Procurement of Strategic Branding and Marketing Services

The municipality of Apeldoorn is seeking to contract a strategic agency for branding and design services. This includes positioning and profiling for collaborations, marketing campaigns, graphic design, desktop publishing, and the development of both standard and custom designs. The agency will work alongside the Media Team to uphold the brand identity and will be responsible for initiating and ensuring brand development within established guidelines. Currently, this responsibility is spread across multiple agencies, which the municipality aims to centralize. The agency will also actively contribute to the development of the brand identity, respond to new trends and developments (such as AI), and provide unsolicited advice on opportunities and possibilities within marketing and communication. The agency will share responsibility for the identity of the municipality of Apeldoorn and contribute to a consistent and recognizable brand image. This contract is a framework agreement with an estimated value of €1,200,000, covering the entire duration of the agreement, including four optional years. The framework agreement is set to commence on July 1, 2025, and will run until June 30, 2027, with an option for the municipality to unilaterally extend it for four additional one-year terms. The total value of the framework agreement is capped at 150% of the amount mentioned above, leading to a maximum contract value (excluding VAT) of €1,800,000. Once this value is reached, the framework agreement can only be utilized according to the provisions of Articles 2.163a to 2.163g of the Public Procurement Act 2012. If these provisions can no longer be invoked, the framework agreement will become ineffective, and the municipality will no longer be able to use it, regardless of the remaining duration. In such a case, if the maximum value is reached or is about to be exceeded, the municipality will terminate the agreement with the contractor with a notice period of one month, without any right to compensation for the contractor. The following services are currently outside the scope of this contract: concepting and overall strategic marketing advice, printing and digital printing services, and execution of text editing, video, photography, and radio spots.