Leading UK Cultural Institutions Agree Four Year Marketing and Advertising Framework Valued at £25m

A collaborative group of London’s leading cultural organisations, including the British Library, British Museum, Imperial War Museums, Museum of London, Natural History Museum, Royal Botanic Gardens at Kew, Science Museum Group, Tate and the Victoria and Albert Museum have agreed a £25m advertising, media planning and buying framework agreement.

Following a recent competitive tender process, the group has offered AKA Promotions Ltd, Dewynters Ltd, Target MCG Ltd and Total Media Ltd a place on the framework agreement.

Framework contracts have been awarded by the British Library’s procurement team and call off contracts will be awarded against the framework agreement by the individual organisations in the collaborative group. Compliant with EU Procurement Regulations, the agreement will enable call off contracts to be drawn down quickly and effectively.

Commenting on the new framework agreement, Graham MacFadyen, Head of Digital & Marketing Operations at the British Library said: ‘Members of this group produce some of the UK’s most memorable cultural experiences. With this new framework the country’s top marketing and advertising talent will be working hard to encourage more UK and overseas visitors to visit these leading institutions.’

‘The successful firms all demonstrated robust systems and procedures for ensuring quality control and high-service levels. The pricing offered is highly competitive, with an excellent set of added value services and tools for organisations, from free information seminars to group bulk discounts.’

CEO of AKA Adam Kenwright said: ‘London’s cultural scene is what makes this city great. Our museums and galleries are a free, easily accessible lifeline to this country’s rich arts and cultural heritage, which is why we are exceptionally proud to be working with many of the greatest cultural organisations in the UK. As international experts in the entertainment field we enjoy collaborating with such creative powerhouses who are as passionate about inspiring as many people to enjoy culture as we are.’

Fiona Carpenter, Chief Operating Officer, Dewynters said: ‘Dewynters is delighted to be selected to work with such prestigious world-leading museums, galleries and organisations. It will be a real privilege to work closely with them to maximise their visibility with stand-out campaigns and cost-effective media solutions.’

Guy Chapman, Managing Director, Target Live said: ‘Working with a consortia which comprises 12 of the biggest names in the museum, gallery and heritage sectors is a challenging notion, but one that Target absolutely relishes. Creative sparks will fly to ensure we pull off the most eye-catching of campaigns.’

Thomas Laranjo, Managing Director at Total Media, commented: ‘We’re absolutely thrilled to have retained a place on the framework for a second consecutive time. Total Media has a long established history of working with cultural sector clients and we’re delighted to see this partnership continue.

This award not only signifies our commitment to media excellence in terms of both award-winning campaign work and value for money, but also the agency’s inherent passion for all things arts and culture related.’