Awarded contract

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

Details

Buyer: Department for Education
Supplier(s): AMV (BDDO)
Value: £2,000,000
Duration: 3 years
Topic: Advertising and marketing services
Published: 31 July 2026
Source: uk:find_a_tender

Tender description

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. ## Contract award Title: Best Start in Life (BSiL) - Creative and Strategic Agency 2026 - con_32044

Timeline

Completed: Award published31 July 2026
Current notice
Completed: Award date31 July 2026
Next: Contract expiry date26 August 2029in 3 years

About the buyer

The Department for Education is a ministerial department responsible for children's services and education policy in England, procuring both for itself and its executive agencies. Framework purchases follow the matching Crown Commercial Service terms. Many contracts are let on standard government terms, such as Cabinet Office short-form or model services agreements. Schools and academy trusts buy separately, using framework options the department reviews and approves in advance.

Over the past 5 years, most of the Department for Education's contract awards have been in business services, construction work and education and training.

Decision makers

Connect with the people behind this procurement.

Job title	Phone number	Work email
Head of Procurement	+44 •••• ••••••	••••••••@department-for-education.gov
Commercial Director	+44 •••• ••••••	••••••••@department-for-education.gov
Procurement Manager	+44 •••• ••••••	••••••••@department-for-education.gov
Category Lead	+44 •••• ••••••	••••••••@department-for-education.gov
Senior Buyer	+44 •••• ••••••	••••••••@department-for-education.gov
Contracts Manager	+44 •••• ••••••	••••••••@department-for-education.gov