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    ContractsBest Start in Life Campaign - Strategic and Creative Agency Partner 2026
    Awarded contract

    Best Start in Life Campaign - Strategic and Creative Agency Partner 2026

    Awarded
    £2m
    Published 31 Jul 2026

    Sought is a creative agency partner to lead strategy, development, and delivery of the Best Start in Life campaign over three years with optional extension, worth up to £2 million.

    🇬🇧United Kingdom· LondonPublished 31 Jul 2026· 2 months agoviaFind a Tender
    Awarded
    £2m
    Published 31 Jul 2026

    Decision brief

    4 fields
    • Contract value
      £2,000,000
      Pounds sterling
    • Closing date
      Not published
      No closing date published
    • Sector
      Professional Services
      Browse related listings
    • Location
      🇬🇧United Kingdom
      London

    Suppliers

    1 supplier
    • AB
      AMV (BDDO)
    Lead contractor

    Lifecycle

    Awarded

    Contract awarded. Originally published 2 months ago.

    31 July 2026
    Awarded — no open tender advertised

    Brief

    The Cabinet Office is seeking a strategic and creative agency partner to lead the Best Start in Life (BSiL) campaign through 2026 and beyond. The successful agency will serve as the lead creative partner, working alongside WPP to develop and deliver campaign strategy across all life stages and themes. Key responsibilities include: evolving the existing 'Any Questions' creative platform; producing campaign assets for paid media channels and formats; maintaining brand consistency and governance; creating low-cost content for owned and shared channels; and collaborating with the Department for Education (DfE), Department of Health and Social Care (DHSC), and other campaign partners. This is a three-year contract with an optional fourth year extension and annual break clauses. The contract value is up to £2 million over four years (excluding VAT), though there is no guaranteed minimum spend. Continuation beyond year one depends on Cabinet Office and DfE budget approvals and the supplier's performance against agreed key performance indicators (KPIs).

    Track record

    18 awards · 17 winners
    Open field

    No single supplier dominates the field.

    In professional services, DEPARTMENT FOR EDUCATION has awarded 18 contracts to 17 suppliers.

    Who wins here
    1. Rachel Kershaw Consultancy Services2× · 11%
    2. Careerminds UK Limited1× · 6%
    3. Eolas Consultancy1× · 6%
    4. The Sea View Trust1× · 6%
    5. BAM Agency LTD1× · 6%
    6. HH ASSOCIATES LIMITED1× · 6%

    +11 more suppliers

    Across professional services, the most active winners are REED SPECIALIST RECRUITMENT LIMITED, PROMAR INTERNATIONAL, KPMG LLP — the field to beat, or your route in as a partner.

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    Take action
    View on sourceFind a Tender

    Award notice and full record on the publisher's site

    Publisher
    UK Cabinet Office
    Licence
    OGL v3.0
    Source
    find-tender.service.gov.uk
    Record ID
    ocds-h6vhtk-06d938

    Your fit

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    This went to AMV (BDDO). Sonar reads DEPARTMENT FOR EDUCATION's work like this against your business — who holds it, and whether you could compete or partner next time.

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    DF
    Buyer
    DEPARTMENT FOR EDUCATION
    Sector
    Professional Services