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Social Brand Guardianship

Transport for Wales

This public procurement record has 3 releases in its history.

Award

22 Apr 2026 at 15:55

UK6 - Contract Award Notice
TenderUpdate

26 Jan 2026 at 10:55

UK4 - Tender Notice
Tender

23 Jan 2026 at 15:28

UK4 - Tender Notice
Summary of the contracting process

Transport for Wales has concluded the procurement process titled "Social Brand Guardianship," aimed at appointing a strategic agency to support its brand development. The process falls under the services category within the business services domain, including marketing and consulting. Located in Wales, the procurement method utilised was an open and competitive flexible procedure, as per the Procurement Act 2023, facilitating a tailor-made multi-stage process. With a contract awarded to Uned Stuido for the strategic brand guardianship, the contract period commences from 31st May 2026 to 31st May 2030. The award value is £7,200,000, reflecting the significance of this initiative to elevate TfW's multimodal, bilingual brand at a critical development stage.

This tender represents valuable opportunities for SMEs specialising in branding, strategic marketing, and creative solutions, offering avenues for substantial business growth through transformative brand engagement. Companies capable of delivering strategic brand direction, innovation, and activation, particularly within the public sector context, will find this procurement suitable. The emphasis on creative development and cross-agency collaboration makes it particularly beneficial for businesses that combine strategic insight with tactical execution across digital and physical customer experience platforms. Those interested in engaging with high-profile public authority projects are encouraged by the project's complexity and depth within the Welsh market, reflecting the evolving transportation landscape.

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Notice Information

Notice Title

Social Brand Guardianship

Notice Description

Transport for Wales (TfW) is seeking to appoint 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

Notice Details

Publication & Lifecycle

Open Contracting ID
ocds-h6vhtk-060d9a
Publication Source
Find A Tender Service
Latest Notice
https://www.find-tender.service.gov.uk/Notice/036754-2026
Current Stage
Award
All Stages
Tender, Award

Procurement Classification

Notice Type
UK6 - Contract Award Notice
Procurement Type
Standard
Procurement Category
Services
Procurement Method
Open
Procurement Method Details
Competitive flexible procedure
Tender Suitability
SME, VCSE
Awardee Scale
SME

Common Procurement Vocabulary (CPV)

CPV Divisions

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

CPV Codes

79000000 - Business services: law, marketing, consulting, recruitment, printing and security

Notice Value(s)

Tender Value
£6,000,000 £1M-£10M
Lots Value
£6,000,000 £1M-£10M
Awards Value
£6,000,000 £1M-£10M
Contracts Value
Not specified

Notice Dates

Publication Date
22 Apr 20264 months ago
Submission Deadline
23 Feb 2026Expired
Future Notice Date
Not specified
Award Date
22 Apr 20264 months ago
Contract Period
31 May 2026 - 31 May 2030 4-5 years
Recurrence
2030-02-01

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
Not specified
Local Authority
Rhondda Cynon Taf
Electoral Ward
Pontypridd Town
Westminster Constituency
Pontypridd

Supplier Information

Number of Suppliers
1
Supplier Name

Uned Stuido

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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