GREAT Brand Refresh 2020

M&C Saatchi is looking to procure a subcontract (under its Strategic & Specialist Marketing Contract with the Department for International Trade (DIT)) for the services of a specialist branding agency to deliver a brand refresh for the cross-government GREAT Brand.

GREAT is Her Majesty's Government's (HMG's) international marketing campaign, working across twenty-two (22) government departments. It drives jobs, growth and influence for the UK by encouraging people to trade, study and visit the UK.

Widely recognised as the finest campaign of its type in the world, it is present in one hundred and forty five (145) countries globally. HMG partners with iconic British institutions like the Premier League, BBC Studios and BAFTA, bringing the very finest parts of the UK together under a single brand.

The GREAT HQ team are located in FCO offices on King Charles Street. This team act as overall brand owners, leading the overall campaign's vision, governance and partnerships across all of HMG.

In its 8th anniversary, the brand is ready for an evolution, bringing along the successes it has achieved so far and moving forward to where the UK is here and now. This will require bringing a modern and dynamic look to the brand, taking into consideration everything that is loved about the UK and encouraging new and existing audiences to consider us.

A new brand identity is required for the campaign, which will culminate in a brand look and a detailed set of brand guidelines, with a range of assets under a brand toolkit to allow us to begin executing the new brand.

More detail on the background and brief are in the attachments.

M&C Saatchi are seeking to procure the services of a specialist branding agency on behalf of the UK Government to deliver a brand refresh for the GREAT Brand.

This procurement consists of two parts:

The successful agency will work directly with the GREAT HQ team to deliver this project. This team act as overall brand owners, leading the overall campaign's vision, governance and partnerships across all of HMG.

The successful bidder will be subcontracted through M&C Saatchi's contract with DIT to deliver the services outlined in the attached brief, but DIT will not be directly involved

Evaluation and scoring of written submissions and agency presentations will be undertaken by representatives from both M&C Saatchi (responsible for the subcontract) and the GREAT HQ team (the client). The final decision for appointment will made by the client.

Attachments to this notice: