Through the Line Creative

Description

This is a Call for Competition under PCR (2015) on behalf of Transport for London inviting candidates to enter the prequalification phase for Through the Line Creative services. Expressions of interest are invited by completion of a Supplier Selection Questionnaire (SSQ), which is found at the SAP ARIBA address above. Transport for London (TfL) wishes to appoint a best-in-class creative and production, advertising and marketing agency to deliver integrated reputation building, revenue generation and behaviour change campaigns. Working in partnership with the Creative Agency will enable TfL to deliver effective marketing campaigns in support of TfL's business objectives. The Service Provider must be capable of long-term strategic thinking for the TfL brand across the full portfolio, as well as for individual integrated campaign briefs. Our marketing and behaviour change programmes are aligned to the Mayor's Transport Strategy, TfL's business plan and the Customer Strategy. The current priorities (which are subject to change once the new Mayor's Transport Strategy is issued) include campaigns to: • Encourage more use of public transport and more walking and cycling. • Encourage drivers to drive more safely. • Encourage safer behaviour and reduce antisocial behaviour on public transport. • Maximise engagement and behaviour change around road user charging with road users. • Help manage TfL's reputation and its drivers, particularly care, trust and momentum. • Reach all of London's diverse communities, particularly those from Black and Asian minority heritage and those with a disability. The services are required to commence from 1st June 2025. The Creative Agency Framework will allow TfL and the London Legacy Development Corporation (LLDC) to utilise an agency for any marketing and behaviour change projects. These projects play an important role providing information to customers around multiple TfL initiatives and services. Key objective: A framework is required to enable TfL to plan and deliver effective marketing campaigns in support of business objectives, specifically, to provide through-the-line strategic thinking, off-line below-the-line planning and buying, print management and development and production of creative work. To be able to participate in the tender, suppliers must be registered on TfL's SAP Ariba system. Details are provided in this notice. Lot 1: TfL is seeking a Creative Agency to support its marketing and behaviour change projects. TfL requires a contract to be put in place for 1st June 2025. TfL is conducting a competitive tender for this Contract for a duration of two (2) years from the Contract Commencement Date with the option, at the Authority's Sole Discretion, to extend for further periods up to a maximum of three (3) years.