Provision of Creative Marketing and Advertising Services

Rail Delivery Group (RDG) is a membership body representing interests of train operating companies in Great Britain.

We are going through an exciting time of transformation in the rail industry where we can promote train travel as a category working as an extension of the Great British Transition Team (soon to become Great British Railway)

We are looking to procure a full-service creative agency to develop creative strategy and advertising work to drive demand of train travel across Britain as well as optimise sales of national products such as Railcards.

We would like a partner who will become an extension of our teams, who will get under the skin of our business, and drive us forward to deliver the highest possible return during this exciting period of change.

In this process we want to be challenged in our thinking, ways of working, approach to channels, and efficiencies in our production and content strategies, to really do things differently, for the better.

We value:

• Dynamism, creativity, customer-centricity, and a profoundly strategic and results-oriented approach.
• Flexibility and agility with the ability to solve creative challenges quickly and respond to urgent requests.
• Evidence of thinking differently and creating propositions that are future proofed.
• Evidence of taking data and insights into action.
• Understanding of the current communications landscape, the art of the possible, and consumer and market trends.
• Ideas and approaches that will drive real efficiency through smarter working.
• A truly open and collaborative relationship.

Tenderers are required to demonstrate they can provide a full design service across all types of projects. This may include, but is not limited to:

• Development of creative strategy, insights driven and future proof.
• Creative development for behaviour change campaigns, perception and awareness campaigns and commercial conversion campaigns.
• Creative development, concept, design and content across multi-channels, e.g. TV, ATL & Digital (including but not limited to: digital banners, social ads, influencer content, YouTube, in-game, app advertising)
• Effective account structure with high skilled professionals.
• Production and execution of shoot days for TVCs and other required channels - when required.
• Decipher media plans and create content suitable for the channel, specification and audience
• Work collaboratively with the media agency from brief to response to creation and to content trafficking.
• Designing brand identity including: logo, core messages, defining brand values, developing/producing multi-channel brand guidelines, proofing, and pagination.

The agency will be required to advise and ensure RDG creative content is working effectively across chosen media channels and formats to drive demand of train travel and optimise the sales of Railcards.

Currently, all creative concepting, management, development and trafficking is delivered by an agency who undertake all creative aspects for RDG.

RDG requires a cost-effective, professional agency, that will provide:

• Creative planning to be based on strategic direction whilst also ensure we keep relevant and inspirational across all channels (channels include: i) digital: social, display etc. ii) ATL Channels: TV, radio and outdoor).
• Develop and execute comprehensive creative strategies and concepts to maximise ROI against all channels.
• Proactively and collaboratively work with RDG's media agency to plan and deliver RDG advertising and marketing campaigns pro-actively identify and assess new opportunities and developments within creative and trends that may impact RDG in the short and long term.
• As appropriate or requested, evaluate and present creative opportunities for RDG consideration throughout the contract period.
• Brand safety: regularly reviewing the requirements and ensuring brand safety guidelines are adhered to.