---
title: "Brand Guardianship"
ocid: "ocds-h6vhtk-028fa4"
canonical_url: "https://d3tenders.com/contract/?ocid=ocds-h6vhtk-028fa4"
markdown_url: "https://d3tenders.com/contract/ocds-h6vhtk-028fa4.md"
json_url: "https://d3tenders.com/contract/ocds-h6vhtk-028fa4.json"
source: "Find A Tender Service"
current_stage: "Award"
buyer: "TRANSPORT FOR WALES"
published: "2021-02-03"
---

# Brand Guardianship

Buyer: TRANSPORT FOR WALES  
Current stage: Award  
OCID: ocds-h6vhtk-028fa4

[View canonical contract page](https://d3tenders.com/contract/?ocid=ocds-h6vhtk-028fa4)  
[Download OCDS JSON](https://d3tenders.com/contract/ocds-h6vhtk-028fa4.json)

## Summary

Transport for Wales has completed a tender process titled "Brand Guardianship" as part of their efforts to enhance and manage their brand identity amidst ambitions to transform transport services in Wales. This procurement, classified under business services such as law, marketing, and consulting, is centred in Pontypridd, UK. The procurement method utilised was an open procedure, and while the contract has been awarded, it is crucial to note that the tender has been marked as cancelled. The contract value is estimated at £100,000, signed on 15 January 2021.

This tender presents significant opportunities for businesses, particularly those specialising in marketing management consultancy, public relations, and strategic brand development. Companies that excel in creative direction, brand management, and stakeholder engagement will find themselves well-suited to compete for similar contracts. With the increasing importance of brand identity in public transport, firms that can demonstrate quality methodologies and a commitment to equality, diversity, and inclusion are likely to position themselves favourably in future procurement processes.

## Notice

Transport for Wales has procured suitable providers to assist in implementing our ambitious plans to transform transport in Wales and our brand is playing and will play an increasingly key role. TfW's aim is to build a confident, fully bilingual, customer-focused, and multi-modal brand that is trusted and respected by our key audiences and becomes a key part of the fabric of Welsh life.

### Lot Information

Lot 1

TfW has appointed a provider to help us build our brand and undertake future strategic brand development. We require assistance in the following areas: -Strategic brand development and creative direction -Brand management and guardianship -Creative development and execution -Strategic campaign and communications -Expertise and experience Our brand will need to engage a range of key audiences, each with specific needs, including: - Leisure travellers - Commuters - Potential travellers - Stakeholders The main objectives for this contract: - To build our brand on firm foundations and develop, evolve, refine our brand strategy - Our brand is to embrace and drive forward TfW's commitment to equality, diversity and inclusion. - For TfW to establish and maintain strategic control of our brand - To ensure the decisions we make about our brand are insight-driven and drive our engagement - To embrace communication channels to our audiences and users of our brand, including licenced and other brand users and their creative/marketing agencies

## Key Details

| Field | Value |
| --- | --- |
| Publication source | Find A Tender Service |
| Latest notice | https://www.find-tender.service.gov.uk/Notice/002126-2021 |
| Notice type | Award Notice |
| Procurement type | Standard |
| Procurement category | Services |
| Procurement method | Open |
| Procurement method details | Open procedure |
| Tender suitability | Not specified |
| Awardee scale | SME |
| All stages | Award |

## Dates

| Field | Value |
| --- | --- |
| Publication date | 3 Feb 2021 |
| Submission deadline | Not specified |
| Future notice date | Not specified |
| Award date | 15 Jan 2021 |
| Contract period | Not specified |
| Recurrence | Not specified |

## Values

| Field | Value |
| --- | --- |
| Tender value | Not specified |
| Lots value | Not specified |
| Awards value | Not specified |
| Contracts value | £100,000 |

## Status

| Field | Value |
| --- | --- |
| Tender status | Complete |
| Lots status | Cancelled |
| Awards status | Active |
| Contracts status | Active |

## Buyer

| Field | Value |
| --- | --- |
| Main buyer | TRANSPORT FOR WALES |
| Locality | PONTYPRIDD |
| Post town | Cardiff |
| Postcode | CF37 4TH |
| Country | Wales |
| ITL 1 | TLL Wales |
| ITL 2 | TLL5 South East Wales |
| ITL 3 | TLL51 Central Valleys and Bridgend |
| Local authority | Rhondda Cynon Taf |
| Electoral ward | Pontypridd Town |
| Westminster constituency | Pontypridd |
| Delivery location | Not specified |

## Supplier

| Field | Value |
| --- | --- |
| Number of suppliers | 1 |
| Supplier names | GOLLEY SLATER |

## CPV Codes

### Divisions

- 72 - IT services: consulting, software development, Internet and support
- 73 - Research and development services and related consultancy services
- 79 - Business services: law, marketing, consulting, recruitment, printing and security

### Codes

- 72224000 - Project management consultancy services
- 73300000 - Design and execution of research and development
- 79000000 - Business services: law, marketing, consulting, recruitment, printing and security
- 79342000 - Marketing services
- 79413000 - Marketing management consultancy services
- 79415200 - Design consultancy services
- 79416000 - Public relations services
- 79416100 - Public relations management services
- 79416200 - Public relations consultancy services

## Release History

- 3 Feb 2021 at 10:08 - Award - Award Notice - https://www.find-tender.service.gov.uk/Notice/002126-2021

## Notice URLs

- http://trc.cymru
- https://ted.europa.eu/udl?uri=TED:NOTICE:483836-2020:TEXT:EN:HTML
- https://www.sell2wales.gov.wales/search/Search_AuthProfile.aspx?ID=AA50685

## Provenance

This Markdown file is an alternate public rendering of the D3 Tenders contract record. The canonical page is https://d3tenders.com/contract/?ocid=ocds-h6vhtk-028fa4. The underlying structured data is available as OCDS JSON at https://d3tenders.com/contract/ocds-h6vhtk-028fa4.json.