Advertising and marketing services

Tender description

Post Office seeks to enter into contracts for: Lot one: Media Planning and Buying services to help the Post Office identify and select the best media channels in which to place its marketing activity for brand/propositions, products and services and manage and deliver the media buying aspect of those channels and the provision of any relevant tools (including reporting tools). This includes attribution modelling including econometric modelling. Lot two: Management of Affiliates (publishers who promote Post Office products who are recruited through direct relationships and the contracted Affiliate Network) and Aggregators (Price Comparison Websites) to enhance relationships, identify new relationships, grow performance, deliver reporting and process payments. Post Office seeks to enter into a contract for lot one with one supplier (a contract or contracts could be awarded to one supplier for more than one lot or all lots) to cover media planning and buying services to help the Post Office identify and select the best media channels in which to place its marketing activity for brand/propositions, products and services and manage and deliver the media buying aspect of those channels and the provision of any relevant tools (including reporting tools). The channels currently include AV (audio visual such as TV), radio, OOH (Out of Home), print, digital, social, PPC and influencer and media partnerships but could be subject to change. The Post Office also has an increasing focus on marketing effectiveness and requires attribution modelling including econometrics to accurately measure the impact of marketing activity on key performance metrics. The models will support marketing planning and campaign optimisation improving overall marketing performance to drive greater efficiencies and return on investment. The modelling needs to consider all customer touchpoints across our marketing and digital channels (our channels currently include AV (audio visual such as TV, radio, OOH (Out of Home), print, digital, social, PPC, affiliates, aggregators and influencer and media partnerships) demonstrating the value and return on investment of each touch point and touchpoints in combination. Suppliers need to have experience in media planning and buying for sectors relevant to the Post Office which has a diverse retail network of owned and franchised branches across the UK and is multi disciplined offering financial services (e.g insurance, foreign exchange, everyday banking) and telecoms provision as well as postal services. The estimated value of this lot is in the range of GBP 12.5 m to GBP 65 m ex VAT over 5 years. This includes the value of our media buying spend which is currently in the range of GBP 7-9 m ex VAT annually for this lot. Please note that all figures given are subject to change and Post Office cannot guarantee these. Post Office seeks to enter into one contract for lot two with one supplier (a contract or contracts could be awarded to one supplier for more than one lot or all lots) to cover management of affiliates (publishers who promote Post Office products who are recruited through direct relationships and the contracted affiliate network) and aggregators (Price Comparison Websites). This includes growing performance by enhancing relationships and identifying new relationships, deliver reporting and processing payments. We are planning to in house elements of this service and this will be clarified at RFP stage. This service could be provided through a third party. Suppliers need to have experience in affiliate and aggregator management for sectors relevant to the Post Office which has a diverse retail network of owned and franchised branches across the UK and is multi-disciplined offering financial services (e.g. insurance, foreign exchange, everyday banking) and telecoms provision as well as postal services. The estimated value of this lot is in the range of GBP 5 m to GBP 50 m ex VAT over 5 years. Please note that all figures given are subject to change and Post office cannot guarantee these.