Best Start in Life (BSiL) - Creative and Strategic Agency 2026 - con_32044
Department for EducationEstimated Value
Up to £2,000,000
Deadline
Not specified
Published
31 July 2026
Type
Not specified
Overview
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.
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Award Details
AMV (BDDO)
£2,000,000
Likely incumbents
Suppliers who won similar work from this buyer in the last 5 years.
- 1
Mclaren Construction Limited
4 contracts wonlatest 6 Oct 2026ends 9 May 2031£22bn
total awarded
- 2
Kings College London
£18m
total awarded
- 3
Tilbury Douglas Construction Limited
4 contracts wonlatest 25 Aug 2026£22bn
total awarded
- 4
Bloom Procurement Services Ltd
4 contracts wonlatest 17 Jan 2026£171,768
total awarded
- 5
Mott MacDonald Limited
3 contracts wonlatest 1 Oct 2026ends 31 May 2029£4m
total awarded
Mclaren Construction Limited is the most likely incumbent based on recency and category match. To win, bidders typically need a clearly differentiated proposition or a price advantage.
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Buyer Profile
Department for EducationKey Dates
Published
31 July 2026
Submission deadline
Not specified
Notice type
award
Source
find a tender
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