Engagement process description
The engagement event will take place on 8th September 2026 at Yr Hafod meeting room, Cathays Park CP2, Welsh Government Offices, Cathays Park, King Edward VII Avenue, Cardiff, CF10 3NQ.
Please register by midday on 1st September 2026 via the following link https://wales.business-events.org.uk/en/events/supplier-engagement-for-the-wgcd-media-buying-integrated-marketing-campaigns-and-pr-services-framework-agreement/. Bidders who register will receive confirmation of their registration.
The event is intended to cover the following:
9:30-10 arrival time (tea/ coffee)
10-10:30 Introduction
10:30-12:00 break outs for questions
12:00 15 mins break (tea/ coffee)
12:15 -12:45 Business Wales support
12:45-1:00 – next steps
Please note light refreshments will be provided at registration/ arrival time for a prompt 10am start.
Following a scoping exercise of the viability to hold the engagement exercise, the location for the event will be in south Wales as the most effective viable solution. However, for those who are unable to travel or unable to make the event, there is an opportunity to provide feedback to SupplyChain@BusinessWales.org by completing the following questions, by 8th September, that will be posed at the break-out sessions at the event:
1) For the commercial evaluation of all lots:
a) what would be the advantages and disadvantages of requesting standard hourly rates for staff, along with media buying discounts and media price points for the applicable lots, and excluding a scenario costing element?
b) What other commercial evaluation models could be considered to assess costs and value for money?
c) What approaches could we consider for evaluating costs and value for money on social media buying?
2) How many and what lots would you like to see in the tender? Interested suppliers would be required to submit bids for each lot they wished to bid for. The integrated marketing campaigns lot would be all inclusive, for contracting authorities that require all elements cohesively delivered by one supplier as part of the specific campaign requirements.
Potential lotting structure options below:
Option A – 2 Lots
Lot 1 - Media Buying - a function for the planning, buying, measurement and evaluation of media space across multiple channels, and the placing of adverts, Public and Legal Notices and recruitment advertising in the chosen media, with the provision of basic design and typesetting.
Lot 2 - Integrated Marketing Campaigns and PR Services - provides Customer Organisations access to full-service agencies capable of providing strategic advice, creative solutions and production, and campaign management from insight work and concept creation, through to execution, implementation, measurement and evaluation. Expert advice on appropriate media strategies and channels, and planning, buying, measurement and evaluation of media space. Experienced and skilled PR specialists for specific campaigns and ongoing PR support.
Option B – 4 Lots
Lot 1 - Media Buying - a function for the planning, buying, measurement and evaluation of media space across multiple channels, and the placing of adverts, Public and Legal Notices and recruitment advertising in the chosen media, with the provision of basic design and typesetting.
Lot 2 - Integrated Marketing Campaigns – full media mix - provides Customer Organisations access to full-service agencies capable of providing strategic advice, creative solutions and production, and campaign management from insight work and concept creation, through to execution, implementation, measurement and evaluation. Expert advice on appropriate media strategies and channels, and planning, buying, measurement and evaluation of media space across the full media mix.
Lot 3 - Integrated Digital Marketing Campaigns - digital only - provides Customer Organisations access to full-service digital agencies capable of providing strategic advice, creative solutions and production, and digital campaign management from insight work and concept creation, through to execution, implementation, measurement and evaluation. Expert advice on appropriate digital strategies and channels, and planning, buying, measurement and evaluation of digital media space.
Lot 4 - PR and Influencers - provides Customer Organisations access to specialist Public Relations expertise for the planning, implementation, measurement, and evaluation of PR activities, campaigns, and ongoing support. Provides expert advice on influencer strategies, plus influencer relationship and contract management.
3) For the commercial evaluation for all lots:
a) What standard roles for the staff rates would work for the hourly rate card element of a commercial evaluation?
b) Below are suggestions taken from the previous lotting structure, are these suitable, have any been missed?
c) What additional roles would typically be required for the option B, 4 lot approach?
Lot 1
- Account Manager
- Campaign Manager
- Digital Marketing Manager
- Media Buyer
- Media Planner
- Graphic Designer/ Artworker (basic design and typesetting)
- Administration Staff
Lot 2
- Account Manager
- Creative Director
- Campaign Manager
- Digital Marketing Manager
- Graphic Designer/ Artworker
- Media Buyer
- Media Planner
- Administration Staff
4) How many suppliers would you like to see on the Integrated Marketing Campaigns lot, and if applicable the Integrated Digital Marketing Campaigns and the PR and Influencers lots? For these lots should the supplier numbers be capped or uncapped? Capped is what has happened previously and the set number of highest scoring bidders achieve a place. Uncapped would mean all bidders that pass the qualification stage and obtain the required quality threshold scoring at technical stage achieve a place. Uncapped means there may be more competition at framework call off stage, depending on how many responses are received to mini competitions.
5) What are the advantages and disadvantages of increasing the direct award call off value on the Integrated Marketing Campaigns lot, and if applicable the Integrated Digital Marketing Campaigns and the PR and Influencers lots? If it was increased to £25,000 that is in line with the internal Welsh Government single tender threshold.
6) Are there any additional questions or feedback?
All materials provided and an overview of feedback will be made available with the publication of the tender notice and tender documents. Please refer to the Welsh Government Procurement Privacy Notice at: https://www.gov.wales/welsh-government-procurement-privacy-notice to find out how we use and protect your information within the Welsh Government. The Procurement Privacy Notice makes sure we continue to comply with privacy law and regulation, it includes information on your rights and information we hold about you and the legal grounds for how we use your information.