Advertising and marketing services

Tender description

Transport for London (TfL) requires a contract to be put in place for a creative agency partner; TfL is conducting a competitive tender for this contract for a duration of two (2) years with an option to extend for up to a further two (2) one (1) year options, i.e. a maximum of 2 + 1 + 1 years. We are seeking a best-in-class through the line creative agency that will work together with our selected above the line media agency to deliver media neutral integrated behaviour change marketing communications, strategic planning and implementation. Agencies must 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. This tender requires an agency to work with TfL to deliver creative services to marketing and behavior change. The 2 core areas that we need to deliver are: getting to 80 % sustainable journeys by 2041 and supporting Vision Zero. In order to deliver these, there are a number of requirements we will be looking for in an agency: — ‘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 political environment: we need an agency that understands and has experience of the political environment.