Media Buying

Requirements

Northumbrian Water Group (NWG) is a statutory water undertaker operating in the North East of England under the trading name Northumbrian Water Ltd (NWL) and in the southern area of England under the trading name of Essex & Suffolk Water (ESW). We would expect the agency to have good knowledge of these areas, and the media landscape within them.

The contract will be to support the delivery of the NWG Corporate Affairs strategies by offering a range of effective, innovative, and cost-effective solutions to media buying. This will include, but not limited to, ongoing advice and professional support in reaching key targets and audiences across our operating regions and assisting in the delivery of the NWG Corporate Affairs goals, measures, and brand strategy, bringing campaigns to life using all aspects of media platforms. In addition to this, it is crucial that the measuring of campaign effectiveness is monitored throughout with the results delivered back through reporting.

We deliver a diverse range of campaigns throughout the year, including initiatives such as Bin the Wipe, Water's Worth Saving, smart meter adoption, lead pipe replacement, digital conversion, affordability support, Priority Services, and more. Each campaign has distinct objectives - ranging from raising awareness to driving direct action - which is why we need an agency with proven expertise in creating impactful campaigns across multiple areas.

Reputation is of critical importance to our organisation and sits at the core of how we select and manage our partners. As custodians of our brand, we require agencies to operate with the highest standards of integrity, transparency, and accountability. Media investment is a direct reflection of our organisation, and therefore we seek a partner whose reputation in the marketplace demonstrates ethical practice, financial governance, responsible media placement, and a proven commitment to brand safety.

We expect full alignment with our values, including compliance with all regulatory requirements, transparent fee structures, responsible data usage, and proactive risk management. Our media buying partner must not only deliver performance, but also protect and enhance our organisational standing through every planning, buying, and optimisation decision.

We expect a clear and efficient briefing process and full collaboration to ensure seamless integration across all channels, and they are delivered exactly as briefed. The appointed agency must provide comprehensive reporting, including proof of display, campaign performance summaries, conclusions, and actionable recommendations for future activity.

A dedicated account team is essential, led by a senior team member and supported by at least two additional team members. Transparency is critical- this applies to audited invoicing, commission rates, and any discounts secured on our behalf. All proposals and post-campaign reports should clearly demonstrate value against standard rate cards, including overshow and bonus spots. Advanced notification of any changes to media suppliers and their potential impact on NWG must be provided.

We also require proactive monitoring of campaigns to ensure all activity is booked as briefed and delivered as agreed. Evidence of all placements must be supplied, with suitable remedies in the event of any discrepancies. Clear copy instructions, specifications, and deadlines for all channels should be communicated promptly. Emergency media support may be needed, even at weekends and during bank holidays. Full campaign reports should be delivered within ten working days of campaign completion, with weekly updates available upon request.

To maintain high standards, we expect timely responses and measurable performance. Briefs, wherever possible, should be acknowledged within two working hours, and full reporting - including outdoor site proof of display -should be provided within one week of campaign completion. Regular meetings (weekly, bi-weekly, or monthly) should be scheduled as required, either online or face-to-face, and site visits must be accommodated within the contract period.

The agency should also facilitate quarterly media owner insight days to keep us informed of market developments. Response times for issues will be measured against agreed priorities: availability for calls at very short notice for critical matters should be a priority, and resolved within 24 hours; urgent matters acknowledged within two working hours and resolved within two business days; and important matters acknowledged within four working hours and resolved within three business days.

We would expect the successful agency to reinvest a percentage of its advertising commission back into the campaign as added value.

As part of this contract, we would expect the agency to have expert knowledge in providing the marketing services across the following channels - note that this is not an exhaustive list, and we would expect the agency to keep fully up to date with new channels and trends.

• TV - linear and on demand• Social media
• Out of Home (OOH)
• Digital Out of Home (DOOH)
• Radio
• Digital radio
• Audio streaming - e.g., podcasts, Spotify etc.
• YouTube
• Digital programmatic
• Print
• Cinema
• Literature distribution / door drops

Google Ads and Print - we reserve the right to go direct or use a media buyer for this option.