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Media Buying Services, Integrated Marketing Campaigns and PR Services

Llywodraeth Cymru / Welsh Government

This public procurement record has 2 releases in its history.

PlanningUpdate

19 Aug 2026 at 17:17

UK2 - Preliminary Market Engagement Notice
Planning

19 Aug 2026 at 16:55

UK2 - Preliminary Market Engagement Notice
Summary of the contracting process

The Welsh Government intends to establish a framework for advertising and marketing services for use by the Welsh public sector. The scope under consideration covers media buying across multiple channels, including planning, purchasing, placement, measurement and evaluation of media space, adverts, public and legal notices and recruitment advertising, with basic design and typesetting. It may also cover integrated marketing campaigns, including strategic advice, creative development, production, campaign management, media strategy and delivery; digital-only campaigns; and public relations and influencer services. The work would be delivered for customer organisations across Wales. The framework is intended to provide access to suppliers able to deliver individual specialist services or cohesive, full-service campaigns, depending on the final structure.

This procurement is at the planning and preliminary market-engagement stage following abandonment of an earlier exercise; it is not yet an invitation to tender. The Welsh Government expects to use a framework agreement, with an anticipated total value of £74 million excluding VAT (£88.8 million including VAT). The intended framework period is 3 May 2027 to 2 May 2031, and a subsequent tender notice is currently expected on 21 October 2026. The buyer plans a supplier-engagement event in Cardiff on 8 September 2026; registration is requested by midday on 1 September, with written feedback also invited by 8 September. Consultation will inform the final scope, lotting, commercial evaluation and framework operation. Two- or four-lot structures are being considered, including media buying, integrated marketing, digital marketing, and PR and influencers.

This will suit media agencies, full-service integrated marketing agencies, digital marketing specialists, PR consultancies and influencer-management providers, including smaller businesses. Likely capabilities include strategic insight and advice, concept development, creative production, campaign and account management, media planning and buying, digital marketing, public relations, influencer strategy and relationship management, measurement and evaluation, basic design and typesetting, and administration. The engagement materials identify possible roles such as account manager, campaign manager, creative director, digital marketing manager, media buyer, media planner, graphic designer or artworker, and administrative staff. Suppliers with the capacity to support Welsh public-sector customer organisations across multiple channels, or to provide specialist digital, PR or media services, should use the engagement to shape the final requirements and prepare for the later competition.

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Notice Information

Notice Title

Media Buying Services, Integrated Marketing Campaigns and PR Services

Notice Description

The Welsh Government Commercial Delivery Team wish to establish a new Framework Agreement for the provision of Media Buying Services, Integrated Marketing Campaigns and PR Services. The Framework Agreement will be open for use by the Welsh Public Sector. The anticipated total Framework value is 88800000.00. Welsh Government will be holding an engagement event on 8th September 2026. Following the decision to abandon the previous procurement exercise, we are committed to taking time to understand supplier perspectives, lessons learned and opportunities for improvement before progressing a new procurement. Feedback gathered through this engagement will inform decisions on the scope, structure, procurement model and operation of the replacement framework. The precise scope of the Framework Agreement will be provided in the Contract Notice and Tender Documents. Please register to attend the event by midday on 1st September August 2026 via the following link https://wales.business-events.org.uk/en/events/supplier-engagement-for-the-wgcd-media-buying-integrated-marketing-campaigns-and-pr-services-framework-agreement/ where the event details will be provided and where registration will be managed. Those who register will receive confirmation of their registration. Please see the engagement section of this notice for full details.

Planning Information

The engagement event will take place on 8th September 2026 at Yr Hafod meeting room, Cathays Park CP2, Welsh Government Offices, Cathays Park, King Edward VII Avenue, Cardiff, CF10 3NQ. Please register by midday on 1st September 2026 via the following link https://wales.business-events.org.uk/en/events/supplier-engagement-for-the-wgcd-media-buying-integrated-marketing-campaigns-and-pr-services-framework-agreement/. Bidders who register will receive confirmation of their registration. The event is intended to cover the following: 9:30-10 arrival time (tea/ coffee) 10-10:30 Introduction 10:30-12:00 break outs for questions 12:00 15 mins break (tea/ coffee) 12:15 -12:45 Business Wales support 12:45-1:00 – next steps Please note light refreshments will be provided at registration/ arrival time for a prompt 10am start. Following a scoping exercise of the viability to hold the engagement exercise, the location for the event will be in south Wales as the most effective viable solution. However, for those who are unable to travel or unable to make the event, there is an opportunity to provide feedback to SupplyChain@BusinessWales.org by completing the following questions, by 8th September, that will be posed at the break-out sessions at the event: 1) For the commercial evaluation of all lots: a) what would be the advantages and disadvantages of requesting standard hourly rates for staff, along with media buying discounts and media price points for the applicable lots, and excluding a scenario costing element? b) What other commercial evaluation models could be considered to assess costs and value for money? c) What approaches could we consider for evaluating costs and value for money on social media buying? 2) How many and what lots would you like to see in the tender? Interested suppliers would be required to submit bids for each lot they wished to bid for. The integrated marketing campaigns lot would be all inclusive, for contracting authorities that require all elements cohesively delivered by one supplier as part of the specific campaign requirements. Potential lotting structure options below: Option A – 2 Lots Lot 1 - Media Buying - a function for the planning, buying, measurement and evaluation of media space across multiple channels, and the placing of adverts, Public and Legal Notices and recruitment advertising in the chosen media, with the provision of basic design and typesetting. Lot 2 - Integrated Marketing Campaigns and PR Services - provides Customer Organisations access to full-service agencies capable of providing strategic advice, creative solutions and production, and campaign management from insight work and concept creation, through to execution, implementation, measurement and evaluation. Expert advice on appropriate media strategies and channels, and planning, buying, measurement and evaluation of media space. Experienced and skilled PR specialists for specific campaigns and ongoing PR support. Option B – 4 Lots Lot 1 - Media Buying - a function for the planning, buying, measurement and evaluation of media space across multiple channels, and the placing of adverts, Public and Legal Notices and recruitment advertising in the chosen media, with the provision of basic design and typesetting. Lot 2 - Integrated Marketing Campaigns – full media mix - provides Customer Organisations access to full-service agencies capable of providing strategic advice, creative solutions and production, and campaign management from insight work and concept creation, through to execution, implementation, measurement and evaluation. Expert advice on appropriate media strategies and channels, and planning, buying, measurement and evaluation of media space across the full media mix. Lot 3 - Integrated Digital Marketing Campaigns - digital only - provides Customer Organisations access to full-service digital agencies capable of providing strategic advice, creative solutions and production, and digital campaign management from insight work and concept creation, through to execution, implementation, measurement and evaluation. Expert advice on appropriate digital strategies and channels, and planning, buying, measurement and evaluation of digital media space. Lot 4 - PR and Influencers - provides Customer Organisations access to specialist Public Relations expertise for the planning, implementation, measurement, and evaluation of PR activities, campaigns, and ongoing support. Provides expert advice on influencer strategies, plus influencer relationship and contract management. 3) For the commercial evaluation for all lots: a) What standard roles for the staff rates would work for the hourly rate card element of a commercial evaluation? b) Below are suggestions taken from the previous lotting structure, are these suitable, have any been missed? c) What additional roles would typically be required for the option B, 4 lot approach? Lot 1 - Account Manager - Campaign Manager - Digital Marketing Manager - Media Buyer - Media Planner - Graphic Designer/ Artworker (basic design and typesetting) - Administration Staff Lot 2 - Account Manager - Creative Director - Campaign Manager - Digital Marketing Manager - Graphic Designer/ Artworker - Media Buyer - Media Planner - Administration Staff 4) How many suppliers would you like to see on the Integrated Marketing Campaigns lot, and if applicable the Integrated Digital Marketing Campaigns and the PR and Influencers lots? For these lots should the supplier numbers be capped or uncapped? Capped is what has happened previously and the set number of highest scoring bidders achieve a place. Uncapped would mean all bidders that pass the qualification stage and obtain the required quality threshold scoring at technical stage achieve a place. Uncapped means there may be more competition at framework call off stage, depending on how many responses are received to mini competitions. 5) What are the advantages and disadvantages of increasing the direct award call off value on the Integrated Marketing Campaigns lot, and if applicable the Integrated Digital Marketing Campaigns and the PR and Influencers lots? If it was increased to £25,000 that is in line with the internal Welsh Government single tender threshold. 6) Are there any additional questions or feedback? All materials provided and an overview of feedback will be made available with the publication of the tender notice and tender documents. Please refer to the Welsh Government Procurement Privacy Notice at: https://www.gov.wales/welsh-government-procurement-privacy-notice to find out how we use and protect your information within the Welsh Government. The Procurement Privacy Notice makes sure we continue to comply with privacy law and regulation, it includes information on your rights and information we hold about you and the legal grounds for how we use your information.

Notice Details

Publication & Lifecycle

Open Contracting ID
ocds-h6vhtk-06e807
Publication Source
Find A Tender Service
Latest Notice
https://www.find-tender.service.gov.uk/Notice/079215-2026
Current Stage
Planning
All Stages
Planning

Procurement Classification

Notice Type
UK2 - Preliminary Market Engagement Notice
Procurement Type
Framework
Procurement Category
Services
Procurement Method
Not Specified
Procurement Method Details
Not specified
Tender Suitability
SME
Awardee Scale
Not specified

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
£74,000,000 £10M-£100M
Lots Value
Not specified
Awards Value
Not specified
Contracts Value
Not specified

Notice Dates

Publication Date
19 Aug 20261 weeks ago
Submission Deadline
Not specified
Future Notice Date
21 Oct 20262 months to go
Award Date
Not specified
Contract Period
3 May 2027 - 2 May 2031 4-5 years
Recurrence
Not specified

Notice Status

Tender Status
Planning
Lots Status
Planning
Awards Status
Not Specified
Contracts Status
Not Specified

Buyer & Supplier

Contracting Authority (Buyer)

Main Buyer
Llywodraeth Cymru / 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

Further Information

Notice Documents

Open Contracting Data Standard (OCDS)

View full OCDS Record for this contracting process

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