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Cymru Wales Brand - Nation Marketing

Llywodraeth Cymru / Welsh Government

This public procurement record has 6 releases in its history.

Award

07 Aug 2026 at 15:49

UK7 - Contract Details Notice
Award

22 Jun 2026 at 16:38

UK6 - Contract Award Notice
Award

05 Jun 2026 at 16:23

UK6 - Contract Award Notice
Tender

12 Feb 2026 at 15:12

UK4 - Tender Notice
Planning

19 Aug 2025 at 11:26

UK2 - Preliminary Market Engagement Notice
Planning

22 May 2025 at 13:50

UK1 - Pipeline Notice
Summary of the contracting process

Welsh Government procured advertising and marketing services for the Cymru Wales brand and nation marketing activity across Wales. The work is divided into three related areas. Brand, Campaign Creative Delivery sets the brand and creative direction for Cymru Wales campaigns, coordinates delivery with other suppliers and in-house teams, and ensures activity follows brand guidelines. Brand Media Production covers production services for brand campaigns. Cymru Wales Digital Delivery covers planning, buying and optimising digital media campaigns, monitoring digital performance and advising on emerging channels, tools and opportunities. The digital work must align with the creative direction and production quality. The buying organisation is Llywodraeth Cymru / Welsh Government, based in Cardiff, and delivery is in Wales. The procurement is for services rather than goods or construction.

The procurement has been awarded and contracts are active. It used an above-threshold open competitive flexible procedure, with a framework allowing direct awards and, for some work, mini-competitions. Lot 1 was awarded to Cowshed Communication Ltd’s Grwp Undod consortium on 5 June 2026 for £39,333,333 excluding VAT (£47,200,000 including VAT); its contract was signed on 1 July 2026 and runs from 2 July 2026 to 1 July 2029, with an optional extension to 1 July 2030. Lot 3 was awarded to Golley Slater Group Ltd’s consortium on 5 June 2026 on the same value and dates. Lot 2 was awarded on 22 June 2026 to Alaw, Atebol, Boom Cymru TV, Storm and Shelter, and Working Word, at £4,000,000 excluding VAT (£4,800,000 including VAT) per supplier, with contracts running from 2 July 2026 to 1 July 2029 and possible extension to 1 July 2030. Lot 1 evaluation was technical quality 60%, social value 10% and commercial 30%; Lot 2 was technical 70% and commercial 30%; Lot 3 was technical quality 60%, social value 10% and commercial 30%.

This requirement shows sustained Welsh Government demand for integrated brand marketing, media production and digital delivery, with work structured for both single-lead strategic services and a multi-supplier production arrangement. Credible competitors would need strong campaign strategy and creative direction, the ability to coordinate multiple agencies and client teams, and reliable delivery against established brand guidelines. Media specialists would need demonstrable production capability for Cymru Wales campaigns, while digital specialists would need experience planning, purchasing and optimising media across changing channels, using performance data to improve reach and impact. The procurement also indicates that small and medium-sized enterprises can compete, particularly for media production and digital delivery. Suppliers should be able to demonstrate economic capacity, technical competence, quality performance, timely campaign reporting and social value reporting, with sufficient organisational capability for work delivered across Wales.

How relevant is this notice?

Notice Information

Notice Title

Cymru Wales Brand - Nation Marketing

Notice Description

Notice confirming award following recent procurement of brand marketing services

Lot Information

Brand, Campaign Creative Delivery

Lot 1 is responsible for setting the brand and creative direction for all Cymru Wales campaigns. Acting as the central point for delivery, Lot 1 collaborates closely with Lot 2, Lot 3, in-house teams, and other suppliers to coordinate marketing efforts. This ensures that all activities adhere to established brand guidelines. Full details in the Specification.

Renewal: The Contract can only be extended in accordance with Condition 3 (Commencement and Duration) of the Welsh Government's Standard Conditions of Contract for Services. Any variation to these dates must be agreed in writing by the Client and the successful Bidder in accordance with the Welsh Government's Standard Conditions of Contract for Services.

Brand Media Production

Renewal: The Contract can only be extended in accordance with Condition 3 (Commencement and Duration) of the Welsh Government's Standard Conditions of Contract for Services. Any variation to these dates must be agreed in writing by the Client and the successful Bidder in accordance with the Welsh Government's Standard Conditions of Contract for Services.

Cymru Wales Digital Delivery

Lot 3 requires expertise in digital delivery, acting as a strategic checkpoint for monitoring and enhancing digital performance across all Cymru Wales brand activity. This includes planning, purchasing, and optimising digital media campaigns to ensure maximum reach and impact. Lot 3 also offers expert guidance on emerging digital channels, tools, and opportunities, helping the Cymru Wales brand stay ahead in a fast-changing landscape. Working closely with Lot 1 and Lot 2, as well as in-house teams, Lot 3 ensures that digital execution is aligned with creative direction and production quality, driving consistent and effective brand presence across all platforms. Full details in specification.

Renewal: The Contract can only be extended in accordance with Condition 3 (Commencement and Duration) of the Welsh Government's Standard Conditions of Contract for Services. Any variation to these dates must be agreed in writing by the Client and the successful Bidder in accordance with the Welsh Government's Standard Conditions of Contract for Services.

Planning Information

An online event will be held by the buying organisation on 02/09/2025. This event will provide further information on the requirements and procurement process. To register your interest and be sent an invite please email: enquiries.wales@gov.wales

Notice Details

Publication & Lifecycle

Open Contracting ID
ocds-h6vhtk-051dd6
Publication Source
Find A Tender Service
Latest Notice
https://www.find-tender.service.gov.uk/Notice/075415-2026
Current Stage
Award
All Stages
Planning, Tender, Award

Procurement Classification

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

Common Procurement Vocabulary (CPV)

CPV Divisions

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

CPV Codes

79340000 - Advertising and marketing services

Notice Value(s)

Tender Value
£100,000,000 £100M-£1B
Lots Value
£100,000,000 £100M-£1B
Awards Value
£59,333,333 £10M-£100M
Contracts Value
£43,333,333 £10M-£100M

Notice Dates

Publication Date
7 Aug 20262 weeks ago
Submission Deadline
12 Mar 2026Expired
Future Notice Date
7 Oct 2025Expired
Award Date
5 Jun 20262 months ago
Contract Period
2 Jul 2026 - 1 Jul 2029 3-4 years
Recurrence
2029-01-01

Notice Status

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

Buyer & Supplier

Contracting Authority (Buyer)

Main Buyer
Llywodraeth Cymru / Welsh Government
Additional Buyers

Welsh Government

Contact Name
Available with D3 Tenders Premium →
Contact Email
Available with D3 Tenders Premium →
Contact Phone
Available with D3 Tenders Premium →

Buyer Location

Locality
CARDIFF
Postcode
CF10 3NQ
Postcode Area
Cardiff
Country
Wales
Major Region (ITL 1)
TLL Wales
Basic Region (ITL 2)
TLL5 South East Wales
Small Region (ITL 3)
TLL52 Cardiff and Vale of Glamorgan
Delivery Location
TLL Wales
Local Authority
Cardiff
Electoral Ward
Cathays
Westminster Constituency
Cardiff South and Penarth

Supplier Information

Number of Suppliers
8
Supplier Names

ALAW CYF

ALAW CYF.

ATEBOL CYFYNGEDIG

BOOM CYMRU TV LTD

Cowshed Communication Ltd (Consortium bid - Grwp Undod. Cowshed is the lead contractor and W Lotus, Goodstuff and Arena Projects are consortia members)

Golley Slater Group Ltd - Group Consortium - Golley Slater Group Limited is the lead member. Liberty Marketing Limited is part of the group

STORM AND SHELTER LTD

Working Word

Further Information

Notice Documents

Notice URLs

Open Contracting Data Standard (OCDS)

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