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Best Start in Life (BSiL) - Creative and Strategic Agency 2026 - con_32044

Department for Education

This public procurement record has 1 release in its history.

Award

31 Jul 2026 at 16:20

UK6 - Contract Award Notice
Summary of the contracting process

The Department for Education procured a strategic and creative agency to lead the ongoing development and delivery of the Best Start in Life campaign. The appointed partner is responsible for creative strategy and development, evolving the existing “Any Questions” creative platform across campaign themes and life stages, and producing campaign assets for all paid channels and formats. The scope also covers guardianship of the Best Start in Life brand, creative input for low- and no-cost content on owned and shared channels, and collaboration with the Department for Education, the Department of Health and Social Care, WPP and other campaign agencies. The work is led from and delivered for the Department for Education in London, with campaign activity across relevant channels.

This below-threshold procurement used a limited competition. The process is complete and one supplier was awarded the single lot: AMV (BDDO). The award was made on 31 July 2026 at £2,000,000 including VAT, covering the maximum value over the potential contract term; there is no commitment to spend and part of the annual maximum is contingency. The initial contract period runs from 27 August 2026 to 26 August 2029, with one optional additional year available until 26 August 2030. Annual break clauses apply, and continuation beyond the first year depends on Cabinet Office and Department for Education spending approvals and supplier performance against agreed key performance indicators. Six bids reached the final stage, including one from an SME.

This award indicates demand for an agency able to combine strategic communications, creative development and high-volume campaign production within a public-sector environment. A credible competitor for a future Best Start in Life requirement would need experience developing and extending an established creative platform across multiple themes and life stages, while maintaining consistent brand governance. It would also need production capability across paid media channels and formats, alongside the ability to create effective low- or no-cost content for owned and shared channels. The delivery model requires close coordination with the Department for Education, the Department of Health and Social Care, WPP and other specialist agencies. The competition attracted six final-stage bids, so demonstrable scale, integrated delivery and measurable performance against agreed KPIs would be important.

How relevant is this notice?

Notice Information

Notice Title

Best Start in Life (BSiL) - Creative and Strategic Agency 2026 - con_32044

Notice Description

Contract for a strategic and creative partner to lead the ongoing development and delivery of the Best Start in Life (BSiL) campaign. The appointed agency will act as the lead BSIL agency, working with WPP to provide creative strategy and development, evolving the existing 'Any Questions' creative platform across all campaign themes and life stages; production of campaign assets across all paid channels and formats; brand guardianship of the Best Start in Life brand; creative input to support low/no-cost content for owned and shared channels; and collaboration with DfE, DHSC, and other contracted campaign agencies. The contract will be awarded as a three-year contract (with an optional extension to a fourth year) with annual break clauses. Continuation beyond year one is dependent on Cabinet Office and DfE spend approvals and supplier performance against agreed KPIs. The contract value is up to PS2 million over four years excluding VAT, with no commitment to spend. Note: a portion of the annual maximum value is contingency spend.

Notice Details

Publication & Lifecycle

Open Contracting ID
ocds-h6vhtk-06d938
Publication Source
Find A Tender Service
Latest Notice
https://www.find-tender.service.gov.uk/Notice/072880-2026
Current Stage
Award
All Stages
Award

Procurement Classification

Notice Type
UK6 - Contract Award Notice
Procurement Type
Standard
Procurement Category
Services
Procurement Method
Limited
Procurement Method Details
Below threshold - limited competition
Tender Suitability
Not specified
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

Notice Value(s)

Tender Value
Not specified
Lots Value
Not specified
Awards Value
£2,000,000 £1M-£10M
Contracts Value
Not specified

Notice Dates

Publication Date
31 Jul 20262 months ago
Submission Deadline
Not specified
Future Notice Date
Not specified
Award Date
31 Jul 20262 months ago
Contract Period
27 Aug 2026 - 26 Aug 2029 3-4 years
Recurrence
Not specified

Notice Status

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

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

AMV (BDDO)

Further Information

Notice Documents

Open Contracting Data Standard (OCDS)

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