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School Teacher Recruitment Marketing Campaign

Department for Education

This public procurement record has 4 releases in its history.

Implementation

11 Aug 2026 at 11:37

Award Notice
Award

25 Sep 2025 at 13:45

UK7 - Contract Details Notice
Award

01 Aug 2025 at 12:08

UK6 - Contract Award Notice
Tender

24 Mar 2025 at 12:15

UK4 - Tender Notice
Summary of the contracting process

The Department for Education procured a lead creative and strategic agency for its School Teacher Recruitment Marketing Campaign. The service supports recruitment into Initial Teacher Training and the recruitment of new expert teachers across mainstream and specialist schools and colleges. Its purpose is to attract students and graduates under 30 to teaching through campaign strategy and a communications platform, brand strategy and guardianship, creative development and production for paid advertising and other marketing touchpoints, and segmented email journeys. The work is advertising and marketing services, including advertising campaign services. The campaign covers school teachers only and is intended to support activity across the Department for Education’s recruitment communications, including the Get Into Teaching website.

The procurement is complete and was run as a selective competitive flexible procedure. One lot was awarded to M&C SAATCHI (UK) LIMITED on 23 July 2025. The awarded value was £7.2 million excluding VAT, or £9 million including VAT. The contract was signed on 9 September 2025 and runs from 25 September 2025 to 24 September 2029; its contract value is £9 million excluding VAT, or £10.8 million including VAT. The procedure used participation, tender and presentation stages, with three final-stage bids from 39 initial bids. Evaluation weighted technical quality at 65%, social value at 10% and price at 25%. The requirement was suitable for SMEs and voluntary, community or social enterprises, with options for additional services.

This procurement demonstrates sustained demand from the Department for Education for integrated public-sector recruitment marketing, led by an agency able to combine strategic planning, brand stewardship, creative development, advertising production and segmented direct marketing. A credible future competitor would need to show strong strategic and creative expertise for difficult, changing graduate recruitment markets, with the ability to engage students and graduates under 30 and translate a campaign platform across digital and wider touchpoints. Evidence of reliable delivery, creative and production quality control, client collaboration, issue management, supplier management and transparent financial tracking would be important. The buyer also measured school outreach, training and education, client satisfaction and social value, so relevant experience in education audiences, apprenticeships, training plans and inclusive employment commitments would strengthen a proposition.

How relevant is this notice?

Notice Information

Notice Title

School Teacher Recruitment Marketing Campaign

Notice Description

The objective of the School Teacher Recruitment Marketing Campaign is to support recruitment of c. 35,000 people into Initial Teacher Training every year, alongside the government priority to recruit an additional 6,500 new expert teachers across our schools, both mainstream and specialist, and our colleges over the course of this parliament. (This campaign will only target school teachers). Our aim is to inspire and attract candidates and grow the appeal of teaching amongst students and graduates under the age of 30, who are the group most likely to train to become a teacher. We are looking for a lead creative and strategic agency that will set a new direction for the school recruitment marketing campaign to tackle a challenging, ever-changing graduate recruitment market and ensure the campaign delivers communications excellence and innovation, as demanded by Government Communications Service professional standards. The deliverables of this campaign are: * Campaign strategy and platform. * Brand strategy and guardianship to support wider marketing activities. * Creative development and production for paid advertising and to support the application of the creative strategy and platform across other marketing touchpoints, including the Get Into Teaching website. * Strategy, development and content production for direct marketing journeys (segmented email programmes). This tender notice is for the award of a public contract through a competitive flexible procedure in accordance with section 20(1) and (2)(b) of the Procurement Act 2023.

Lot Information

Lot 1

Options: Options to purchase additional services as required.

Notice Details

Publication & Lifecycle

Open Contracting ID
ocds-h6vhtk-04f7de
Publication Source
Find A Tender Service
Latest Notice
https://www.find-tender.service.gov.uk/Notice/076141-2026
Current Stage
Award
All Stages
Tender, Award

Procurement Classification

Notice Type
UK7 - Contract Details Notice
Procurement Type
Standard
Procurement Category
Services
Procurement Method
Selective
Procurement Method Details
Competitive flexible procedure
Tender Suitability
SME, VCSE
Awardee Scale
Large

Common Procurement Vocabulary (CPV)

CPV Divisions

79 - Business services: law, marketing, consulting, recruitment, printing and security

CPV Codes

79340000 - Advertising and marketing services

79341400 - Advertising campaign services

Notice Value(s)

Tender Value
£7,200,000 £1M-£10M
Lots Value
£7,200,000 £1M-£10M
Awards Value
£7,200,000 £1M-£10M
Contracts Value
£9,000,000 £1M-£10M

Notice Dates

Publication Date
11 Aug 20262 weeks ago
Submission Deadline
31 Mar 2025Expired
Future Notice Date
Not specified
Award Date
23 Jul 20251 years ago
Contract Period
25 Sep 2025 - 24 Sep 2029 4-5 years
Recurrence
Not specified

Notice Status

Tender Status
Complete
Lots Status
Complete
Awards Status
Active
Contracts Status
Active

Buyer & Supplier

Contracting Authority (Buyer)

Main Buyer
Department for Education
Contact Name
Available with D3 Tenders Premium →
Contact Email
Available with D3 Tenders Premium →
Contact Phone
Available with D3 Tenders Premium →

Buyer Location

Locality
LONDON
Postcode
SW1P 3BT
Postcode Area
South West London
Country
England
Major Region (ITL 1)
TLI London
Basic Region (ITL 2)
TLI3 Inner London - West
Small Region (ITL 3)
TLI35 Westminster and City of London
Delivery Location
Not specified
Local Authority
Westminster
Electoral Ward
St James's
Westminster Constituency
Cities of London and Westminster

Supplier Information

Number of Suppliers
1
Supplier Name

M&C SAATCHI (UK) LIMITED

Further Information

Notice Documents

Open Contracting Data Standard (OCDS)

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The Open Contracting Data Standard (OCDS) is a framework designed to increase transparency and access to public procurement data in the public sector. It is widely used by governments and organisations worldwide to report on procurement processes and contracts.

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