Modification notice
Modification of a contract/concession during its term
Section I: Contracting
entity
I.1) Name and addresses
Welsh Government
Cathays Park
Cardiff
CF10 3NQ
UK
Telephone: +44 3000250169
E-mail: craig.goodwin@gov.wales
NUTS: UKL
Internet address(es)
Main address: http://wales.gov.uk/?skip=1&lang=en
Address of the buyer profile: https://www.sell2wales.gov.wales/search/Search_AuthProfile.aspx?ID=AA0007
Section II: Object
II.1) Scope of the procurement
II.1.1) Title
Content Production And Distribution Services
Reference number: C195/2019/2020
II.1.2) Main CPV code
79340000
II.1.3) Type of contract
Services
II.2) Description
II.2.2) Additional CPV code(s)
79340000
79342000
79341200
79341100
79341400
II.2.3) Place of performance
NUTS code:
UKL
II.2.4) Description of the procurement
The Welsh Government is looking for an innovative, high-quality Content Production and Distribution Services partner to work with, as an extension of the in-house team, to tell and share Wales’s stories with our target markets in new, bold and impactful ways. The successful contractor will sit at the centre of a coordinated network of agencies to deliver a purposeful, content-led programme of marketing from Wales, under the clear creative direction of the Cymru Wales Brand Strategy and Creative Direction supplier.
II.2.7) Duration of the contract, framework agreement, dynamic purchasing system or concession
Duration in months: 72
II.2.13) Information about European Union funds
The procurement is related to a project and/or programme financed by European Union funds:
No
Section IV: Procedure
IV.2) Administrative information
IV.2.1) Previous publication concerning this procedure
Notice number in the OJ S:
2020/S 117-285254
Section V: Award of contract/concession
Contract No: C195/2019/2020
Title: Content Production And Distribution Services
V.2 Award of contract/concession
V.2.1) Date of conclusion of the contract/concession
14/04/2020
V.2.2) Information about tenders
The contract has been awarded to a group of economic operators:
No
V.2.3) Name and address of the contractor/concessionaire
The Orchard Media and Events Group
Priority Business Park, Trade Street
Cardiff
CF105DT
UK
Telephone: +44 2920100888
NUTS: UKL22
The contractor/concessionaire is an SME:
Yes
V.2.4) Information on value of the contract/lot/concession (excluding VAT)
Total value of the contract/lot:
/concession: 28 000 000.00
GBP
Section VI: Complementary information
VI.3) Additional information
(WA Ref:144535)
VI.4) Procedures for review
VI.4.1) Review body
High Court
The Royal Courts Of Justice, The Strand
London
WC2A 2LL
UK
Telephone: +44 2079477501
VI.5) Date of dispatch of this notice
17/09/2024
Section VII: Modifications to the contract/concession
VII.1) Description of the procurement after the modifications
VII.1.1) Main CPV code
79340000
VII.1.2) Additional CPV code(s)
79341100
79341200
79341400
79340000
79342000
VII.1.3) Place of performance
NUTS code:
UK
VII.1.4) Description of the procurement
The Welsh Government awarded a contract to deliver an innovative, high-quality Content Production and Distribution Services partner to enhance the performance of its marketing campaigns promoting Wales as a premier destination to live, work, study, and visit. The contractor will collaborate closely with the in-house team and external agencies to drive impactful storytelling whilst sharing Wales’ narrative with target markets in bold, new ways. Positioned at the heart of a coordinated network of agencies, the contractor will deliver a focused, content-led marketing programme under the clear creative direction of the appointed supplier. The contract has been utilised post-COVID-19 pandemic to cover several major international marketing opportunities that were not anticipated at the time of procurement, this includes capitalising on the late qualification of the FAW for the FIFA World Cup 2022 presenting opportunities on the ground and online in the US, Qatar and Europe. Subcontracting capability of this contract have been leveraged throughout the duration, including freelance creative, musicians, photographers, content creators and PR, also facilitating the delivery of campaigns such as ‘Wales in India’ and ‘Wales by Tails’ through supporting agencies.
VII.1.5) Duration of the contract, framework agreement, dynamic purchasing system or concession
Duration in months: 72
VII.1.6) Information on value of the contract/lot/concession (excluding VAT)
Total value of the procurement: 35 000 000.00 GBP
The contract/concession has been awarded to a group of economic operators:
No
VII.1.7) Name and address of the contractor/concessionaire
THE ORCHARD MEDIA & EVENTS GROUP LIMITED
Orchard, Trade Street
Cardiff
CF105DT
UK
Telephone: +44 02920100888
NUTS: UK
The contractor/concessionaire is an SME:
Yes
VII.2) Information about modifications
VII.2.1) Description of the modifications
There will be an increase the contract value by 25% to allow sufficient time for marketing distribution during 2025/26 and the procurement of a replacement contract that will commence April 2026. Initially valued at GBP 14m for two years starting April 2020, and GBP 14m should the 2 years extension option be utilised, the contract was extended further in time only by 2 years from May 2024 to May 2026 to compensate for Covid restrictions. An additional GBP 7m is required to cover unforeseen workload, as a result of recovery from both Covid pandemic and the cost of living crisis, and to deliver ongoing strategic long-term campaigns where work has commenced and are planned for distribution in the next financial year. Additionally costs have increased due to increased staff and freelance costs via the agency, this request will provide continuity until April 2026 when we anticipate a new contract to be live. The contract has been utilised post-COVID-19 pandemic to cover several major international marketing opportunities that were not anticipated at the time of procurement, this includes capitalising on the late qualification of the FAW for the FIFA World Cup 2022 presenting opportunities on the ground and online in the US, Qatar and Europe. Subcontracting capability of this contract have been leveraged throughout the duration, including freelance creative, musicians, photographers, content creators and PR, also facilitating the delivery of campaigns such as ‘Wales in India’ and ‘Wales by Tails’ through supporting agencies.
VII.2.2) Reasons for modification
Need for additional works, services or supplies by the original contractor/concessionaire
Description of the economic or technical reasons and the inconvenience or duplication of cost preventing a change of contractor:
In line with Regulation 72(1) (b) (i, ii), for economic or technical reasons such as requirements of interchangeability or interoperability with existing services, a change in contractor before the ongoing long-term campaigns were completed would likely cause significant inconvenience and/ or substantial duplication of costs.
VII.2.3) Increase in price
Updated total contract value before the modifications (taking into account possible earlier contract modifications and price adaptions and, in the case of Directive 2014/23/EU, average inflation in the Member State concerned)
Value excluding VAT: 28 000 000.00 Currency: GBP
Total contract value after the modifications
Value excluding VAT: 35 000 000.00 Currency: GBP