Communication Performance Audit and Analysis

Marketing audit, performance review and strategic advice services for all campaign activity including media, creative, production, events and research.

Description

Designed in collaboration with the Government Communication Service (GCS) to provide all the services needed to improve campaign outcomes for public sector marketing and communications teams. The agreement is set up to increase value across all paid communication activities, establish best practice, identify inefficiencies, and improve behaviours.

The agreement is divided into 3 lots. Lot 1 and 2 are direct award. For lot 3 the default option will be to run a further competition but it also has a direct award facility providing the criteria is met.

Under the agreement buyers can:

  • review total end-to-end campaign spend, or look at a specific element such as media
  • measure real-time performance of campaigns in the UK and international markets
  • get independent performance, assurance, auditing and marketing advice services
  • assess existing marketing contracts including those not through a CCS framework

The agreement is open to all UK public sector organisations including central government departments and their agencies, the wider public sector and the third sector, such as registered charities. 

This 3-year agreement expires on 8 March 2023 and has an extension option for an additional 12 months.

Benefits

  • transparent pricing – fixed maximum hourly rates for all services available
  • direct award – lot 1 and lot 2 are single agency (direct award) agreements and lot 3 has a direct award facility providing your needs meet the criteria
  • simple, and direct access – tap in to industry experts within the marketing audit sector
  • all services in one place – the ability to assure, maximise, and plan all campaign related activity effectively in a single place on both CCS and non-CCS frameworks
  • small and medium enterprises (SMEs) – 60% of suppliers are categorised as SMEs providing a good mix of agency sizes and social value opportunities

Products and suppliers

There are 5 suppliers on this framework

Lot 1: Contract and Pricing Compliance
The measurement and validation of marketing services provided under the buyers call-off contract against the delivery of: commercial and contractual commitments, benchmarking and validation of pricing commitments and rebates.

Expires:

1 suppliers

Lot 2: Effectiveness and Outcomes
Includes identification of opportunities and strategies for media, creative, production, social and overall campaign effectiveness. Identification of price and quality improvements and the measurement of outcome performance and delivery across the marketi

Expires:

1 suppliers

Lot 3: Ecosystem Strategic Advice and Support
Strategic market advice including: brand and/or campaign communication strategies, thought leadership from a creative, social, production, media industry, business transformation/change programmes, briefing advice, identifying new technologies and best pr

Expires:

4 suppliers

How to buy

Before using this agreement

Please read the customer guidance document, and seek internal approval from your organisation prior to using the agreement.

If you are in central government and spending over £100,000, you must also get approval from the Professional Assurance Group.

Refer to the Government Communication Service website, or email your questions about the approval process.

There are 2 ways to buy:

    1. Lot 1 and 2 direct award only
    2. Lot 3 further competition and direct award

For lots 1 and 2, you can simply complete your statement of requirement and put a contract in place using the order form template and call-off schedules.

For lot 3, the default option will be to run a further competition before appointing an agency. Direct award is only allowed if you meet the criteria set out in the guidance document.

You can undertake fair and transparent pre-market engagement activity and further competition with the framework agencies through the CCS eSourcing suite:

Alternatively, you can use your own sourcing tool.

Charge for central government

Central government buyers (including departments’ arm’s length bodies, non- departmental public bodies and executive agencies) using this framework are required to pay a charge of 1% of the total contract value.

The charge is a set contribution for all government communications expenditure through the frameworks and funds the Government Communication Service (GCS). It has been in existence since 2013 and approved by the Civil Service Board, Ministerial Board and with the agreement of all directors of communications.

The 1% management charge is collected by suppliers on behalf of GCS and is added to the total net value of each invoice. This charge is not payable by any buyers other than central government organisations.