Department for Education · Awarded contract

Awarded

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

Awarded 26 Aug 2026

View live tenders

Awarded26 Aug 2026

Value£2,000,000.00

SupplierAMV (BDDO)

AgencyDepartment for Education

RegionLondon

CategoryConsultancy & Legal

Expires in 2y 10mo3y term, 6% elapsed

Awarded 26 Aug 2026Expires 26 Aug 2029

About

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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2 new consultancy and legal tenders

Best Start in Life Programme Services – Early Years Parenting, Parent‑Infant Relationships & Perinatal Mental Health (Bradford)Public Services & Welfare · Closes 2 Dec 2026

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