Contract award notice
Results of the procurement procedure
Section I: Contracting
entity
I.1) Name and addresses
Glasgow Caledonian University
70 Cowcaddens Road
Glasgow
G4 0BA
UK
Telephone: +44 1413313578
E-mail: procurement@gcu.ac.uk
NUTS: UKM82
Internet address(es)
Main address: http://www.gcu.ac.uk/procurement
Address of the buyer profile: https://www.publiccontractsscotland.gov.uk/search/Search_AuthProfile.aspx?ID=AA00195
I.2) Joint procurement
The contract is awarded by a central purchasing body
I.4) Type of the contracting authority
Body governed by public law
I.5) Main activity
Education
Section II: Object
II.1) Scope of the procurement
II.1.1) Title
Campaign Planning and Delivery & Associated Services (GCU)
Reference number: GCU-MKT-2026-01
II.1.2) Main CPV code
79341400
II.1.3) Type of contract
Services
II.1.4) Short description
The University is seeking a Contractor for campaign planning, delivery, and performance -led student recruitment.
The selected agency must demonstrate capability in delivering measurable recruitment solutions across domestic and international markets. Required expertise includes, but is not limited to:
Higher Education sector strategy
Performance marketing and media buying
AI-powered campaign planning and organisation tools
Transparent measurement and conversion tracking across all platforms
II.1.6) Information about lots
This contract is divided into lots:
No
II.1.7) Total value of the procurement
Value excluding VAT:
1 370 331.08
GBP
II.2) Description
II.2.2) Additional CPV code(s)
79341400
II.2.3) Place of performance
NUTS code:
UKM82
Main site or place of performance:
Glasgow Caledonian University
II.2.4) Description of the procurement
The University is seeking a Contractor for campaign planning, delivery, and performance -led student recruitment.
The selected agency must demonstrate capability in delivering measurable recruitment solutions across domestic and international markets. Required expertise includes, but is not limited to:
Higher Education sector strategy
Performance marketing and media buying
AI-powered campaign planning and organisation tools
Transparent measurement and conversion tracking across all platforms
II.2.5) Award criteria
Quality criterion: Service Delivery – Methodology
/ Weighting: 30
Quality criterion: Experience
/ Weighting: 20
Quality criterion: Reporting
/ Weighting: 10
Quality criterion: SustainableProcurement- Fair Work Practices
/ Weighting: 2.5
Quality criterion: Key Personnel
/ Weighting: 5
Quality criterion: Sustainable Procurement - Community Benefits
/ Weighting: 2.5
Price
/ Weighting:
30
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
Open procedure
IV.1.8) Information about Government Procurement Agreement (GPA)
The procurement is covered by the Government Procurement Agreement:
Yes
IV.2) Administrative information
IV.2.1) Previous publication concerning this procedure
Notice number in the OJ S:
2026/S 000-009634
Section V: Award of contract
Contract No: GCU-MKT-2026-01
A contract/lot is awarded:
Yes
V.2 Award of contract
V.2.1) Date of conclusion of the contract
03/06/2026
V.2.2) Information about tenders
Number of tenders received: 7
Number of tenders received from SMEs: 0
Number of tenders received from tenderers from EU Member States: 0
Number of tenders received from tenderers from non-EU Member States: 7
Number of tenders received by electronic means: 7
The contract has been awarded to a group of economic operators:
No
V.2.3) Name and address of the contractor
Penna plc
Millenium Bridge House, 2 Lambeth Hill
London
EC4V 4BG
UK
Telephone: +44 02073327777
NUTS: UKI
The contractor is an SME:
No
V.2.4) Information on value of the contract/lot (excluding VAT)
Total value of the contract/lot:
: 1 370 331.08
GBP
V.2.5) Information about subcontracting
Section VI: Complementary information
VI.3) Additional information
Expenditure is indicative and will be determined by the level of service required by the University.
(SC Ref:843181)
VI.4) Procedures for review
VI.4.1) Review body
Glasgow Sheriff Court
PO BOX 23, 1 Carlton Place,
Glasgow
G5 9DA
UK
VI.5) Date of dispatch of this notice
18/09/2026