategic control of TfW’s brand;

5) Helping TfW to build their profile and engage our key audiences;

6) Shaping the strategic development of our communications;

7) Driving creativity and innovation by collaborating with agencies appointed by all licenced brand users.

Brand management and guardianship

1) Overseeing TfW strategic approach and helping us to manage TfW’s brand identity;

2) Engaging with brand users, including licenced users, to achieve best-in-class implementation of our brand while maintaining strategic control;

3) Overseeing the detailed application/implementation of our brand;

4) Evolving, developing and managing TfW brand guidelines in a collaborative manner;

5) Building effective, collaborative relationships with agencies appointed by all licenced users;

6) Helping to establish and manage our brand guardianship/approvals process;

7) Helping to appoint and mentor creative agencies.

Creative development and execution

1) Overseeing the creative development of TfW’s brand (personality, identity, tone of voice), ensuring that it engages both users and key audiences;

2) Helping TfW to build our insight and ensure our key audiences engage with our brand;

3) Developing innovative ideas and creative strategies;

4) Evolving and developing TfW’s core brand narrative/proposition and tone of voice;

5) Establishing, developing and evolving a consistent approach to developing TfW’s tone of voice;

6) Evolving and developing TfW’s messaging hierarchy and key messaging in line with our tone of voice;

7) Overseeing the detailed implementation of TfW’s brand across a wide range of applications;

8) Advising brand users and their appointed agencies on the detailed implementation of TfW’s brand and maintaining control over creative deliverables;

9) Maximising the impact of campaigns by building effective, collaborative relationships with agencies appointed by all licenced users, advising on campaign design and delivery.

Communications

1) Ensuring our licenced users’ campaigns/communications embody our tone of voice and key messaging to build our brand effectively;

2) Ensuring a consistent approach to the application of our tone of voice and use of/adherence to our high-level messaging;

3) Maximising the impact of our multi-channel campaigns/communications by ensuring that our core brand narrative and key messaging underpin these campaigns/communications;

4) Honing campaign design and implementation based on post-campaign insight;

5)Honing our core brand narrative, key messaging hierarchy and key messaging based on post-campaign insight.

Experience/expertise

1) Undertaking research and building insight to enable you to develop innovative and creative brand-defining initiatives that will help drive forward and build our distinctive brand;

2) Building relationships/working collaboratively with specialist advisers, agencies and suppliers to deliver the requirements of this contract;

3) Drawing upon ‘best-in-class’ knowledge and expertise by working with specialist advisers, agencies and suppliers to deliver the requirements of this contract.

II.2.5) Award criteria

Price is not the only award criterion and all criteria are stated only in the procurement documents

II.2.6) Estimated value

Value excluding VAT: 500 000.00 GBP

II.2.7) Duration of the contract, framework agreement or dynamic purchasing system

Duration in months: 36

This contract is subject to renewal: Yes

Description of renewals:

Extension of up to an additional 24 months.

II.2.9) Information about the limits on the number of candidates to be invited

II.2.10) Information about variants

Variants will be accepted: No

II.2.11) Information about options

Options: No

II.2.13) Information about European Union funds

The procurement is related to a project and/or programme financed by European Union funds: No

II.2.14) Additional information

The supplier will be required to provide the support based on specific work packages on a call-off basis, this will be as and when TfW instruct the work package required.

Section III: Legal, economic, financial and technical information

III.1) Conditions for participation

III.1.2) Economic and financial standing

Selection criteria as stated in the procurement documents

III.1.3) Technical and professional ability

Selection criteria as stated in the procurement documents

III.2) Conditions related to the contract

Section IV: Procedure

IV.1) Description

IV.1.1) Type of procedure

Open procedure

IV.1.8) Information about Government Procurement Agreement (GPA)

The procurement is covered by the Government Procurement Agreement: Yes

IV.2) Administrative information

IV.2.2) Time limit for receipt of tenders or requests to participate

Date: 18/02/2020

Local time: 12:00

IV.2.4) Languages in which tenders or requests to participate may be submitted

EN

CY

IV.2.7) Conditions for opening of tenders

Date: 18/02/2020

Local time: 13:00

Section VI: Complementary information

VI.1) Information about recurrence

This is a recurrent procurement: No

VI.2) Information about electronic workflows

Electronic ordering will be used

Electronic invoicing will be accepted

Electronic payment will be used

VI.3) Additional information

The ITT documents can be found in the additional documents section of this contract notice on the Sell2Wales portal:

— ITT Volume 1 — instructions and requirements,

— ITT Volume 2 — proposed terms and conditions,

— ITT Volume 3 — tender questionnaire,

— ITT Volume 4 — pricing schedule.

Note: to register your interest in this notice and obtain any additional information please visit the Sell2Wales Web Site at https://www.sell2wales.gov.wales/Search/Search_Switch.aspx?ID=98537.

The buyer has indicated that it will accept electronic responses to this notice via the postbox facility. A user guide is available at https://www.sell2wales.gov.wales/sitehelp/help_guides.aspx.

Suppliers are advised to allow adequate time for uploading documents and to dispatch the electronic response well in advance of the closing time to avoid any last minute problems.

(WA Ref:98537).

VI.4) Procedures for review

VI.4.1) Review body

Transport for Wales

Southgate House, Wood Street

Cardiff

CF10 1EW

UK

Telephone: +44 2921673434

Internet address(es)

URL: http://tfw.gov.wales

VI.5) Date of dispatch of this notice

08/01/2020

Current Notes