--- title: "Full Service Strategic Creative Consumer Agency" ocid: "ocds-h6vhtk-049a78" canonical_url: "https://d3tenders.com/contract/?ocid=ocds-h6vhtk-049a78" markdown_url: "https://d3tenders.com/contract/ocds-h6vhtk-049a78.md" json_url: "https://d3tenders.com/contract/ocds-h6vhtk-049a78.json" source: "Find A Tender Service" current_stage: "Award" buyer: "ORDNANCE SURVEY LIMITED" published: "2025-03-20" --- # Full Service Strategic Creative Consumer Agency Buyer: ORDNANCE SURVEY LIMITED Current stage: Award OCID: ocds-h6vhtk-049a78 [View canonical contract page](https://d3tenders.com/contract/?ocid=ocds-h6vhtk-049a78) [Download OCDS JSON](https://d3tenders.com/contract/ocds-h6vhtk-049a78.json) ## Summary Ordnance Survey Limited, a body governed by public law and wholly owned by the Department for Science, Innovation, and Technology, is in the process of procuring a full-service strategic creative consumer agency. The tender, titled "Full Service Strategic Creative Consumer Agency," falls under the marketing services category (CPV code: 79342000) and focuses on the consumer segment for digital and offline strategizing and concepting. The procurement, conducted using an open procedure, aims to select an agency to deliver integrated through-the-line hero creative campaigns over a three-year period, with an optional two-year extension. The campaigns are aligned with key retail periods and warmer months to drive consumer engagement, downloads of the OS Maps app, and sales through the OS Shop. Located in Southampton, UK, the procurement stage is currently active, and key deadlines include a tender submission end date on 30th October 2024. This tender represents a significant opportunity for businesses specializing in creative and marketing services to collaborate with an iconic national organization. It offers the potential to work on high-visibility campaigns targeting a broad audience, including Gen-Z and Millennials. Businesses well-suited to compete for this opportunity are those with strong capabilities in strategic marketing, creative concept development, and delivery across both digital and offline channels. The contract value is noteworthy, at £2,500,000 GBP, and there is significant scope for extending the engagement based on performance, providing a stable, long-term business relationship. Additionally, small and medium-sized enterprises (SMEs) are encouraged to apply, as evidenced by the high percentage of SME bids in previous stages, which highlights OS's commitment to working with diverse and innovative partners. ## Notice OS is a private limited company (company registration number 09121572), and the entire share capital is owned by the Department for Science, Innovation, and Technology. Ordnance Survey is split into three overarching business units - Consumer, Business and Government and public sector. However, this contract and the subsequent sections, relates to Consumer only. The purpose of this tender is to find a best-in-class integrated creative agency partner for Consumer, for digital and offline. The overarching scope is to provide strategic, concepting and delivery of through-the-line hero creative campaigns, for a three-year (with an optional for a further 2 x12 months extension) five-year period, subject to performance. The campaigns are integrated across the full customer journey (ie paid media through to owned channels). Traditionally, our hero campaigns have been live during the warmer months of the year and key retail periods (i.e. Black Friday and Christmas) and focused on the consi ### Lot Information Lot 1 Ordnance Survey Ltd is Britain's mapping agency and is responsible for the surveying, production, maintenance and marketing of a wide range of geographic information, relied on by government, business and individuals. Further information on us can be found on our website http://www.os.uk. OS is a private limited company (company registration number 09121572), and the entire share capital is owned by the Department for Science, Innovation and Technology. Ordnance Survey is split into three overarching business units - Consumer, Business and Government & public sector. However, this contract and the subsequent sections, relates to Consumer only. Consumer is the B2C (Business to Consumer) part of the business, where we are inspiring even more people to get outside more often (which aligns with our wider organisational purpose of showing the world how to get to a better place). We build content and tools to make it easier for everyone to have an active outdoor lifestyle - helping people live longer, stay younger and enjoy life more. We operate in both the retail and digital market spaces: * OS Maps subscription (desktop and app): this is our flagship product, which is our priority in FY2425. OS Maps helps customers plan and navigate to locations, so they can enjoy amazing experiences outdoors. Our main competitors in this space include Komoot, AllTrails and more recently, Strava.* OS Shop: now includes our core OS products (paper maps, Custom Made personalised maps, OS Maps Digital), OS-branded products (such as towels, water bottles, guidebooks, books) and a number of well-known third-party brands such as Osprey, Vango, Silva, Garmin, DryRobe. * Retail partners: we also operate through via our retail partnerships who distribute, sell and market our products within the high street and online retail market (high street retailers (e.g. WH Smith, Waterstones), outdoor specialists (Blacks, Millets, Cotswolds Outdoors etc), wholesalers and Amazon). The common thread across all our products and activity is the Consumer mission which is: to help people to get outside more often. The purpose of this tender is to find a best-in-class integrated creative agency partner for Consumer, for digital and offline. The overarching scope is to provide strategic, concepting and delivery of through-the-line hero creative campaigns, for a three-year period (with the option of a further 2 x 12-month extension), subject to performance. The campaigns are integrated across the full customer journey (ie paid media through to owned channels). Traditionally, our hero campaigns have been live during the warmer months of the year and key retail periods (i.e. Black Friday and Christmas) and focused on the consideration and conversion stages of the funnel, driving downloads of OS Maps app and revenue from the OS Shop. Amongst our core audience of outdoor lovers, OS is iconic and they have a strong affinity with our paper maps and the OS brand. However, this brand relevance was built 20 years ago and the audience is aging. We need to build a new emotive connection with a new generation to ensure that we stay relevant.As a result, we have recently changed our strategic approach for hero creative campaigns. We are targeting Gen-Z and Millennials within paid media through creator-driven activations, driving shareability and virality. We have ensured that there is a hook between the two audiences - Gen-Z and Millennials vs our existing customer base - which is carried through owned channels, ensuring we don't alienate our loyal base. Options: The term of the contract will be for 3 years, with an option to extend the contract annually for a 2 years. Therefore if all extensions were taken the full term of the contract would be for 5 years. Renewal: The term of the contract will be for 3 years, with an option to extend the contract annually for a 2 years. Therefore if all extensions were taken the full term of the contract would be for 5 years. ## Key Details | Field | Value | | --- | --- | | Publication source | Find A Tender Service | | Latest notice | https://www.find-tender.service.gov.uk/Notice/010354-2025 | | Notice type | Tender Notice | | Procurement type | Standard | | Procurement category | Services | | Procurement method | Open | | Procurement method details | Open procedure | | Tender suitability | Not specified | | Awardee scale | SME | | All stages | Tender, Award | ## Dates | Field | Value | | --- | --- | | Publication date | 20 Mar 2025 | | Submission deadline | 30 Oct 2024 | | Future notice date | Not specified | | Award date | 17 Feb 2025 | | Contract period | Not specified | | Recurrence | 3-5 years | ## Values | Field | Value | | --- | --- | | Tender value | £2,500,000 | | Lots value | Not specified | | Awards value | Not specified | | Contracts value | £2,500,000 | ## Status | Field | Value | | --- | --- | | Tender status | Complete | | Lots status | Cancelled | | Awards status | Active | | Contracts status | Active | ## Buyer | Field | Value | | --- | --- | | Main buyer | ORDNANCE SURVEY LIMITED | | Locality | SOUTHAMPTON | | Post town | Southampton | | Postcode | SO16 0AS | | Country | England | | ITL 1 | TLJ South East (England) | | ITL 2 | TLJ3 Hampshire and Isle of Wight | | ITL 3 | TLJ36 Central Hampshire | | Local authority | Test Valley | | Electoral ward | Chilworth, Nursling & Rownhams | | Westminster constituency | Romsey and Southampton North | | Delivery location | TLJ32 Southampton | ## Supplier | Field | Value | | --- | --- | | Number of suppliers | 1 | | Supplier names | THE WALKER AGENCY | ## CPV Codes ### Divisions - 79 - Business services: law, marketing, consulting, recruitment, printing and security ### Codes - 79342000 - Marketing services ## Release History - 20 Mar 2025 at 11:29 - Award - Award Notice - https://www.find-tender.service.gov.uk/Notice/010354-2025 - 12 Sep 2024 at 15:58 - Tender - Tender Notice - https://www.find-tender.service.gov.uk/Notice/029293-2024 ## Notice URLs - http://in-tendhost.co.uk/os - http://www.os.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-049a78. The underlying structured data is available as OCDS JSON at https://d3tenders.com/contract/ocds-h6vhtk-049a78.json.