Opportunity 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.
Awarded to
Amounts belong to published awards or contracts. Where several suppliers share one value, it is labelled as shared and is not a supplier-specific allocation.
AMV (BDDO)
- Published award value
- £2m
- Awarded
- 30 Jul 2026
- Award ID
- 1
- Status
- active
- Identifier
- GB-COH 01935786
- Location
- London, UKI44, SE10SW, United Kingdom
Classification
No classification was supplied.
Lots
- Lot 1Value not stated
Documents and notices
- Contract award notice on Find a TenderOpen source ↗