Creative Advertising Agency
A practical guide to understanding what the buyer really wants and how to build a winning response.
Don't reinvent the wheel
The biggest insight in this tender is about evolution, not revolution.
Affinity Water isn't looking for a complete overhaul of their 'Keep Life Flowing' campaign.
They're looking for a partner who can respect and protect what already exists.
The contract covers a range of services from brand narrative and strategy to digital content and social media advertising.
But the heart of it is about becoming the custodian of their established campaign.
Think about what 'custodian' truly means
Being a custodian isn't just about maintaining the status quo.
It's about understanding the essence of the 'Keep Life Flowing' campaign and ensuring its core message remains intact.
But also being ready to adapt it to changing circumstances.
I'd focus on how your team will preserve the campaign's visual identity, tone of voice and brand principles.
Pay attention to what they say
Affinity Water is clear that the campaign's existing creative equity is not to be discarded.
They want a partner who can evolve the platform to support future objectives, particularly around water saving and behaviour change.
This isn't about flashy new ideas at the cost of what's already working.
It's about building on solid foundations.
Look beyond the obvious activities
Every agency can develop creative content and produce ads.
What Affinity Water will be looking for is how you can make their campaign more flexible and responsive.
I'd emphasise how you plan to adapt the campaign to changing weather and water resource conditions.
That's what will set your response apart.
Show evidence, not just ideas
One thing I've learned over the years is that evidence always carries more weight than promises.
If you have case studies or examples of past work where you've successfully evolved existing campaigns, use them.
- Demonstrate how you've maintained core brand values while introducing new elements
- Showcase any measurable outcomes, particularly in behaviour change
- Provide testimonials from past clients who can vouch for your adaptability
Remember who you're trying to convince
The end users of this campaign are the general public.
But your immediate client is Affinity Water's team.
They'll be asking themselves if they can trust your agency to take their campaign to the next level without losing its essence.
I'd focus on how you'll build a strong, collaborative relationship with their team.
Consistency is key over the term
This contract isn't short-term.
It could last until 2035 if extended.
That means consistency over the whole term is vital.
I'd want to know how you plan to maintain high standards in creative production and strategy year after year.
Think about staff turnover, knowledge transfer and maintaining enthusiasm.
One thing I'd keep reminding myself
This campaign is about more than just advertising.
It's about behaviour change and supporting water reduction targets.
Every submission should be tested against this question:
"How does this help Affinity Water save water and change behaviours?"
Common mistakes
Avoid submissions that:
- Propose radical changes to the existing campaign
- Focus solely on creative flair without addressing behaviour change
- Lack evidence of past success in evolving campaigns
- Offer generic solutions not tailored to Affinity Water's specific needs
- Ignore the importance of collaboration with the client
- Fail to address how you'll adapt to changing environmental conditions
My Final Thoughts
Affinity Water is looking for a partner, not just a supplier.
They need someone who understands the nuances of their 'Keep Life Flowing' campaign and can evolve it over the long term.
With a contract value of £3,200,000 and the potential to extend to 2035, this is a significant opportunity.
The emphasis on quality over price means your written submission will carry weight.
Make sure every piece of evidence you provide reinforces your capability to be a true creative custodian.
Thanks for reading.
I hope this guide has helped make public procurement feel a little less daunting. If it has, then it's done its job.
P.S. Got a question?
If you've got a question about anything you've read, or you're stuck on a tender, just send me an email.
Whether it's a quick question or you simply need pointing in the right direction, I'm always happy to help if I can.
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Our guides are written using publicly available procurement information, including contract notices and published tender documents where available. They are designed to help suppliers understand the buyer's likely priorities and think more strategically about their approach. They are not based on any bidder's confidential submission, bespoke bid strategy or non-public procurement information.