V&A East Museum Media Buying

{
  "awards": [
    {
      "aboveThreshold": true,
      "contractPeriod": {
        "endDate": "2026-08-06T23:59:59+01:00",
        "startDate": "2026-02-07T00:00:00Z"
      },
      "documents": [
        {
          "datePublished": "2026-01-27T09:59:46Z",
          "description": "Transparency notice on Find a Tender",
          "documentType": "awardNotice",
          "format": "text/html",
          "id": "006929-2026",
          "noticeType": "UK5",
          "url": "https://www.find-tender.service.gov.uk/Notice/006929-2026"
        }
      ],
      "hasOptions": true,
      "id": "1",
      "items": [
        {
          "additionalClassifications": [
            {
              "description": "Advertising services",
              "id": "79341000",
              "scheme": "CPV"
            }
          ],
          "deliveryAddresses": [
            {
              "country": "GB",
              "countryName": "United Kingdom",
              "region": "UKI"
            }
          ],
          "id": "1",
          "relatedLot": "1"
        }
      ],
      "mainProcurementCategory": "services",
      "milestones": [
        {
          "dueDate": "2026-02-06T23:59:59Z",
          "id": "1",
          "status": "scheduled",
          "type": "futureSignatureDate"
        }
      ],
      "options": {
        "description": "Option to vary the media required for the campaign to allow for flexibility"
      },
      "relatedLots": [
        "1"
      ],
      "status": "pending",
      "suppliers": [
        {
          "id": "GB-COH-02078820",
          "name": "OMD GROUP LIMITED"
        }
      ],
      "value": {
        "amount": 299875,
        "amountGross": 359850,
        "currency": "GBP"
      }
    }
  ],
  "buyer": {
    "id": "GB-PPON-PQLN-4536-WVGN",
    "name": "Victoria and Albert Museum"
  },
  "date": "2026-01-27T09:59:46Z",
  "id": "006929-2026",
  "initiationType": "tender",
  "language": "en",
  "ocid": "ocds-h6vhtk-060f3e",
  "parties": [
    {
      "address": {
        "country": "GB",
        "countryName": "United Kingdom",
        "locality": "London",
        "postalCode": "SW7 2RL",
        "region": "UKI33",
        "streetAddress": "Cromwell Road"
      },
      "contactPoint": {
        "email": "procurement@vam.ac.uk"
      },
      "details": {
        "classifications": [
          {
            "description": "Public authority - central government",
            "id": "publicAuthorityCentralGovernment",
            "scheme": "UK_CA_TYPE"
          }
        ]
      },
      "id": "GB-PPON-PQLN-4536-WVGN",
      "identifier": {
        "id": "PQLN-4536-WVGN",
        "scheme": "GB-PPON"
      },
      "name": "Victoria and Albert Museum",
      "roles": [
        "buyer"
      ]
    },
    {
      "additionalIdentifiers": [
        {
          "id": "PZNX-4753-GTZL",
          "scheme": "GB-PPON"
        }
      ],
      "address": {
        "country": "GB",
        "countryName": "United Kingdom",
        "locality": "London",
        "postalCode": "SE1 0SW",
        "region": "UKI44",
        "streetAddress": "Bankside 3, 90-100 Southwark Street"
      },
      "contactPoint": {
        "email": "mgomdgovernment@manninggottliebomd.com"
      },
      "details": {
        "scale": "large",
        "url": "https://www.mgomd.com/",
        "vcse": false
      },
      "id": "GB-COH-02078820",
      "identifier": {
        "id": "02078820",
        "scheme": "GB-COH"
      },
      "name": "OMD GROUP LIMITED",
      "roles": [
        "supplier"
      ]
    }
  ],
  "tag": [
    "award",
    "contract"
  ],
  "tender": {
    "description": "We are launching our new museum in east London on April 18, 2026. The launch of V\u0026A East Museum is a pivotal moment for the V\u0026A. It presents a unique opportunity to attract both existing and entirely new audiences. We needed a holistic media strategy that will not only attract entirely new audiences but also span the launch of the Museum and its inaugural temporary exhibition - The Music is Black: A British Story. In order to reach these new audiences who wouldn\u0027t normally consider going to a Museum, we needed a bespoke media campaign that would show up unlike any campaign the target audience will have experienced from a museum.\nFor this campaign, we opted to use Manning Gottlieb OMD (a division of OMD Group Limited) as the provider of Media Services under CCS framework agreement RM6123. We chose this framework as it offered a compliant and speedy route to market with a single supplier that had an excellent reputation, and our initial conversation with them showed that they could meet their brief.\nDespite our intention to use the CCS framework, it has since emerged that this is not feasible because:\n1.\tThis is a complicated and bespoke campaign. Once the strategy was handed to the OMD government buying team, it became apparent that there were extra layers of approval baked into the framework agreement that we (and the OMD planning team) were not aware of.\n2.\tThe approval process would apply to the V\u0026A because of our classification as a central government authority. However, the framework agreement does not take into account our Cultural Freedom Bodies Freedoms Charter that exempt us from the spend control for advertising, marketing, and communications.\n3.\tThere are approvals required because of non-standard special build out-of-home elements of the campaign. These elements are key for reaching these new audiences.\n4.\tThe approvals required under the CCS framework would delay our campaign to the point where it would not meet the timescales of our launch, severely affecting our ability to market these historic events. We\u0027ll also lose our opportunity to interact with the audiences and seed the story of the museum before it opens.",
    "documents": [
      {
        "description": "Not published",
        "documentType": "conflictOfInterest",
        "id": "conflictOfInterest"
      }
    ],
    "id": "VA/CON/F25/60",
    "legalBasis": {
      "id": "2023/54",
      "scheme": "UKPGA",
      "uri": "https://www.legislation.gov.uk/ukpga/2023/54/contents"
    },
    "lots": [
      {
        "id": "1",
        "status": "complete"
      }
    ],
    "procurementMethod": "direct",
    "procurementMethodDetails": "Direct award",
    "procurementMethodRationale": "Having produced the strategy, OMD are now required to deliver it. We have a trusted team who are embedded in the launch strategy. They\u0027ve are working closely alongside our creative agencies to develop the launch campaign creative  and we need a team who understand the nuances of a highly complicated launch and multi-faceted campaign.  \nWe engaged with OMD in good faith that the framework route was viable. The time and cost of change prohibits us from considering an alternative.",
    "procurementMethodRationaleClassifications": [
      {
        "id": "singleSuppliersTechnicalReasons"
      },
      {
        "id": "additionalRepeatExtensionPartialReplacement"
      }
    ],
    "status": "complete",
    "title": "V\u0026A East Museum Media Buying"
  }
}