TenderlineUK
Procurement Intelligence
Search
Find a TenderAwardedContract details notice
Published 22 May 2025, 13:50 BST

Official UK procurement notice

Cymru Wales Brand - Nation Marketing

Official notice

Authority: Llywodraeth Cymru / Welsh Government (Central government)

Framework agreement3 lotsServicesCompetitive flexible procedureAbove thresholdSME suitableVCSE suitableMax 2 lots to bidMax 2 lots per supplier
Sectors: Business Services & Consultancy (79) Delivery: UKWales (UKL)
Framework ceiling (notional)£100,000,000total for 3 lots · framework ceiling, not attributable revenue · 1 value update
Submissions closed 12 Mar 2026awarded 22 Jun 2026
Awarded to ALAW CYF +6 more3 awards
Framework period 3 yrsends 1 Jun 2029 · up to 1 Jun 2030 with extensions · starts 1 Jun 2026

What is being bought3 lots · detail below

Published requirement description

Notice confirming award following recent procurement of brand marketing services

  • The authority expects to re-tender this requirement around 1 Jan 2029, 23:59 GMT.
  • How the procedure runs: Tender Stage 1 will include completion of a qualification, technical, social value and commercial response Those suppliers invited to Tender Stage 2 will participate in an additional presentation stage. Full details can be found in the ITT.

CPV: Advertising and marketing services

How this framework works

From the published notice
Type
Closed framework
Call-offs
call-offs may be awarded directly or by further competition
Places
up to 6 suppliers · 19 bids on the busiest of 2 lots (3.2 per place) · 8 appointed (full)
Framework period
3 yrs · up to 4 yrs from 1 Jun 2026, N/A
Supplier levy on call-offs (max %)
N/A
Published description of the framework

Lot 1 - single supplier, direct award

Lot 2 - 5 suppliers, direct award or mini-competition as outlined in tender documents

Lot 3 - single supplier, direct award

Call-offs published through it1

Notices that name this framework as their framework in the official record. Many call-offs are never published, so this is a floor, not utilisation.

Lots and requirements (3)Procurement structure

3 lots · all with a published value · a supplier may bid for at most 2 and win at most 2 of them · evaluation weights differ by lot

Every one of these 2 lots carries the same published figure, £40,000,000: it is the framework's maximum for the whole notice, not each lot's own budget, and no share per lot is published. The cards below say ceiling above rather than repeat it.

Lot #1Brand, Campaign Creative DeliveryAwardedRenewal UK, Wales 3 yrsSMEVCSEceiling above

Lot 1 is responsible for setting the brand and creative direction for all Cymru Wales campaigns. Acting as the central point for delivery, Lot 1 collaborates closely with Lot 2, Lot 3, in-house teams, and other suppliers to coordinate marketing efforts. This ensures that all activities adhere to established brand guidelines. Full details in the Specification.

Contract period: 1 Jun 2026 – 1 Jun 2029 (3 yrs) · up to 1 Jun 2030 with extensions
Delivery: UK, WalesEligibility: SME eligibleVCSE eligible
Extensions: The Contract can only be extended in accordance with Condition 3 (Commencement and Duration) of the Welsh Government’s Standard Conditions of Contract for Services. Any variation to these dates must be agreed in writing by the Client and the successful Bidder in accordance with the Welsh Government’s Standard Conditions of Contract for Services.
79340000 Advertising and marketing services
Pre-qualification & selection criteria (PQQ)2
  • Economic & financial standing

    As detailed in the qualification envelope

  • Technical & professional ability

    Detailed in the specification

Lot #2Brand Media ProductionAwardedRenewal Wales 3 yrsSMEPublished value£20,000,000

The source published no individual description for this lot.

Contract period: 1 Jun 2026 – 1 Jun 2029 (3 yrs) · up to 1 Jun 2030 with extensionsValue: £20,000,000 exc. VAT · £24,000,000 inc. VAT
Delivery: WalesEligibility: SME eligible
Extensions: The Contract can only be extended in accordance with Condition 3 (Commencement and Duration) of the Welsh Government’s Standard Conditions of Contract for Services. Any variation to these dates must be agreed in writing by the Client and the successful Bidder in accordance with the Welsh Government’s Standard Conditions of Contract for Services.
79340000 Advertising and marketing services
Pre-qualification & selection criteria (PQQ)2
  • Economic & financial standing

    Detailed in qualification envelope

  • Technical & professional ability

    Detailed in specification.

Lot #3Cymru Wales Digital DeliveryAwardedRenewal Wales 3 yrsSMEceiling above

Lot 3 requires expertise in digital delivery, acting as a strategic checkpoint for monitoring and enhancing digital performance across all Cymru Wales brand activity.

This includes planning, purchasing, and optimising digital media campaigns to ensure maximum reach and impact. Lot 3 also offers expert guidance on emerging digital channels, tools, and opportunities, helping the Cymru Wales brand stay ahead in a fast-changing landscape. Working closely with Lot 1 and Lot 2, as well as in-house teams, Lot 3 ensures that digital execution is aligned with creative direction and production quality, driving consistent and effective brand presence across all platforms.

Full details in specification.

Contract period: 1 Jun 2026 – 1 Jun 2029 (3 yrs) · up to 1 Jun 2030 with extensions
Delivery: WalesEligibility: SME eligible
Extensions: The Contract can only be extended in accordance with Condition 3 (Commencement and Duration) of the Welsh Government’s Standard Conditions of Contract for Services. Any variation to these dates must be agreed in writing by the Client and the successful Bidder in accordance with the Welsh Government’s Standard Conditions of Contract for Services.
79340000 Advertising and marketing services
Pre-qualification & selection criteria (PQQ)2
  • Economic & financial standing

    details in qualification envelope

  • Technical & professional ability

    details in specification

What it takes to win
i

How this buyer will score bids.

The evaluation criteria and weights exactly as published on the notice, grouped by family (price, quality, social value and so on).

Evaluation split and conditions of participation as published; the tender pack may add more
How bids were scored

Lots publish different evaluation splits; there is no single procedure weighting.

LotQualityPriceSocial valueSplit
1 · Brand, Campaign Creative Delivery60%30%10%
2 · Brand Media Production70%30%—
3 · Cymru Wales Digital Delivery60%30%10%
Lot distribution rule: Lot 1: 1 supplier Lot 2: 4 suppliers Lot 3: 1 supplier
What this means for your bid
  • Price carries 30 points on every lot: a 10% discount moves about 3 points.
  • “Cymru Wales Brand - Nation Marketing” is a framework: the contest is a place on its panel, up to 6 suppliers, not a single contract: call-offs may be direct or by further competition.

Price arithmetic assumes straight proportional scoring; the tender pack may use another formula.

Procedure terms & legal framework

From the official record
Procedure method
Competitive flexible procedure
Legal basis
UKPGA · 2023/54 Procurement Act 2023
Procurement category
Services
Notice status
Awarded
Procurement threshold
Above threshold (FTS publication)
Regulatory regime
Standard
Commercial structure
Framework agreement
Who may use this agreement
Not stated in the notice; call-off rights may be limited to the establishing authority
Competition type
Competitive procedure
GPA / WTO covered
Yes (GPA)
Recurring procurement
Yes · next expected 1 Jan 2029
First published
22 May 2025, 13:50 BST
Last source update
7 Aug 2026, 15:49 BST
Award evaluation window
Submission end – 12 May 2026
Authority reference
C100/2025/2026
FTS notice number
2026/S 000-013021
Latest notice
Contract details notice (UK7)
Classification (CPV)
Advertising and marketing services
Delivery area
UKWales (UKL)
Official registry OCID
ocds-h6vhtk-051dd6 Find a Tender
Contract terms summary

To be outlined in the specification

How it runs

Tender Stage 1 will include completion of a qualification, technical, social value and commercial response

Those suppliers invited to Tender Stage 2 will participate in an additional presentation stage.

Full details can be found in the ITT.

Review and risk notes
Risks

To be outlined in the specification

How it was run

Official notice
Run through: Sell2Wales · Who buys & how to bid on Sell2Wales
Electronic submission allowedLanguage: EN, CY
Appointment period ends
12 Mar 2026, 12:00 GMT
Clarification deadline
5 Mar 2026, 12:00 GMT
Submission channel
Official e-sourcing portal
Electronic submission
Allowed
Accepted languages
en, cy
Supplier levy on call-offs (max %)
call-off levy · N/A
Detailed submission instructions & authority contactsFrom official release

etenderwales.bravosolution.co.uk- ↗ The authority is using eTenderwales to carry out this procurement process. The first person from your Organisation to use the Platform will be required to register on behalf of the Organisation.Registration involves accepting a User Agreement, and providing basic information about your Organisation and about the User performing the Registration.The User who performs the Registration becomes the Super User for the Organisation. On registering on the Platform the Super User will select a Username and will receive a password.The Password will be sent by e-mail to the email address that was specified in the User Details section of the Registration page.In order to log-in to the Platform please enter your Username and Password.If you forget your Password then visit the homepage and click “Forgot your password?” Registration should only be performed once for each Organisation.If you think that someone in your Organisation may have already registered on this Platform then you must not register again.Please contact the person who Registered (i.e. the Super User) in order to arrange access to the Platform.Contact the Helpdesk immediately if you are unable to contact the Super User (for example if they have left your Organisation).If your Organisation is already registered on the Platform then you must not make any additional registration. ITT responses must be uploaded to the BravoSolution portal by the deadline as instructed in the ITT.

How To Find The ITT:- Once logged in you must click on ‘PQQs/ITT’s Open to all Suppliers’The e-tender references for this contract are: project_62003, itt_122864. Click on the title to access summary details of the contract. If you are still interested in submitting a tender, click the ‘Express an Interest button’. This will move the PQQ/ITT from the ‘Open to all Suppliers’ area to the ‘My PQQ/ITT’s’ on the home page. You will then see the full details of the Tender in the qualification and technical envelopes along with any relevant documents in the ‘Attachments’ area.Should you have any questions on the Tender, please use the ‘Messages’ area to contact the buyer directly – Please do not contact the named person at the top of this notice.

Timeline

22 May 2025 → 7 Aug 2026 · 11 dates
  1. Planning notice published
    22 May 2025, 13:50 BST
  2. Market engagement390 days ago
    26 Sept 2025, 23:59 BST

    An online event will be held by the buying organisation on 02/09/2025. This event will provide further information on the requirements and procurement process. To register your interest and be sent an invite please email: [email protected]

  3. Next notice expected379 days ago
    7 Oct 2025, 23:59 BST
  4. Tender notice published252 days ago
    12 Feb 2026, 15:12 GMT
  5. Clarification questions by231 days ago
    5 Mar 2026, 12:00 GMT
  6. Admission / appointment period ends224 days ago · period end, not a bid countdown
    12 Mar 2026, 12:00 GMT
  7. Award decision expected by162 days ago
    12 May 2026, 23:59 BST
  8. Contract starts143 days ago
    1 Jun 2026, 00:00 BST
  9. Assessment summaries sent122 days ago
    22 Jun 2026, 00:00 BST
  10. Standstill ends112 days ago
    1 Jul 2026, 23:59 BST
  11. Latest notice published76 days ago
    7 Aug 2026, 15:49 BST

Notice history

13 events · 6 releases on Find a Tender · since 22 May 2025
  1. Pipeline notice published
    22 May 2025, 13:50 BST
    UK1
  2. Preliminary market engagement notice published
    19 Aug 2025, 11:26 BST
    UK2
  3. Published value published: £100,000,000
    19 Aug 2025, 11:26 BST
  4. Tender notice published
    12 Feb 2026, 15:12 GMT
    UK4
  5. Status changed to active
    12 Feb 2026, 15:12 GMT
  6. Procurement method changed
    12 Feb 2026, 15:12 GMT
  7. Deadline published: 12 Mar 2026, 12:00 GMT
    12 Feb 2026, 15:12 GMT
  8. Contract award notice published
    5 Jun 2026, 16:23 BST
    UK6
  9. Status changed to complete
    5 Jun 2026, 16:23 BST
  10. Contract signature expected
    18 Jun 2026, 23:59 BST
    scheduled
  11. Contract award notice published
    22 Jun 2026, 16:38 BST
    UK6
  12. Contract signature expected
    2 Jul 2026, 23:59 BST
    scheduled
  13. Contract details notice published
    7 Aug 2026, 15:49 BST
    UK7
Routine re-releases (6)
  • 2026-02: 1 release · 12 Feb 2026
  • 2025-08: 1 release · 19 Aug 2025
  • 2025-05: 1 release · 22 May 2025

Commercial outcome & contract awards

Published awards, contracts and bid statistics, not a forecast
Suppliers appointed 8admitted to the panel · see the list ↓
Bids received 1915 from SMEs · busiest of 2 lots
Contracts signed 7latest 1 Jul 2026

£39,333,333 is the framework's published maximum, restated by the publisher on 2 award rows. It is one ceiling, not 2 separate sums, and no share per lot is published; those rows read “ceiling above”.

Awarded toValueDateStatus
Lot 1 · Brand, Campaign Creative Delivery1 award
Cowshed Communication Ltd (Consortium bid - Grwp Undod. Cowshed is the lead contractor and W Lotus, Goodstuff and Arena Projects are consortia members)22 Jun 2026 – 21 Jun 2029 · up to 21 Jun 2030Extensions: Length of Extension (if applicable): Annual extension to a maximum of 4 years in total. 3 years initial duration + 1 year optional extension. The Contract can only be extended in accordance with Condition 3 (Commencement and Duration) of the Welsh Government’s Standard Conditions of Contract for Services. Any variation to these dates must be agreed in writing by the Client and the successful Bidder in accordance with the Welsh Government’s Standard Conditions of Contract for Services.ceiling above5 Jun 2026Awarded
Lot 2 · Brand Media Production1 award
ALAW CYF, ATEBOL CYFYNGEDIGSME, BOOM CYMRU TV LTD, Storm and Shelter, Working WordSME2 Jul 2026 – 1 Jul 2029 · up to 1 Jul 2030Extensions: The Contract can only be extended in accordance with Condition 3 (Commencement and Duration) of the Welsh Government's Standard Conditions of Contract for Services.£20,000,00022 Jun 2026Awarded
Lot 3 · Cymru Wales Digital Delivery1 award
Golley Slater Group Ltd - Group Consortium - Golley Slater Group Limited is the lead member. Liberty Marketing Limited is part of the group22 Jun 2026 – 21 Jun 2029 · up to 21 Jun 2030Extensions: Length of Extension (if applicable): Annual extension to a maximum of 4 years in total. 3 years initial duration + 1 year optional extension. The Contract can only be extended in accordance with Condition 3 (Commencement and Duration) of the Welsh Government’s Standard Conditions of Contract for Services. Any variation to these dates must be agreed in writing by the Client and the successful Bidder in accordance with the Welsh Government’s Standard Conditions of Contract for Services.ceiling above5 Jun 2026Awarded

4 suppliers are admitted to this framework without individual award values or dates, see the supplier list below.

Contracts

All 5 of these contracts carry the same published figure, £4,000,000, the framework's maximum for the whole notice, not each contract's own value. They are not eleven separate sums.

  • Brand, Campaign Creative Delivery · Cowshed Communication Ltd (Consortium bid - Grwp Undod. Cowshed is the lead contractor and W Lotus, Goodstuff and Arena Projects are consortia members)

    Signed
    1 Jul 2026
    Value
    £39,333,333
    Period
    2 Jul 2026 – 1 Jul 2029 · up to 1 Jul 2030 with extensions
    Status
    active
    Extensions
    Annual extension to a maximum of 4 years in total. 3 years initial duration + 1 year optional extension. The Contract can only be extended in accordance with Condition 3 (Commencement and Duration) of the Welsh Government’s Standard Conditions of Contract for Services. Any variation to these dates must be agreed in writing by the Client and the successful Bidder in accordance with the Welsh Government’s Standard Conditions of Contract for Services.
    3 agreed KPIs: Timely submission of specific campaign performance Indicators · Quality of Goods/Services Delivered (Quality Performance KPI) · Timely Submission of Social Value reporting
    • Timely submission of specific campaign performance Indicators
    • Quality of Goods/Services Delivered (Quality Performance KPI)
    • Timely Submission of Social Value reporting

  • Cymru Wales Digital Delivery · Golley Slater Group Ltd - Group Consortium - Golley Slater Group Limited is the lead member. Liberty Marketing Limited is part of the group

    Signed
    1 Jul 2026
    Value
    £39,333,333
    Period
    2 Jul 2026 – 1 Jul 2029 · up to 1 Jul 2030 with extensions
    Status
    active
    Extensions
    Annual extension to a maximum of 4 years in total. 3 years initial duration + 1 year optional extension. The Contract can only be extended in accordance with Condition 3 (Commencement and Duration) of the Welsh Government’s Standard Conditions of Contract for Services. Any variation to these dates must be agreed in writing by the Client and the successful Bidder in accordance with the Welsh Government’s Standard Conditions of Contract for Services.
    3 agreed KPIs: Timely submission of specific campaign performance Indicators · Quality of Goods/Services Delivered (Quality Performance KPI) · Timely Submission of Social Value reporting
    • Timely submission of specific campaign performance Indicators
    • Quality of Goods/Services Delivered (Quality Performance KPI)
    • Timely Submission of Social Value reporting

  • Brand Media Production (Alaw) · ALAW CYF, ATEBOL CYFYNGEDIGSME, BOOM CYMRU TV LTD, Storm and Shelter, Working WordSME

    Signed
    1 Jul 2026
    Value
    ceiling above
    Period
    2 Jul 2026 – 1 Jul 2029 · up to 1 Jul 2030 with extensions
    Status
    active
    Extensions
    The Contract can only be extended in accordance with Condition 3 (Commencement and Duration) of the Welsh Government's Standard Conditions of Contract for Services.
    3 agreed KPIs: Timely submission of specific campaign performance Indicators · Quality of Goods/Services Delivered (Quality Performance KPI) · Timely Submission of Social Value reporting
    • Timely submission of specific campaign performance Indicators
    • Quality of Goods/Services Delivered (Quality Performance KPI)
    • Timely Submission of Social Value reporting

  • Brand Media Production (Atebol)

    Signed
    1 Jul 2026
    Value
    ceiling above
    Period
    2 Jul 2026 – 1 Jul 2029 · up to 1 Jul 2030 with extensions
    Status
    active
    Extensions
    The Contract can only be extended in accordance with Condition 3 (Commencement and Duration) of the Welsh Government's Standard Conditions of Contract for Services.
    3 agreed KPIs: Timely submission of specific campaign performance Indicators · Quality of Goods/Services Delivered (Quality Performance KPI) · Timely Submission of Social Value reporting
    • Timely submission of specific campaign performance Indicators
    • Quality of Goods/Services Delivered (Quality Performance KPI)
    • Timely Submission of Social Value reporting

  • Brand Media Production (Boom Cymru)

    Signed
    1 Jul 2026
    Value
    ceiling above
    Period
    2 Jul 2026 – 1 Jul 2029 · up to 1 Jul 2030 with extensions
    Status
    active
    Extensions
    The Contract can only be extended in accordance with Condition 3 (Commencement and Duration) of the Welsh Government's Standard Conditions of Contract for Services.
    3 agreed KPIs: Timely submission of specific campaign performance Indicators · Quality of Goods/Services Delivered (Quality Performance KPI) · Timely Submission of Social Value reporting
    • Timely submission of specific campaign performance Indicators
    • Quality of Goods/Services Delivered (Quality Performance KPI)
    • Timely Submission of Social Value reporting

  • Brand Media Production (Storm & Shelter)

    Signed
    1 Jul 2026
    Value
    ceiling above
    Period
    2 Jul 2026 – 1 Jul 2029 · up to 1 Jul 2030 with extensions
    Status
    active
    Extensions
    The Contract can only be extended in accordance with Condition 3 (Commencement and Duration) of the Welsh Government's Standard Conditions of Contract for Services.
    3 agreed KPIs: Timely submission of specific campaign performance Indicators · Quality of Goods/Services Delivered (Quality Performance KPI) · Timely Submission of Social Value reporting
    • Timely submission of specific campaign performance Indicators
    • Quality of Goods/Services Delivered (Quality Performance KPI)
    • Timely Submission of Social Value reporting

  • Brand Media Production (Working Word)

    Signed
    1 Jul 2026
    Value
    ceiling above
    Period
    2 Jul 2026 – 1 Jul 2029 · up to 1 Jul 2030 with extensions
    Status
    active
    Extensions
    The Contract can only be extended in accordance with Condition 3 (Commencement and Duration) of the Welsh Government's Standard Conditions of Contract for Services.
    2 agreed KPIs: Timely submission of specific campaign performance Indicators · Quality of Goods/Services Delivered (Quality Performance KPI)
    • Timely submission of specific campaign performance Indicators
    • Quality of Goods/Services Delivered (Quality Performance KPI)

Bid statistics published by the authority

LotBidsSMEVCSEValid bid range
2 · Brand Media Production19final-stage tenders150—
3 · Cymru Wales Digital Delivery5final-stage tenders · 8 at stage one30—

Contracting authority & participating public bodies

Llywodraeth Cymru / Welsh Government

Contracting authorityPublic authority - central governmentWelsh devolved regulations apply GB-PPON: PQYQ-3841-BHTP Gwasanaethau Caffael Corfforaethol / Corporate Procurement Services, Cardiff, Wales, CF10 3NQContact name, email

Framework contractors & participating bidders

11 commercial parties on the notice

Official documents & specifications (13)

Official links; attachments are not copied

Notices published for this procedure

Show 5 more notices
  • Contract award notice awardContract award noticeUK6Contract award notice on Find a Tender
  • Contract award notice awardContract award noticeUK6Contract award notice on Find a Tender
  • Tender notice tenderTender noticeUK4Tender notice on Find a Tender
  • Preliminary market engagement notice planningPreliminary market engagement noticeUK2Preliminary market engagement notice on Find a Tender
  • Pipeline notice planningPipeline noticeUK1Pipeline notice on Find a Tender