WGCD Media Buying, Integrated Marketing Campaigns and PR Services Framework Agreement

Procurement reference

WGCD-PCS-136-25

Procurement description

The Welsh Government Commercial Delivery Team wish to establish a new Framework Agreement for the provision of Media Buying Services, Integrated Marketing Campaigns and PR Services. The Framework Agreement will be open to use by the Welsh Public Sector.

Main category

Services

Delivery regions

• UKL - Wales

Total value (estimated, excluding VAT)

82000000 GBP to 49500000GBP

Contract dates (estimated)

01 April 2026, 00:00AM to 31 March 2030, 23:59PM

Is a framework being established?

Yes

Llywodraeth Cymru / Welsh Government

Procedure type

Open procedure

Is the total value above threshold?

Above threshold

Percentage fee charged to suppliers

0%

Maximum number of suppliers

11

Award method when using the framework

With and without reopening competition

Contracting authority locations

• UKL

Contracting authorities that may use the framework

All public sector bodies in Wales can use the Framework Agreement, a full list of the named organisations is included in Appendix 1 of the tender documents.

Framework operation description

Details contained within the tender documents

Description

Provision of services 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.

CPV classifications

• 79340000 - Advertising and marketing services

Delivery regions

• UKL - Wales

Lot value (estimated)

9500000 GBP Excluding VAT

11400000 GBP Including VAT

Sustainability

Small and medium-sized enterprises (SME)

Contract start date (estimated)

01 April 2026, 00:00AM

Contract end date (estimated)

31 March 2030, 23:59PM

Description of how multiple lots may be awarded

Lot 1 - it is intended that a single supplier will be appointed to this Lot

Lot 2 - it is intended that 10 suppliers will be appointed to this Lot

Participation

Award criteria

Description

Successful Framework Suppliers will be required to provide Customer Organisations access to full-service agencies capable of providing strategic advice, creative solutions, and campaign management from insight work and concept creation, through to execution, implementation, measurement and evaluation. Expert advice on appropriate media channels, and planning, buying, measurement and evaluation of media space. Experienced and skilled PR specialists for specific campaigns and ongoing PR support.

CPV classifications

• 79340000 - Advertising and marketing services

Delivery regions

• UKL - Wales

Lot value (estimated)

40000000 GBP Excluding VAT

48000000 GBP Including VAT

Sustainability

Small and medium-sized enterprises (SME)

Contract start date (estimated)

01 April 2026, 00:00AM

Contract end date (estimated)

21 March 2030, 23:59PM

Description of how multiple lots may be awarded

Lot 1 - it is intended that a single supplier will be appointed to this Lot

Lot 2 - it is intended that 10 suppliers will be appointed to this Lot

Participation

Award criteria

Payment terms

Details contained within the tender documents.

Description of risks to contract performance

Details contained within the tender documents.

Tender submission deadline

19 December 2025, 12:00PM

Enquiry deadline

12 December 2025, 12:00PM

Date of award of contract

09 March 2026, 23:59PM

Submission address and any special instructions

The Welsh Government Commercial Delivery Team (WGCD) intends to conduct this procurement exercise using the Proactis Supplier Portal:- https://supplierlive.proactisp2p.com/Account/LoginSuppliers must be registered on the Proactis Supplier Portal to be able to bid for this tender opportunity.

May tenders be submitted electronically?

Yes

Is this a recurring procurement?

No

Publication date of next tender notice (estimated)

12 November 2029, 23:59PM

Languages that may be used for submission

• English
• Welsh