---
title: "Best Start in Life (BSiL) - Creative and Strategic Agency 2026 - con_32044"
ocid: "ocds-h6vhtk-06d938"
canonical_url: "https://d3tenders.com/contract/?ocid=ocds-h6vhtk-06d938"
markdown_url: "https://d3tenders.com/contract/ocds-h6vhtk-06d938.md"
json_url: "https://d3tenders.com/contract/ocds-h6vhtk-06d938.json"
source: "Find A Tender Service"
current_stage: "Award"
buyer: "DEPARTMENT FOR EDUCATION"
published: "2026-07-31"
---

# Best Start in Life (BSiL) - Creative and Strategic Agency 2026 - con_32044

Buyer: DEPARTMENT FOR EDUCATION  
Current stage: Award  
OCID: ocds-h6vhtk-06d938

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## Summary

The Department for Education, located at Sanctuary Buildings, London, has completed the procurement process for the "Best Start in Life (BSiL) - Creative and Strategic Agency 2026". This public procurement falls under the industry category of advertising and marketing services. The contract was awarded to AMV (BDDO), a large supplier based in London, on 31st July 2026 and is slated to commence on 27th August 2026. The procurement was carried out utilising a limited competition method, fitting below threshold criteria, with the contract spanning three years and an optional extension for a fourth year. The contact person for the Department for Education is Christopher Maidment.

This contract award presents substantial opportunities for entities in the strategic and creative advertising sectors. Particularly, businesses specialising in large-scale campaigns, brand guardianship, and digital asset production across channels will find this contract beneficial. The total contract value is up to £2 million over four years. The opportunity is particularly favourable for companies with the capability to meet high KPIs and work effectively within cross-departmental collaborations, as the contract requires joint efforts with other governmental departments and agencies. This environment may appeal to businesses aiming for growth in public sector partnerships and those capable of providing strategic input and creative solutions.

## Notice

Contract for a strategic and creative partner to lead the ongoing development and delivery of the Best Start in Life (BSiL) campaign. The appointed agency will act as the lead BSIL agency, working with WPP to provide creative strategy and development, evolving the existing 'Any Questions' creative platform across all campaign themes and life stages; production of campaign assets across all paid channels and formats; brand guardianship of the Best Start in Life brand; creative input to support low/no-cost content for owned and shared channels; and collaboration with DfE, DHSC, and other contracted campaign agencies. The contract will be awarded as a three-year contract (with an optional extension to a fourth year) with annual break clauses. Continuation beyond year one is dependent on Cabinet Office and DfE spend approvals and supplier performance against agreed KPIs. The contract value is up to PS2 million over four years excluding VAT, with no commitment to spend. Note: a portion of the annual maximum value is contingency spend.

## Key Details

| Field | Value |
| --- | --- |
| Publication source | Find A Tender Service |
| Latest notice | https://www.find-tender.service.gov.uk/Notice/072880-2026 |
| Notice type | UK6 - Contract Award Notice |
| Procurement type | Standard |
| Procurement category | Services |
| Procurement method | Limited |
| Procurement method details | Below threshold - limited competition |
| Tender suitability | Not specified |
| Awardee scale | Large |
| All stages | Award |

## Dates

| Field | Value |
| --- | --- |
| Publication date | 31 Jul 2026 |
| Submission deadline | Not specified |
| Future notice date | Not specified |
| Award date | 30 Jul 2026 |
| Contract period | 26 Aug 2026 - 26 Aug 2029 |
| Recurrence | Not specified |

## Values

| Field | Value |
| --- | --- |
| Tender value | Not specified |
| Lots value | Not specified |
| Awards value | £2,000,000 |
| Contracts value | Not specified |

## Status

| Field | Value |
| --- | --- |
| Tender status | Complete |
| Lots status | Complete |
| Awards status | Active |
| Contracts status | Not specified |

## Buyer

| Field | Value |
| --- | --- |
| Main buyer | DEPARTMENT FOR EDUCATION |
| Locality | LONDON |
| Post town | South West London |
| Postcode | SW1P 3BT |
| Country | England |
| ITL 1 | TLI London |
| ITL 2 | TLI3 Inner London - West |
| ITL 3 | TLI35 Westminster and City of London |
| Local authority | Westminster |
| Electoral ward | St James's |
| Westminster constituency | Cities of London and Westminster |
| Delivery location | Not specified |

## Supplier

| Field | Value |
| --- | --- |
| Number of suppliers | 1 |
| Supplier names | AMV (BDDO |

## CPV Codes

### Divisions

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

### Codes

- 79340000 - Advertising and marketing services

## Release History

- 31 Jul 2026 at 15:20 - Award - UK6 - Contract Award Notice - https://www.find-tender.service.gov.uk/Notice/072880-2026

## Documents

- https://www.find-tender.service.gov.uk/Notice/072880-2026
  31st July 2026 - Contract award notice on Find a Tender

## Notice URLs

- https://www.legislation.gov.uk/ukpga/2023/54/contents

## 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-06d938. The underlying structured data is available as OCDS JSON at https://d3tenders.com/contract/ocds-h6vhtk-06d938.json.