Strategic Brand Guardianship

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                "type": "engagement",
                "description": "Transport for Wales are using this Preliminary Market Engagement Notice to identify supplier interest in the upcoming requirement for the Strategic Brand Guardianship. TfW may in future decide to hold an online market engagement session via Microsoft Teams. If this is the case, then suppliers that complete the feedback questionnaire attached, will be contacted and invited. Please complete this Microsoft Form Feedback Questionnaire by 5pm, Monday 12th January 2026. https://forms.office.com/Pages/ResponsePage.aspx?id=JNDchxkwJkiZVrp2sqBP9GQHxZZpmRBEpZb6y9KNSQVUMDZDODNEWDBERDJHV0w4U1A0UUFLS0NZSi4u (if the link doesn't allow you to click it, please copy and paste it into your internet browser).",
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    "parties": [
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            "id": "GB-COH-09476013",
            "name": "Transport for Wales",
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                "locality": "Pontypridd",
                "postalCode": "CF37 4TH",
                "country": "GB",
                "countryName": "United Kingdom",
                "region": "UKL15"
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            "contactPoint": {
                "email": "supplychain@tfw.wales",
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                ]
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        },
        {
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            "contactPoint": {
                "email": "procurement@tfw.wales"
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                "url": "http://https://tfw.wales/ways-to-travel/rail?msclkid=10d23ab966731be7972350ef60371ddf",
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        },
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                "scheme": "GB-PPON",
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                "streetAddress": "First Floor Westgate House",
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    "tender": {
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        "legalBasis": {
            "id": "2023/54",
            "scheme": "UKPGA",
            "uri": "https://www.legislation.gov.uk/ukpga/2023/54/contents"
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        "title": "Strategic Brand Guardianship",
        "description": "Transport for Wales (TfW) has appointed a strategic Brand Guardianship agency to support the continued development, evolution, activation and governance of its multimodal, bilingual and distinctive brand. The successful supplier will provide expert insight and strategic leadership to help TfW strengthen and elevate its brand at a pivotal stage in its development, ensuring consistency, creativity and measurable impact across all physical and digital touchpoints. Services will support the delivery of TfW's long-term brand strategy and contribute to the organisation's vision of becoming Wales' favourite way to travel. Core services include (but not limited to): - Strategic brand direction, evolution and innovation - Branded customer experience development - Brand guardianship, governance and standards - Creative development and brand activation - Strategic expertise, insight and cross-agency collaboration",
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