---
title: "TfL 94523 - Through the Line Strategic Thinking, Creative Development and Production Services Agency"
ocid: "ocds-h6vhtk-02ab77"
canonical_url: "https://d3tenders.com/contract/?ocid=ocds-h6vhtk-02ab77"
markdown_url: "https://d3tenders.com/contract/ocds-h6vhtk-02ab77.md"
json_url: "https://d3tenders.com/contract/ocds-h6vhtk-02ab77.json"
source: "Find A Tender Service"
current_stage: "Award"
buyer: "TRANSPORT FOR LONDON"
published: "2021-04-29"
---

# TfL 94523 - Through the Line Strategic Thinking, Creative Development and Production Services Agency

Buyer: TRANSPORT FOR LONDON  
Current stage: Award  
OCID: ocds-h6vhtk-02ab77

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## Summary

The procurement process conducted by Transport for London (TfL) is for the provision of "Through the Line Strategic Thinking, Creative Development and Production Services Agency," identified under tender ID DN429563. This initiative falls within the advertising and marketing services industry, with a contract value of £17,600,000. The procurement method utilised is a restricted procedure, and as of 29 April 2021, the status is complete, culminating in a contract awarded to VCCP Group LLP for an initial duration of two years, with potential extensions available for an additional two years thereafter.

This tender presents significant opportunities for businesses focused on creative services, particularly those specialising in integrated marketing and behaviour change campaigns. Companies with experience in cross-channel communication, particularly those capable of executing large-scale campaigns and supporting strategic planning for public sector clients, would be well-positioned to compete. Given that TfL is aiming for sustainable public transport initiatives, agencies adept in developing diverse strategies to foster behaviour change could find this contract particularly lucrative for their growth trajectories.

## Notice

Provision of Creative Agency services on behalf of Transport for London (TfL) for a two (2) year period with an option to extend for a further two (2) one (1) year periods, up to a maximum of four (4) years. The through the line creative agency will work together with TfL's above the line media agency to deliver media neutral integrated behaviour change marketing communications, strategic planning and implementation. The agency will be capable of long-term, strategic thinking for the TfL brand and across its portfolio, as well as for individual integrated through the line campaign briefs.

### Lot Information

Lot 1

The agency will work with TfL to deliver creative services relating to marketing and behaviour change. The two core areas that we need to deliver are: Getting to 80% sustainable journeys by 2041 and supporting Vision Zero. In order to deliver these, the agency must have the following experience and capabilities: * "Through the Line" experience: The agency needs to be experienced at developing strategies and creative that encompass broad messages delivered in large scale broadcast communications such as TV, Out of Home and Press, as well as highly specific messages delivered in highly targeted communications such as leaflets and emails * Behaviour Change experience: As described above, many of the campaigns that CMBC deliver have a specific behaviour change objective. They will need to demonstrate that they have worked on these sorts of campaigns, and demonstrate the results of these campaigns. * Experience working in an integrated way with the client and the media agency: In order to get the best possible results we expect the creative and media agencies to work collaboratively with each other * Resource to deliver 30+ campaigns a year: Due to the number of campaigns that we deliver each year, we need an agency that has experience of delivering, and staffing levels to handle large numbers of briefs. * 24/7 studio capability: Linked to the high volume and pace of work the appointed agency needs to have 24/7capability as standard * Cost conscious approach to working: as a public body we have a duty to manage costs and to deliver the best possible value. * Knowledge and experience in the strategic planning and delivery off behaviour change programmes * Experience working with clients that are in the public sector or operate in a

## Key Details

| Field | Value |
| --- | --- |
| Publication source | Find A Tender Service |
| Latest notice | https://www.find-tender.service.gov.uk/Notice/009222-2021 |
| Notice type | Award Notice |
| Procurement type | Standard |
| Procurement category | Services |
| Procurement method | Selective |
| Procurement method details | Restricted procedure |
| Tender suitability | Not specified |
| Awardee scale | Large |
| All stages | Award |

## Dates

| Field | Value |
| --- | --- |
| Publication date | 29 Apr 2021 |
| Submission deadline | Not specified |
| Future notice date | Not specified |
| Award date | 14 Feb 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 | £17,600,000 |

## Status

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

## Buyer

| Field | Value |
| --- | --- |
| Main buyer | TRANSPORT FOR LONDON |
| Locality | LONDON |
| Post town | East London |
| Postcode | E20 1JN |
| Country | England |
| ITL 1 | TLI London |
| ITL 2 | TLI4 Inner London - East |
| ITL 3 | TLI41 Hackney and Newham |
| Local authority | Newham |
| Electoral ward | Stratford Olympic Park |
| Westminster constituency | Stratford and Bow |
| Delivery location | Not specified |

## Supplier

| Field | Value |
| --- | --- |
| Number of suppliers | 1 |
| Supplier names | VCCP GROUP |

## CPV Codes

### Divisions

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

### Codes

- 79340000 - Advertising and marketing services

## Release History

- 29 Apr 2021 at 07:33 - Award - Award Notice - https://www.find-tender.service.gov.uk/Notice/009222-2021

## Notice URLs

- https://ted.europa.eu/udl?uri=TED:NOTICE:390804-2019:TEXT:EN:HTML
- https://tfl.gov.uk

## 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-02ab77. The underlying structured data is available as OCDS JSON at https://d3tenders.com/contract/ocds-h6vhtk-02ab77.json.