Key information
Executive summary
This report seeks approval to access the Media Buying framework which was awarded by TFL as part of the GLA Collaborative Procurement Programme. The MPS seeks approval to award a call-off contract for a maximum period of four years. The average spend per year is expected to be £3m or £12m over the contract duration of four years. The contract with MediaEdge CIA (MEC) will replace the current contract which expires on 30 June 2017.
Recommendation
The Deputy Mayor for Policing and Crime is asked to
1. Approve access to the Transport for London framework and award a call off contract for 1+1+1+1 years for media buying and planning services. The contract value will be up to £3m per annum, totalling £12m over the four year period. The supplier of these services will be MediaEdge CIA.
2. To note that any expenditure against this contract will be subject to normal governance and funded from existing revenue budgets which include the Directorate of Media and Communication (DMC) publicity budget, the recruitment marketing budget and a separate Counter Terrorism grant.
3. To note in order to establish ongoing value for money, the DMC have appointed a media buying auditor. This will enable a more specific benchmarking to be conducted based on the MPS’ requirements.
Non-confidential facts and advice to the Deputy Mayor for Policing and Crime (DMPC)
1. Introduction and background
1.1. The MPS will use the Media Buying and Planning Services contract to plan and purchase advertising space in the most cost effective way by maximising the economies of scale achieved by buying space through a large media agency. The MPS buys advertising space for publicity, recruitment and corporate advertising campaigns.
1.2. In 2015, the MPS joined the GLA Collaborative Procurement Programme which has the aim of delivering third party contracts where it has commonality with other members of the GLA Family. The contract for media buying was awarded to MediaEdge CIA (MEC) as the sole provider. The MPS is now requesting approval to award a call off contract from the framework for four years via direct award.
2. Issues for consideration
2.1. The MPS will not have a contracted media buying agency, if it does not access this framework. This will impact on the MPS’s ability to deliver key programmes of work such as ‘BeSafe’ crime prevention campaign and recruitment advertising campaigns.
3. Financial Comments
3.1. The MPS requires funding of £12m over the four year contract period and this funding is provided for in existing budgets.
3.2. Further details are discussed in the Part 2.
4. Legal Comments
4.1. There are no legal implications arising from this report.
5. Equality Comments
5.1. There are no direct equality or diversity implications arising from this report
6. Background/supporting papers
6.1. Report.
Signed decision document
PCD 219