Contract award notice
Results of the procurement procedure
Section I: Contracting
entity
I.1) Name and addresses
Transport for London
5 Endeavour Square
London
E20 1JN
UK
Contact person: Eleanor Copland
E-mail: ELEANORCOPLAND@TFL.GOV.UK
NUTS: UK
Internet address(es)
Main address: https://tfl.gov.uk
Address of the buyer profile: https://tfl.gov.uk
I.4) Type of the contracting authority
Body governed by public law
I.5) Main activity
General public services
Section II: Object
II.1) Scope of the procurement
II.1.1) Title
TfL 94523 — Through the Line Strategic Thinking, Creative Development and Production Services Agency
Reference number: DN429563
II.1.2) Main CPV code
79340000
II.1.3) Type of contract
Services
II.1.4) Short description
Provision of Creative Agency services on behalf of Transport for London (TfL) for a two (2) year period with an option to extend for a further two (2) one (1) year periods, up to a maximum of four (4) years.
The through the line creative agency will work together with TfL's above the line media agency to deliver media neutral integrated behaviour change marketing communications, strategic planning and implementation. The agency will be capable of long-term, strategic thinking for the TfL brand and across its portfolio, as well as for individual integrated through the line campaign briefs.
II.1.6) Information about lots
This contract is divided into lots:
No
II.1.7) Total value of the procurement
Value excluding VAT:
17 600 000.00
GBP
II.2) Description
II.2.3) Place of performance
NUTS code:
UK
II.2.4) Description of the procurement
The agency will work with TfL to deliver creative services relating to marketing and behaviour change. The two core areas that we need to deliver are: Getting to 80 % sustainable journeys by 2041 and supporting Vision Zero. In order to deliver these, the agency must have the following experience and capabilities:
• ‘Through the Line’ experience: the agency needs to be experienced at developing strategies and creative that encompass broad messages delivered in large scale broadcast communications such as TV, Out of Home and Press, as well as highly specific messages delivered in highly targeted communications such as leaflets and emails;
• Behaviour Change experience: as described above, many of the campaigns that CMBC deliver have a specific behaviour change objective. They will need to demonstrate that they have worked on these sorts of campaigns, and demonstrate the results of these campaigns;
• experience working in an integrated way with the client and the media agency: in order to get the best possible results we expect the creative and media agencies to work collaboratively with each other;
• resource to deliver 30+ campaigns a year: Due to the number of campaigns that we deliver each year, we need an agency that has experience of delivering, and staffing levels to handle large numbers of briefs;
• 24/7 studio capability: Linked to the high volume and pace of work the appointed agency needs to have 24/7 capability as standard;
• cost conscious approach to working: as a public body we have a duty to manage costs and to deliver the best possible value;
• knowledge and experience in the strategic planning and delivery off behaviour change programmes;
• experience working with clients that are in the public sector or operate in a
II.2.5) Award criteria
Quality criterion: Technical capability
/ Weighting: 25
Quality criterion: Pitch brief response
/ Weighting: 50
Price
/ Weighting:
25
II.2.11) Information about options
Options:
No
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.1) Description
IV.1.1) Type of procedure
Restricted procedure
IV.1.8) Information about Government Procurement Agreement (GPA)
The procurement is covered by the Government Procurement Agreement:
No
IV.2) Administrative information
IV.2.1) Previous publication concerning this procedure
Notice number in the OJ S:
2019/S 158-390804
IV.2.9) Information about termination of call for competition in the form of a prior information notice
The contracting authority will not award any further contracts based on the above prior information notice
Section V: Award of contract
Contract No: TfL 94523
Title: Provision of a Creative Through the Line Agency
A contract/lot is awarded:
Yes
V.2 Award of contract
V.2.1) Date of conclusion of the contract
14/02/2021
V.2.2) Information about tenders
Number of tenders received: 17
Number of tenders received from SMEs: 4
Number of tenders received from tenderers from EU Member States: 0
Number of tenders received from tenderers from non-EU Member States: 0
Number of tenders received by electronic means: 17
The contract has been awarded to a group of economic operators:
No
V.2.3) Name and address of the contractor
VCCP Group LLP
OC370529
62 Buckingham Gate, London
SW1P 9ZP
UK
NUTS: UK
The contractor is an SME:
No
V.2.4) Information on value of the contract/lot (excluding VAT)
Total value of the contract/lot:
: 17 600 000.00
GBP
V.2.5) Information about subcontracting
Section VI: Complementary information
VI.4) Procedures for review
VI.4.1) Review body
Transport for London
5 Endeavour Square
London
E20 1JN
UK
VI.5) Date of dispatch of this notice
29/04/2021