Over the past years, many factors have influenced the development of the role of media agenciesThe explosion of media outlets, linked with the dynamism of media groups and a revolution in technology (digital TV, multimedia internet, interactivity), ...
Contract award notice
Services
Section I: Contracting authority
I.1)Name, addresses and contact point(s)
University Of Edinburgh
Charles Stewart House, 9-16 Chambers Street
Contact point(s): Procurement
For the attention of: Gordon Whittaker
EH1 1HT Edinburgh
UNITED KINGDOM
Telephone: +44 1316502759
Fax: +44 1316502154
Internet address(es):
General address of the contracting authority: http://www.ed.ac.uk/schools-departments/procurement/supplying
Address of the buyer profile: http://www.publiccontractsscotland.gov.uk/search/Search_AuthProfile.aspx?ID=AA00107
I.2)Type of the contracting authority
Body governed by public law
I.3)Main activity
Education
I.4)Contract award on behalf of other contracting authorities
The contracting authority is purchasing on behalf of other contracting authorities: no
Section II: Object of the contract
II.1)Description
II.1.1)Title attributed to the contract
EC/0592/media buying.
II.1.2)Type of contract and location of works, place of delivery or of performance
Services
Service category No 13: Advertising services
Main site or location of works, place of delivery or of performance: University of Edinburgh.
Service category No 13: Advertising services
Main site or location of works, place of delivery or of performance: University of Edinburgh.
NUTS code UK
II.1.3)Information about a framework agreement or a dynamic purchasing system (DPS)
II.1.4)Short description of the contract or purchase(s)
Over the past years, many factors have influenced the development of the role of media agencies
The explosion of media outlets, linked with the dynamism of media groups and a revolution in technology (digital TV, multimedia internet, interactivity), means a more complex media choice, especially since this proliferation has led to audience fragmentation.
The advertisers' search for ever more effectiveness and productivity from their media monies has increased the need for research and tools enabling an accurate evaluation of audiences, rate cards, selling conditions and measurement of return on media investments.
The increasing market concentration of media, on an international scale, has in turn driven the development of media agencies in size, staffing, technology and international capability, with a view to better serving the advertiser's interests.
The University of Edinburgh requires a media buying agency for strategic advice and recommendations and procurement of on and off line advertising space. The overarching objective of our media activity is to drive local and international applications for undergraduate, postgraduate and PhD programmes and build awareness and recognition. The University proposes to award a contract for a period of three years, which may be extended to five years, subject to annual performance review, with a three-month termination notice period. This will include ensuring the provision of high quality, reliable and cost-effective media solutions and related services to the University.
The media solutions required by the University will be a mixture of planned and adhoc. Some of our bigger Schools eg. The Business School create an annual plan and schedule their media spend each Summer.
Many other Schools will utilise the agency as and when new programmes are launched or requirements arise throughout the year. The University of Edinburgh is inviting competitive tenders for the provision of the services specified in the Sections below.
The supplier will be engaged to provide advice at the request, and under the direction of, nominated UOE representatives relating primarily to the procurement and delivery of media buying services.
The appointed organisation will cover the following scope of work with or on behalf of UOE
Research and advise on media schedules and advertising channels and locations online, print, mobile, outdoor, ambient, TV, radio, other in order to achieve targets.
Negotiation and buying media on behalf of UOE and recharging to the University.
Post campaign assist with evaluation and provide reports as appropriate.
The specification for each service is outlined overleaf in sections 1 and 2 Service providers are invited to bid for all services.
Service providers are invited to be flexible in terms of innovative solutions to our requirements for Section Two Other Services.
Service providers must be authorised, and will be expected to be able to demonstrate with evidence that they are authorised, to provide taxation advice in the United Kingdom and that they are in a position to comply with all appropriate UK financial or other legislation and codes of practice including those administered by the appropriate regulatory bodies.
Service providers should be able to visit the University of Edinburgh as required at a minimum 4 review meetings across University at no charge to the client. It is also expected that service providers be available to attend additional meetings to discuss individual projects as required as well as providing appropriate levels of administrative support as part of the agreement.
Service providers will be required to provide ongoing details of their professional indemnity insurance cover Insurer, Policy No., Date and Limit of Indemnity and any other insurance arrangements relevant.
Service providers should indicate they are prepared to offer services to all the affiliates, start-ups or spin-offs of the University of Edinburgh for the period of the contract, should it be required.
The University expects its service providers to be pro-active with business processes. Tenderers are asked to indicate their commitment to developing new services and give specific examples in response
to Suppliers should specify where the services will be delivered from, who will deliver the services and what kind of back up is available. University of Edinburgh require a nominated team with profiles and organisational credentials.
Section One Media Buying Services
The supplier will be engaged to provide advice at the request, and under the direction of, nominated UOE representatives relating primarily to student recruitment advertising and generic brand raising advertising.
Strategic media advice may be given as necessary on these specific areas
- products, brands and brand portfolios: in terms of brand image, targeting, media usage and phasing,
- category and category segments: identifying and analysing media usage by the competition, detecting niches and opportunities,
- targets: translating marketing targets into communication and media targets, quantification and definition of targets, target group attitude towards media and product purchase, control of side-effects on a brand and product basis
- effectiveness: contribution of the communication plan to the effectiveness of the marketing mix, links between the media plan and the overall communication effectiveness.
Analysing and selecting communication vehicles: tactical media planning and optimisation
Quantifying and prioritising objectives: reach and frequency distribution levels, optimum contacts, required environment, qualitative aspects, special positions.
Determining estimated net costs of contacts.
Developing plans with alternatives and producing a justified recommendation.
Optimising final plan according to constraints and opportunities within each medium.
Leveraging the purchasing power of the advertiser: negotiating and buying
Analysing terms and conditions of each media vehicle.
Ranking vehicles according to net cost and costing of each plan.
Negotiation strategy for each vehicle.
Proof of insertion and invoicing.
Administrative and financial follow-up: permitting the advertiser to monitor
media purchases and budget status with simple direct access extranets, EDI, etc.
Presenting a detailed post-analysis
Media post-analysis: actual versus objectives (either versus competitive or rate card), qualitative and quantitative, explanation of discrepancies.
Buying post-analysis negotiations and other economic benefits obtained, proof of insertion, check versus orders, compensations and make-goods.
Efficiency post-analysis: role of media in the marketing mix, analysis of effects related to causes.
Section Two: Other Services
Advanced Media strategy/planning:
- definition of targets and objectives: from marketing, sales and communication objectives, with media surveys and consumer databases,
- investment analysis: evaluation of previous investments, optimum budget recommended media mix: media selection, phasing over time, weight of secondary communication channels DM, partnerships, barter, etc.
- multi-brand and/or multi-national co-ordination.
Training and sharing information:
- Designing and circulating regular media information (paper and/or electronic).
- Initiating and investing in proprietary ad-hoc research.
- Permanent monitoring of developments in the media world (nationally and internationally).
The explosion of media outlets, linked with the dynamism of media groups and a revolution in technology (digital TV, multimedia internet, interactivity), means a more complex media choice, especially since this proliferation has led to audience fragmentation.
The advertisers' search for ever more effectiveness and productivity from their media monies has increased the need for research and tools enabling an accurate evaluation of audiences, rate cards, selling conditions and measurement of return on media investments.
The increasing market concentration of media, on an international scale, has in turn driven the development of media agencies in size, staffing, technology and international capability, with a view to better serving the advertiser's interests.
The University of Edinburgh requires a media buying agency for strategic advice and recommendations and procurement of on and off line advertising space. The overarching objective of our media activity is to drive local and international applications for undergraduate, postgraduate and PhD programmes and build awareness and recognition. The University proposes to award a contract for a period of three years, which may be extended to five years, subject to annual performance review, with a three-month termination notice period. This will include ensuring the provision of high quality, reliable and cost-effective media solutions and related services to the University.
The media solutions required by the University will be a mixture of planned and adhoc. Some of our bigger Schools eg. The Business School create an annual plan and schedule their media spend each Summer.
Many other Schools will utilise the agency as and when new programmes are launched or requirements arise throughout the year. The University of Edinburgh is inviting competitive tenders for the provision of the services specified in the Sections below.
The supplier will be engaged to provide advice at the request, and under the direction of, nominated UOE representatives relating primarily to the procurement and delivery of media buying services.
The appointed organisation will cover the following scope of work with or on behalf of UOE
Research and advise on media schedules and advertising channels and locations online, print, mobile, outdoor, ambient, TV, radio, other in order to achieve targets.
Negotiation and buying media on behalf of UOE and recharging to the University.
Post campaign assist with evaluation and provide reports as appropriate.
The specification for each service is outlined overleaf in sections 1 and 2 Service providers are invited to bid for all services.
Service providers are invited to be flexible in terms of innovative solutions to our requirements for Section Two Other Services.
Service providers must be authorised, and will be expected to be able to demonstrate with evidence that they are authorised, to provide taxation advice in the United Kingdom and that they are in a position to comply with all appropriate UK financial or other legislation and codes of practice including those administered by the appropriate regulatory bodies.
Service providers should be able to visit the University of Edinburgh as required at a minimum 4 review meetings across University at no charge to the client. It is also expected that service providers be available to attend additional meetings to discuss individual projects as required as well as providing appropriate levels of administrative support as part of the agreement.
Service providers will be required to provide ongoing details of their professional indemnity insurance cover Insurer, Policy No., Date and Limit of Indemnity and any other insurance arrangements relevant.
Service providers should indicate they are prepared to offer services to all the affiliates, start-ups or spin-offs of the University of Edinburgh for the period of the contract, should it be required.
The University expects its service providers to be pro-active with business processes. Tenderers are asked to indicate their commitment to developing new services and give specific examples in response
to Suppliers should specify where the services will be delivered from, who will deliver the services and what kind of back up is available. University of Edinburgh require a nominated team with profiles and organisational credentials.
Section One Media Buying Services
The supplier will be engaged to provide advice at the request, and under the direction of, nominated UOE representatives relating primarily to student recruitment advertising and generic brand raising advertising.
Strategic media advice may be given as necessary on these specific areas
- products, brands and brand portfolios: in terms of brand image, targeting, media usage and phasing,
- category and category segments: identifying and analysing media usage by the competition, detecting niches and opportunities,
- targets: translating marketing targets into communication and media targets, quantification and definition of targets, target group attitude towards media and product purchase, control of side-effects on a brand and product basis
- effectiveness: contribution of the communication plan to the effectiveness of the marketing mix, links between the media plan and the overall communication effectiveness.
Analysing and selecting communication vehicles: tactical media planning and optimisation
Quantifying and prioritising objectives: reach and frequency distribution levels, optimum contacts, required environment, qualitative aspects, special positions.
Determining estimated net costs of contacts.
Developing plans with alternatives and producing a justified recommendation.
Optimising final plan according to constraints and opportunities within each medium.
Leveraging the purchasing power of the advertiser: negotiating and buying
Analysing terms and conditions of each media vehicle.
Ranking vehicles according to net cost and costing of each plan.
Negotiation strategy for each vehicle.
Proof of insertion and invoicing.
Administrative and financial follow-up: permitting the advertiser to monitor
media purchases and budget status with simple direct access extranets, EDI, etc.
Presenting a detailed post-analysis
Media post-analysis: actual versus objectives (either versus competitive or rate card), qualitative and quantitative, explanation of discrepancies.
Buying post-analysis negotiations and other economic benefits obtained, proof of insertion, check versus orders, compensations and make-goods.
Efficiency post-analysis: role of media in the marketing mix, analysis of effects related to causes.
Section Two: Other Services
Advanced Media strategy/planning:
- definition of targets and objectives: from marketing, sales and communication objectives, with media surveys and consumer databases,
- investment analysis: evaluation of previous investments, optimum budget recommended media mix: media selection, phasing over time, weight of secondary communication channels DM, partnerships, barter, etc.
- multi-brand and/or multi-national co-ordination.
Training and sharing information:
- Designing and circulating regular media information (paper and/or electronic).
- Initiating and investing in proprietary ad-hoc research.
- Permanent monitoring of developments in the media world (nationally and internationally).
II.1.5)Common procurement vocabulary (CPV)
79341000
II.1.6)Information about Government Procurement Agreement (GPA)
The contract is covered by the Government Procurement Agreement (GPA): yes
II.2)Total final value of contract(s)
II.2.1)Total final value of contract(s)
Value: 1 200 000 GBP
Excluding VAT
Excluding VAT
Section IV: Procedure
IV.1)Type of procedure
IV.1.1)Type of procedure
Open
IV.2)Award criteria
IV.2.1)Award criteria
The most economically advantageous tender in terms of
1. Quality. Weighting 80
2. Cost. Weighting 20
1. Quality. Weighting 80
2. Cost. Weighting 20
IV.2.2)Information about electronic auction
IV.3)Administrative information
IV.3.1)File reference number attributed by the contracting authority
EC/0592/media buying
IV.3.2)Previous publication(s) concerning the same contract
Contract notice
Notice number in the OJEU: 2013/S 147-255853 of 31.7.2013
Section V: Award of contract
Contract No: EC0592 Lot title: Media Buying ServicesV.1)Date of contract award decision:
22.11.2013
V.2)Information about offers
Number of offers received: 5
V.3)Name and address of economic operator in favour of whom the contract award decision has been taken
Spiritmedia Scotland Ltd
4 Gayfield Place Lane
EH1 3NZ Edinburgh
UNITED KINGDOM
Internet address: spiritmediaworks.co.uk
V.4)Information on value of contract
Initial estimated total value of the contract:
Value: 1 200 000 GBP
If annual or monthly value:
Value: 1 200 000 GBP
If annual or monthly value:
V.5)Information about subcontracting
Section VI: Complementary information
VI.1)Information about European Union funds
VI.2)Additional information:
(SC Ref:285844)
VI.3)Procedures for appeal
VI.3.1)Body responsible for appeal procedures
VI.3.2)Lodging of appeals
VI.3.3)Service from which information about the lodging of appeals may be obtained
VI.4)Date of dispatch of this notice:
22.11.2013