Government Framework for Campaign Advertising and Related Services 22 February 2012

Protocol & Framework Background A campaign advertising framework has been in operation for a number of years Framework expires on 31 September 2012 GAU & CPD are now required to put in place a new framework for campaign advertising and related services Tendering will begin on 1 April and will take approx 6 months The new framework will be operational from 1 October 2012

What is a Framework? A Framework is an agreement between one or more contracting authorities and one or more economic operators. It establishes the terms and conditions that will apply to secondary competitions. Contracts established under the Framework may extend beyond the life of the Framework. The new Framework will be in place for a period of two years with the option to extend by two further periods of one year each.

How do agencies get on the Framework? Primary Competition Stage 1 The first stage will be a Pre-Qualification Questionnaire (PQQ) The PQQ will assess technical knowledge and experience, capability/capacity and organisational financial standing. There will be pass/fail and scored questions in the PQQ. The PQQ pass mark will be 70% All agencies which pass all elements of the PQQ and score 70% or above will proceed to the next stage – Invitation to Tender. There will be no minimum or maximum number of agencies invited to tender.

How do agencies get on the Framework? Primary Competition Stage 2 Agencies successful at PQQ stage, will be Invited to Tender (ITT). At ITT stage, agencies will be asked to respond to a campaign brief. All agencies, which pass all elements of the ITT and which score 70% or above, will be listed as a service provider for the new Framework. All service providers listed on the Framework will be invited to respond to future secondary competitions.

Timeline for Primary Competition (PQQ & ITT) Advert placed with OJEU & CPD Website 1 April 2012 Closing date for return of PQQs (min 30 days) 3pm, 1 May Issue Invitation to Tender to qualified potential providers 21 May Tender Return Date (min 35 days) 3pm, 25 June Evaluation to be completed by 31 July Commence of mandatory 10 Day Standstill Period 1 August Issue award Letter 10 August Contract commence 1 October 2012 Initial review date 1 April 2013

How will Secondary Competitions operate? All service providers listed on the new Framework will be invited to respond to secondary competitions. All government departments, agencies, NDPBs and ALBs are required to use the Government Framework to procure government campaign advertising. However there may be occasions where the requirement is outside the scope of the Framework. All Secondary competitions will be available through eSourcing NI. Submissions will only be accepted via this system.

There will be 3 categories: Category A Up to £75,000 - one stage competition Category B £75,000 - £175,000 – one stage competition Category C Over £175,000 – two stage competition

Secondary Competitions Category A £75,000 or below One stage competition No creative required Page limits - 4 pages plus Annexes

Category A Competitions Option 1 (includes research) Approach to the client’s requirements Address Key Challenges (35%) Campaign High Level Critical Path (5%) Media Strategy, Rationale and Detailed Media Plan (35%) Proposals for Research & Evaluation (10%) Total Agency Costs Agency income/Direct costs (6%) Indirect costs/Third Party mark-up (3%) Media Rebate (6%)

Category A Competitions Option 2 (excludes research) Approach to the client’s requirements Address Key Challenges (40%) Campaign high level critical path (5%) Media Strategy, Rationale and Detailed Media Plan (40%) Total agency costs Agency income/Direct costs (6%) Indirect costs/Third Party mark-up (3%) Media Rebate (6%)

Secondary Competitions Category B £75,000 - £175,000 One stage competition No creative required Page limits - 22 pages plus Annexes

Category B Competitions Approach to the client’s requirements Address Key Challenges (35%) Campaign High Level Critical Path (5%) Media Strategy, Rationale and Detailed Media Plan (35%) Proposals for Research and Evaluation (10%) Total Agency Costs Agency income/Direct costs (6%) Indirect costs/Third Party mark-up (3%) Media Rebate (6%)

Secondary Competitions Category C Over £175,000 Two stage competition Written submission and presentation required Two options provided for where creative is required and where existing creative will be used Page limits for written submission - 22 A4 pages plus Annexes There will be no page limits for creative submissions at presentation stage

Category C Competitions There will be no shortlisting in Category C competitions. Two stages to Category C competitions both covering one advertising brief (ie we do not propose to issue a separate brief for stage 2, as per the previous Protocol). Stage 1 will be a written submission. Agencies will receive their scores in advance of being invited to Stage 2. Agencies will also be informed of where they are placed in order of merit before proceeding to Stage 2. Stage 2 will be a presentation. Scores from Stage 1 and Stage 2 will be added together to give a total score. The agency with the highest overall score will be awarded the contract.

Category C Competitions Option 1 (with creative development) Stage 1 - written response: Approach to the client’s requirements Address Key Challenges and strategic thinking (25%) Campaign High Level Critical Path (5%) Media rationale and media approach (10%) (a media plan is not required at this stage)

Stage 2 - presentation: Creative proposals (20%) Detailed media plan (15%) Proposals for Research and Evaluation (10%) Total Agency Costs (15%) broken down as follows Agency income/Direct costs (6%) Indirect costs/Third Party mark-up (3%) Media Rebate (6%)

Category C Competitions Option 2 (no creative development) Stage 1 - written response: Approach to the client’s requirements Address Key Challenges and strategic thinking (25%) Campaign High Level Critical Path (5%) Media rationale and media approach (10%) (a media plan is not required at this stage)

Stage 2 - presentation: Campaign delivery (20%) Detailed media plan (15%) Proposals for Research and Evaluation (10%) Total Agency Costs (15%) broken down as follows Agency income/Direct costs (6%) Indirect costs/Third Party mark-up (3%) Media Rebate (6%)

Changes to the Protocol & Framework Category C competitions – as outlined above. There will be no shortlisting ‘Campaign management, systems and processes’ has been removed from the Framework and will be scored at PQQ stage. Only high level critical paths are required at secondary competitions. Artwork - agencies are required to release artwork to GAU at no charge within 5 working days.

Approvals - agencies must ensure that written approvals from broadcast authorities are provided to GAU in advance of TV/radio advertisements being aired. Page Limits – page limits have been introduced for all categories Transmission schedules - agencies are required to provide these to GAU to confirm that TV and radio advertisements have been broadcast. Media rebates – should not be automatically reinvested back into the media plan but returned to the commissioning department as a saving. They can be re- invested during subsequent discussions with departments, agencies, NDPBs or ALBs but there must be clear evidence that it is required.

Digital – agencies will be required to provide regular reports during peak activity reviewing activity, performance and cost. Monthly reports for lower level activity (eg Google PPC) also required. Research – All agencies will be required to provide a written assurance of independence of market research to mitigate any potential for conflict of interest. Agencies are required to seek research proposals from a minimum of two different research agencies and provide a recommendation and rationale on the best approach.

Media Rates GAU has centrally negotiated capped media rates which cover the broad media channels. These rates apply to ALL government work – departments, agencies, NDPBs and ALBs. Agencies on the Framework given access to these rates and must use these as a basis when buying media for campaigns. Agencies are encouraged to negotiate further discounts to ensure value for money. These rates are ‘commercial in confidence’ and all agencies will be required to sign a confidentiality agreement.

Hourly rates and Costs Hourly rates The maximum hourly rates quoted at the Primary Competition will remain fixed for the initial two year period of the Framework Agreement however these hourly rates may be reduced in Secondary Competitions. Costs A break down of budgets is required between direct costs, indirect costs (including third party mark up) and media spend (including retained and rebated commission amounts).

Cost Management Agencies should provide a detailed cost management table after the contract initiation meeting. All costs must be specified in this cost management table. Agencies will be expected to cover any additional costs arising as a result of where they have incorrectly quoted, or failed to quote, for direct or indirect costs. A minimum media rebate of 1.5% below the overall 15% rebate is required for all campaign advertising. GAU will not pay costs for printing of creative mock-ups, storyboards, print-outs etc.

Invoicing Agencies must adhere to the GAU processes for approval, booking and invoicing of all campaign elements. Agency invoices will not be processed unless valid invoices from all third party suppliers, including media with voucher copies of press ads, are attached. Invoices must match costs quoted in the Cost Management Table. GAU reserves the right to inspect independently all invoices and statements in connection with the contract. No additional income streams can be earned from this contract. Any agency earning undisclosed income as a result of this contract will automatically be removed from the Framework.

Contacts Government Advertising Unit Kim Martin, Tel Central Procurement Directorate Louise Thompson, Tel

Questions ?