Best Start in Life (BSiL) - Creative and Strategic Agency 2026 - con_32044

Title

Best Start in Life (BSiL) - Creative and Strategic Agency 2026 - con_32044

Stage

award, contract

Buyer

Department for Education

Buyer id

GB-PPON-PDZG-3487-DPVD

Status

complete

Category

not on file

CPV

not on file

CPV in words

not on file

Estimated value

not on file

Currency

not on file

Released

2026-07-31T16:20:02+01:00

Tenders close

not on file

Contract starts

not on file

Contract ends

not on file

Procedure

Below threshold - limited competition

Description

Contract for a strategic and creative partner to lead the ongoing development and delivery of the Best Start in Life (BSiL) campaign. The appointed agency will act as the lead BSIL agency, working with WPP to provide creative strategy and development, evolving the existing 'Any Questions' creative platform across all campaign themes and life stages; production of campaign assets across all paid channels and formats; brand guardianship of the Best Start in Life brand; creative input to support low/no-cost content for owned and shared channels; and collaboration with DfE, DHSC, and other contracted campaign agencies. The contract will be awarded as a three-year contract (with an optional extension to a fourth year) with annual break clauses. Continuation beyond year one is dependent on Cabinet Office and DfE spend approvals and supplier performance against agreed KPIs. The contract value is up to £2 million over four years excluding VAT, with no commitment to spend. Note: a portion of the annual maximum value is contingency spend.

Open Contracting ID

ocds-h6vhtk-06d938

• ABBOTT MEAD VICKERS.BBDO LIMITED (company), by the party id in the notice · uk companies house, read 2026-10-04

Cite as

Find a Tender (UK above-threshold notices) (UK Cabinet Office, Find a Tender Service), pages.json, sha256 3fa091d38652, published 2026-10-04

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