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AwardedAwarded 31 July 2026

Best Start in Life (BSiL) - Creative and Strategic Agency 2026 - con_32044

Department for Education · Education

In brief

Department for Education awarded marketing work to Abbott Mead Vickers.bbdo Limited on 31 July 2026.

Built from the notice's own fields. Always check the official notice before you bid.

What the notice says

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.

Who won

WinnerValueDates
Abbott Mead Vickers.bbdo Limited (SME)
6 bids received
£2,000,000
Awarded 31 July 2026

Values as the award notice gives them, excluding VAT where stated.

Timeline

  1. Contract award notice · UK6, notice 072880-2026

About the buyer

Department for EducationLast 12 months

Procurements

238

Awards

151

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From notice 072880-2026 on Find a Tender, first published 31 July 2026. We last checked for changes on 28 September 2026.