Government Framework for Campaign Advertising and

Related Services23 November, 2007

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 Protocol

• Governs secondary competitions• Provides a consistent approach

Feedback

Briefing

Objective setting

Timescales

Evaluation and scoring

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 louise.thompson@dfpni.gov.uk

Julie-Ann Ferguson, Framework Manager

Tel 028 9081 6318

Email julie-ann.ferguson@dfpni.gov.uk

The framework and protocol

Questions