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Marketing Services

Transport for Wales

This public procurement record has 7 releases in its history.

Award

22 Oct 2026 at 19:26

UK6 - Contract Award Notice
TenderUpdate

01 Jun 2026 at 14:59

UK4 - Tender Notice
TenderUpdate

27 May 2026 at 08:45

UK4 - Tender Notice
Tender

26 May 2026 at 16:49

UK4 - Tender Notice
PlanningUpdate

20 Jan 2026 at 12:39

UK2 - Preliminary Market Engagement Notice
Planning

20 Jan 2026 at 11:41

UK2 - Preliminary Market Engagement Notice
Planning

05 Dec 2025 at 14:11

UK1 - Pipeline Notice
Summary of the contracting process

Transport for Wales (TfW) has procured a multi-lot marketing services framework to support its accessible, bilingual and multimodal travel brand. Work is delivered across Wales, with some activity also aimed at key feeder markets. The four specialist areas are digital and performance marketing, including campaigns to grow online traffic, conversions and sales; marketing effectiveness and evaluation through econometric modelling, marketing mix modelling, media auditing and compliance; creative development and end-to-end advertising campaign production across paid, owned and earned channels; and events, experiential activity and brand activation to build awareness and customer engagement. Event delivery must be bilingual in Welsh and English where required, safe, accessible and sustainable, and coordinated with TfW’s other marketing agencies.

The procurement is complete and awards were made on 22 October 2026 through an open competitive flexible procedure. Lot 1, digital and performance marketing, was awarded to Liberty Marketing Ltd and Spindogs Ltd for £12 million excluding VAT; Lot 2, effectiveness and evaluation, to Ebiquity Associates Ltd for £600,000; Lot 3, creative and advertising campaigns, to Golley Slater Group Ltd and Four Agency Worldwide Ltd for £12 million; and Lot 4, events and brand activation, to Group 7 Events Ltd for £200,000. Each contract period runs from 27 November 2026 to 26 November 2030. Lots 1 and 3 allow supplier competition for work, with direct awards permitted for projects up to £207,000; Lots 2 and 4 each have a single supplier. Technical quality carries 60% or 70% of the scoring, social value 10%, and commercial considerations 20% or 30%, depending on the lot.

For suppliers tracking TfW’s recurring marketing requirements, the awards show that the buyer separates specialist capabilities into four distinct service areas and uses a framework with both multi-supplier and single-supplier lots. The competition attracted substantial interest: 16 bids for digital marketing, five for measurement and evaluation, 12 for creative campaigns and six for events; most final-stage bidders in each lot were SMEs. Credible competitors need demonstrable technical delivery, since technical quality accounted for the largest share of evaluation, alongside evidence of social value and competitive commercial proposals. Relevant expertise ranges from measurable digital acquisition and econometric analysis to integrated creative production and large-scale experiential delivery. Event providers also need to deliver accessible, sustainable and bilingual activity across Wales and feeder markets, while working closely with other agencies.

How relevant is this notice?

Notice Information

Notice Title

Marketing Services

Notice Description

Transport for Wales (TfW) has procured a Marketing Services Multi Lot Framework that will enable us to continue building and establishing our accessible, bilingual, distinctive and multimodal brand at a pivotal point in our development. The procurement is structured into four distinct lots, each covering a specialist area of marketing delivery - Lot 1 Digital and Performance Marketing - Lot 2 Marketing Effectiveness and Evaluation - Lot 3 Creative and Advertising Campaigns - Lot 4 Events, Experiential and Brand Activation

Lot Information

Digital and Performance Marketing

TFW requires specialist digital marketing supplier(s) to deliver targeted, measurable, and cost-effective marketing activity across our digital channels. The successful supplier(s) will work to enhance our online presence, drive traffic, increase conversions in order to maximise sales and ensure we meet our targets for return on our digital marketing investments for our suite of digital platforms. They will feed into the creation of a comprehensive digital marketing strategy aligned with helping us to achieve our vision of being Wales' favourite way to travel.

Renewal: 2+1+1

Marketing Effectiveness and Evaluation

TfW requires a specialist supplier to provide econometric modelling, using Marketing Mix Modelling (MMM) alongside media auditing and compliance services, to support the measurement and evaluation of the impact of TfW's collective brand and marketing activity.

Renewal: 2+1+1

Creative and Advertising Campaigns

TfW requires specialist suppliers to provide strategic and tactical marketing campaigns through creative development and end-to-end production across paid, owned and earned channels. These advertising campaigns will leverage the equity of our brand to meet our commercial, growth and customer-focused KPI objectives, to maximise strategic impact and value for money.

Renewal: 2+1+1

Events, Experimental and Brand Activation

TfW require an events supplier to plan, produce and deliver high-quality experiential/brand activations to drive awareness, consideration and conversions across Wales and key feeder markets. Activity must be on-brand bilingual (Welsh/English) where required, safe, accessible and sustainable. We require a supplier who is able to integrate tightly with other marketing and creative services agencies employed by TfW, particularly with our Creative and Advertising agency and Brand Guardianship agency.

Renewal: 2+1+1

Planning Information

Transport for Wales (TfW) will host a Supplier Engagement Event on: Date: Wednesday 11 February 2026 Time: 2:00pm – 4:00pm Location: Details will be provided after registration. **All suppliers wishing to attend, must complete the registration form by 8am Monday 9th February 2026 (see link below) to secure a place.** Event Agenda: Welcome and introductions Housekeeping Background Procurement strategy Lotting structure Tender process Timeline Questions and answers If you would like to take part but cannot attend in person, please still complete the registration form and select the option to receive the Supplier Engagement presentation pack. Please use this link to register. https://forms.office.com/e/M4vV0HTVxX If you have issues with the link, please copy and paste the following into your browser. https://forms.office.com/e/M4vV0HTVxX Please register by 8am Monday 9th February 2026, to secure your place at the Supplier Engagement Event on the 11th February 2026.

Notice Details

Publication & Lifecycle

Open Contracting ID
ocds-h6vhtk-05efd7
Publication Source
Find A Tender Service
Latest Notice
https://www.find-tender.service.gov.uk/Notice/100213-2026
Current Stage
Award
All Stages
Planning, Tender, Award

Procurement Classification

Notice Type
UK6 - Contract Award 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

79342000 - Marketing services

79952000 - Event services

Notice Value(s)

Tender Value
£26,600,000 £10M-£100M
Lots Value
£26,600,000 £10M-£100M
Awards Value
£12,800,000 £10M-£100M
Contracts Value
Not specified

Notice Dates

Publication Date
22 Oct 20264 days ago
Submission Deadline
22 Jun 2026Expired
Future Notice Date
2 Mar 2026Expired
Award Date
22 Oct 20265 days ago
Contract Period
27 Nov 2026 - 26 Nov 2030 4-5 years
Recurrence
Not specified

Notice Status

Tender Status
Complete
Lots Status
Complete
Awards Status
Pending
Contracts Status
Not Specified

Buyer & Supplier

Contracting Authority (Buyer)

Main Buyer
Transport for Wales
Contact Name
Available with D3 Tenders Premium →
Contact Email
Available with D3 Tenders Premium →
Contact Phone
Available with D3 Tenders Premium →

Buyer Location

Locality
PONTYPRIDD
Postcode
CF37 4TH
Postcode Area
Cardiff
Country
Wales
Major Region (ITL 1)
TLL Wales
Basic Region (ITL 2)
TLL5 South East Wales
Small Region (ITL 3)
TLL51 Central Valleys and Bridgend
Delivery Location
TLL Wales
Local Authority
Rhondda Cynon Taf
Electoral Ward
Pontypridd Town
Westminster Constituency
Pontypridd

Supplier Information

Number of Suppliers
6
Supplier Names

Liberty Marketing

SPINDOGS LTD

Ebiquity Associates Limited

Golley Slater Group Limited

FOUR COMMUNICATIONS GROUP LIMITED

GROUP 7 EVENTS LIMITED

Further Information

Notice Documents

Open Contracting Data Standard (OCDS)

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