Contract award notice
Results of the procurement procedure
Section I: Contracting
entity
I.1) Name and addresses
Menter a Busnes
Y Parc Gwyddoniaeth, Aberystwyth
Ceredigion
SY23 3AH
UK
Telephone: +44 1970636565
E-mail: gwenith.elias@menterabusnes.co.uk
NUTS: UK
Internet address(es)
Main address: https://menterabusnes.cymru/
Address of the buyer profile: https://www.sell2wales.gov.wales/search/Search_AuthProfile.aspx?ID=AA0860
I.2) Joint procurement
The contract is awarded by a central purchasing body
I.4) Type of the contracting authority
Other: Economic Development Company
I.5) Main activity
Economic and financial affairs
Section II: Object
II.1) Scope of the procurement
II.1.1) Title
MEDIA PLANNING & BUYING FOR WELSH HERO BRANDS
II.1.2) Main CPV code
79340000
II.1.3) Type of contract
Services
II.1.4) Short description
Ten brands from “hero” categories within the Welsh Food & Drink sector seek to create a collaborative approach to consumer marketing, using highly targeted, measurable omnichannel media planning and technology that will identify audiences in Wales and GB, based on their attitudes and behaviours.
Every brand will have an individual omnichannel media plan that will be dependent on their individual marketing objectives and target audiences, but the overall campaign will run across 3 months.
II.1.6) Information about lots
This contract is divided into lots:
No
II.1.7) Total value of the procurement
Value excluding VAT:
200 000.00
GBP
II.2) Description
II.2.2) Additional CPV code(s)
32417000
79342000
79413000
II.2.3) Place of performance
NUTS code:
UKL
II.2.4) Description of the procurement
Description of the goods or services required:
Ten brands from “hero” categories within the Welsh Food & Drink sector seek to create a collaborative approach to consumer marketing, using highly targeted, measurable omnichannel media planning and technology that will identify audiences in Wales and GB, based on their attitudes and behaviours.
Every brand will have an individual omnichannel media plan that will be dependent on their individual marketing objectives and target audiences, but the overall campaign will run across 3 months.
Objectives:
-Raising consumer awareness for individual Welsh food and drink brands across Wales and GB to be measured pre and post campaign
-Gaining the most campaign impact for budget by effectively targeting target audiences based on their attitudes
II.2.5) Award criteria
Quality criterion: Quality
/ Weighting: 80
Price
/ Weighting:
20
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
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:
No
IV.2) Administrative information
IV.2.1) Previous publication concerning this procedure
Notice number in the OJ S:
2022/S 000-032629
Section V: Award of contract
A contract/lot is awarded:
Yes
V.2 Award of contract
V.2.1) Date of conclusion of the contract
18/01/2023
V.2.2) Information about tenders
Number of tenders received: 3
Number of tenders received from SMEs: 3
Number of tenders received from tenderers from EU Member States: 0
Number of tenders received from tenderers from non-EU Member States: 3
Number of tenders received by electronic means: 3
The contract has been awarded to a group of economic operators:
No
V.2.3) Name and address of the contractor
Ubiquity
S4C, Parc Ty Glas, , Llanishen
Cardiff
CF145DU
UK
Telephone: +44 2922409695
NUTS: UK
The contractor is an SME:
Yes
V.2.4) Information on value of the contract/lot (excluding VAT)
Total value of the contract/lot:
: 200 000.00
GBP
V.2.5) Information about subcontracting
Section VI: Complementary information
VI.3) Additional information
MEDIA PLANNING & BUYING FOR WELSH HERO BRANDS
Description of the goods or services required:
Ten brands from “hero” categories within the Welsh Food & Drink sector seek to create a collaborative approach to consumer marketing, using highly targeted, measurable omnichannel media planning and technology that will identify audiences in Wales and GB, based on their attitudes and behaviours.
Every brand will have an individual omnichannel media plan that will be dependent on their individual marketing objectives and target audiences, but the overall campaign will run across 3 months.
Objectives:
-Raising consumer awareness for individual Welsh food and drink brands across Wales and GB to be measured pre and post campaign
-Gaining the most campaign impact for budget by effectively targeting target audiences based on their attitudes
The Campaign:
-The campaign will run across multiple communication channels including (but not limited to) Out of home advertising, TV, VOD and Digital
-Each brand’s advertising will require a different omnichannel marketing strategy dependent on their individual objectives and target audiences
-Target audiences will vary for each brand and will be based on demographic and attitudinal insight
-Looking for an innovative approach to targeting audiences that will maximise campaign impact within budget
Other Requirements:
-Detailed and measurable campaign report outputs. These will be crucial to measure the success of the campaign and document learnings. This should include breakdown of impressions and the most cost-effective impressions as well as the most valuable targeted impressions
Total quantity or scope of tender:
Time frame: over 4 months from February-May 2023.
The selected agency will be expected to deliver a strategic media schedule which works to the KPIs and within a indicative budget of GBP 200,000
3 Conditions for Participation
Minimum standards and qualification required:
-Proven experience in working with Welsh food and drink brands
-Expertise in digital targeting across a wide range of communication channels
-Experienced in using innovative consumer targeting platforms
-Proven reliability in delivering successful campaigns
-Proven experience in delivering campaigns that are highly cost-effective and impactful
5 Other Information
Additional Information:
Please indicate rationale for spend attribution based on the key objectives outlined. This should include some suggested activities within each communication channel you propose. An example of one target audience has been included as an additional document - please provide some examples of the strategy you would use to best target this audience. This proposal will be for demonstrative purpose only, upon award of contract a full brief will be provided so that a final media schedule can be drawn up.
Information required: Outline proposal and rationale, experience in project delivery, proposed team, quote. Max word count: 5 pages of A4 (size 12 font) or 10 PowerPoint slides. This application should include team credentials.
Submissions must reflect the competencies listed in Section 3, and proposals will be assessed against each. Following the Sell2Wales tender process, applicants who meet the competencies in Section 3 may be required to attend an in person meeting.
(WA Ref:128240)
VI.4) Procedures for review
VI.4.1) Review body
High Court
Royal Courts of Justice, The Strand
London
WC2A 2LL
UK
Telephone: +44 2079477501
VI.5) Date of dispatch of this notice
18/01/2023