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Creative Advertising Agency

AFFINITY WATER LIMITED

This public procurement record has 2 releases in its history.

TenderUpdate

01 Oct 2026 at 14:58

UK4 - Tender Notice
Tender

01 Oct 2026 at 14:17

UK4 - Tender Notice
Summary of the contracting process

Affinity Water Limited is seeking a lead creative advertising agency to steward and develop its existing Keep Life Flowing campaign. The work covers brand narrative, strategy and planning; positioning and architecture; advertising concepts and production for television and radio; digital content and video; social media advertising; and behaviour-change communications. The supplier must protect the campaign’s established visual identity, tone, principles, purpose and creative equity while adapting it to changing weather and water-resource conditions. The aim is to support water-saving behaviour and deliver water-reduction targets through responsive creative. Services are intended for delivery across England, spanning the North East, North West, Yorkshire and Humber, East Midlands, West Midlands, East of England, London, South East and South West. This is advertising and marketing services (CPV 79340000).

Affinity Water invited offers through a competitive flexible procedure. Suppliers first had to register on its In-tend portal and confirm their intention to participate by 9.00am on 16 October 2026; the selection questionnaire was due by 9.00am on 2 November 2026. Shortlisted suppliers were to receive an invitation to tender, with tender evaluation and clarification meetings, and possible negotiation or best and final offers. The contract is for three years, from 1 March 2027 to 28 February 2030, with an option to extend by up to five further years, to 28 February 2035. Estimated value is £3.2 million excluding VAT (£3.84 million including VAT). Technical quality and commercial terms each carry 50% of the evaluation weighting.

The opportunity is suited to creative agencies able to take a lead-partner role rather than simply deliver isolated advertising assets. Suppliers should be able to combine strategic brand thinking with hands-on creative development and production across broadcast, digital, video and social channels. Experience stewarding an established campaign is central: the agency must preserve recognisable brand assets and principles while evolving the platform, not replacing it, and make creative responsive to changing weather and water-resource circumstances. Behaviour-change expertise is relevant, particularly the ability to turn water-saving objectives into effective public-facing communications that support demanding reduction targets. The breadth of services and England-wide delivery calls for a team with the creative, planning and production capacity to manage an ongoing campaign across multiple channels. Small and medium-sized businesses are identified as suitable to compete.

How relevant is this notice?

Notice Information

Notice Title

Creative Advertising Agency

Notice Description

Services relating to advertising creative including: * Brand narrative, strategy and planning * Brand positioning and architecture * Advertising creative * Advertising production (TV and radio) * Digital content and video production * Social media advertising * Behaviour change We are looking to appoint a lead creative advertising partner to act as the creative custodian of our existing 'Keep Life Flowing' campaign, protecting its established visual identity, tone of voice, brand principles, campaign purpose and existing creative equity, while evolving the platform to support Affinity Water's future water saving and behaviour change objectives. The focus will be on evolution rather than reinvention, ensuring Keep Life Flowing remains recognisable while becoming more flexible and responsive to changing weather and water resource conditions. The successful supplier will be expected to evolve, protect and activate the existing Keep Life Flowing platform, helping us deliver stretching water reduction targets through high quality, responsive creative.

Lot Information

Lot 1

Renewal: Contract term is three years, with the option to extend for up to a further five years.

Notice Details

Publication & Lifecycle

Open Contracting ID
ocds-h6vhtk-077eb5
Publication Source
Find A Tender Service
Latest Notice
https://www.find-tender.service.gov.uk/Notice/092924-2026
Current Stage
Tender
All Stages
Tender

Procurement Classification

Notice Type
UK4 - Tender Notice
Procurement Type
Standard
Procurement Category
Services
Procurement Method
Selective
Procurement Method Details
Competitive flexible procedure
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
£3,200,000 £1M-£10M
Lots Value
£3,200,000 £1M-£10M
Awards Value
Not specified
Contracts Value
Not specified

Notice Dates

Publication Date
1 Oct 20265 days ago
Submission Deadline
Not specified
Future Notice Date
Not specified
Award Date
Not specified
Contract Period
1 Mar 2027 - 28 Feb 2030 3-4 years
Recurrence
Not specified

Notice Status

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

Buyer & Supplier

Contracting Authority (Buyer)

Main Buyer
AFFINITY WATER LIMITED
Contact Name
Available with D3 Tenders Premium →
Contact Email
Available with D3 Tenders Premium →
Contact Phone
Available with D3 Tenders Premium →

Buyer Location

Locality
HATFIELD
Postcode
AL10 9EZ
Postcode Area
St Albans
Country
England
Major Region (ITL 1)
TLH East (England)
Basic Region (ITL 2)
TLH2 Bedfordshire and Hertfordshire
Small Region (ITL 3)
TLH26 North and East Hertfordshire
Delivery Location
TLC North East (England), TLD North West (England), TLE Yorkshire and The Humber, TLF East Midlands (England), TLG West Midlands (England), TLH East (England), TLI London, TLJ South East (England), TLK South West (England)
Local Authority
Welwyn Hatfield
Electoral Ward
Hatfield Villages
Westminster Constituency
Welwyn Hatfield

Further Information

Notice Documents

Open Contracting Data Standard (OCDS)

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