government framework for campaign advertising and related services 23 november, 2007
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TRANSCRIPT
Agenda
Colm Shannon Introduction
Tom Gilgunn What a framework is
Colm Shannon Overview of protocol
Lorna Armstrong Changes to the protocol
Questions and answers
The Framework
• A Framework is an agreement between one or more contracting authorities and one or more economic operators.
• The Framework 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 Framework
• Criteria used at primary stage must flow through to secondary stage competitions.
• Framework will be in place for an initial periods of two years with the option to extend by two further periods of one year each.
Timelines
NICS Campaign Advertising and Related Services Framework
Advertise Return Evaluation/Alcatel Contract start
______________________________________________________
Mid January Mid-end Feb March 1 April
2008 2008 2008 2008
Competition will be advertised on the CPD website http://www.cpdni.gov.uk
Process for appointment
• Service providers will be appointed following a rigorous and objective evaluation against the stipulated criteria.
• All requirements for campaign advertising should be delivered through this framework, however it is recognised that there may be on occasion a requirement outside the scope of the framework.
• All service providers listed on the framework will be invited to respond to a secondary competition.
E-Sourcing
• Tender documents will be available through CPD’s Electronic Tendering System.
• Submissions of the main document will be accepted via this system.
• Due to the nature of this service, submissions including show reels and additional material will be accepted on hard copy.
The competitions
Primary – to establish the Framework
SecondaryUp to £50,000
£50k to £150k
Above £150k - two stages
Key differences
• Simplified criteria and weightings• Category for smaller value contracts• Case studies dropped from secondary
competitions• Costs no longer evaluated at Stage 1 of
competitions over £150k• Costing model
Evaluating the Framework
Existing
Understanding requirements 15%
Creative effectiveness 20%
Media 20%
New insights 10%
Agency team 15%
Costs 20%
New
Methodology 65%
Experience &15% capabilities
Cost 20%
Framework
Methodology 65%
Understanding of requirement Understanding of the context and issues affecting government advertising
Campaign effectiveness – case studies Planning and managementCreativeMediaEffectiveness
Framework
Experience and capabilities 15%
The experience and capabilities of the agency:
the people
the processes
How these add value and what they will bring to competitions within this Framework
Framework
Cost 20%Hourly rates to be quoted for all categories of staff - tobe charged throughout the Framework
For evaluation – hourly rates for: account direction media direction creative direction strategic direction
Secondary competitions
New category - Up to £50,000Short process – 7 working days, succinct response
Methodology 65% Understanding of requirement, how it will be approached, consideration of evaluationCreative not required, costed media plan
required
Experience & The key people proposed for the project,Capabilities 15% what they bring to it from their experience
£50,000 - £150,000and >£150,000 – stage1
Methodology 65% Campaign development- understanding of requirement- how it will be tackled- the creative approach- media strategy and rationale
Campaign evaluation- proposals for evaluation- tools and techniques
£50,000 - £150,000and >£150,000 stage 1
Experience & capabilities 15%
The team proposed – who and why
what do they bring to this campaign from their
experience
>£150,000 – Stage 2
Presentation of concepts –1 hr
Question and answer session
Methodology 65%
How the creative idea has been developed
Creative execution
Campaignability
Media strategy and rationale
Costed plan
>£150,000 – Stage 2
Experience and capabilities 15%
Project management experience, techniques and skills
Written summary of what has been presented
Media plan
Cost schedule
Cost
Direct costs (capped)
Indirect costs (value of mark up)
Media commission (value of commission rebated)
Cost not evaluated at Stage 1 of competitions over£150,000
Approvals and Reporting
Account NIApproval of costs in advance for each element of work – purchaseorder for exact amountAgree content of invoice with Advertising Unit in advance of issue
Management of costsCost management table updated throughout the project
Media reviews
Agency performance assessment
Contacts
Central Procurement Directorate
Louise Thompson, Lead Procurement Officer
Tel 028 9081 6519
Email [email protected]
Julie-Ann Ferguson, Framework Manager
Tel 028 9081 6318
Email [email protected]