Denmark – Advertising and marketing services – Rammeaftale om levering af mediebureauydelser

The contracting authority wishes to enter into a non-exclusive framework agreement with one supplier for the provision of media agency services. The framework agreement is entered into with Danske Spil A/S and can be used by companies that are affiliated with Danske Spil A/S. The framework agreement covers the provision of media agency services, which collectively ensure that the customer uses media effectively and in a business-supporting manner with a focus on ROI and KPI achievement. The following are the main services that the framework agreement covers:

1. Consultancy services (strategic and tactical consultancy on media use)

-Media strategy (roadmap)

-Annual plan (budget allocation and management)

-Campaign plans

-Ongoing consultancy (e.g. legislation, market, crisis management)

-Close collaboration with the customer and other agencies

2. Execution of advertising campaigns – offline media (planning, purchasing and implementation of campaigns)

-Annual contract negotiations with media

-Development of media plans

-Purchase and optimisation of media space

-Ongoing follow-up and evaluation

-Execution of special and time-critical activities (e.g. pulse campaigns)

3. Execution of advertising campaigns – online media (data-driven, performance-oriented digital execution)

-Media planning (digital)

-Setup, activation and optimisation (e.g. Google, Meta, DSP)

-Ongoing performance follow-up

-Execution of special and time-critical activities (e.g. pulse campaigns)

4. Reporting (documentation, analysis and performance follow-up)

-Ongoing reporting (weekly, monthly, quarterly)

-Data delivery for sales modelling

-Follow-up on media prices and deliveries

-Overview of campaign performance and investments

The framework agreement will also include the provision of dedicated key resources for consultancy and execution of media planning and media strategies, negotiation of annual contracts, media channels, optimisation and setup of media advertising.

The procurement is conducted as a negotiated procedure, and the contracting authority expects to conduct 1-3 rounds of negotiations based on the pre-qualified applicants' submission of initial tenders. Selected attachments with background information about the Danske Spil group and information about the company's new strategy are made available only to the applicants who are pre-qualified.

The contracting authority uses the media pricing platform GMP365 for structuring and submission of prices due to the high complexity of price formation and the need for uniformity and transparency in the tenders. The platform is configured identically for all tenderers, which the pre-qualified applicants will have access to for calculating media prices. No changes will be made to the setup during the procurement process without prior and explicit notification to all tenderers. The pre-qualified tenderers will immediately and simultaneously with the invitation to submit initial tenders receive information about login to GMP365.

After the negotiations with all tenderers who have submitted an initial tender, the tenderers are invited to either submit further initial tenders or final tenders. The final tender will form the basis for the contracting authority's tender evaluation and award of the framework agreement.

The contracting authority provides a participation fee of DKK 70,000 excl. VAT to the tenderers who participate in the entire procurement procedure and submit a final conditional tender. The winning tenderer does not receive a participation fee. No division into sub-contracts will be made due to the close relationship between the procured services, including it being appropriate for example that consultancy on advertising and the actual execution of advertising takes place with one and the same supplier. Furthermore, economic considerations speak for one single contract and supplier. See more about this in the procurement conditions' Appendix B. The procurement is conducted in Danish.