Choosing the right framework
This guidance outlines two key agreements available to government and the wider public sector, including local government: the RM6364 Media and Creative Services Framework and the RM6124 Communications Marketplace Dynamic Purchasing System.
Media and Creative Services
The RM6364 Media and Creative Services Framework was launched in January 2026, combining the previous Campaign Solutions 2 and Media Services Frameworks. It provides access to a full suite of media and creative services for clients to plan and deliver communications activity.
This is a closed framework so no new suppliers can join. It is more suited for longer term, strategic requirements. The framework offers a clear way to buy these services through a single route to market.
Some Lots contain a single agency, which means you can award the contract directly to that agency. Other Lots have several agencies, so you must run a mini-competition. This involves writing a client brief with your requirements and evaluating the suppliers against a predefined assessment criteria.
There are Lots which provide access to specialist services including:
- Media strategy, planning and buying (Lot 1)
- Out of home media buying (Lot 2)
- Media strategy and planning (Lot 3)
- Creative strategy and development (Lot 4)
- Content production (Lot 5)
- Events (Lot 6)
- Integrated end-to-end campaigns (Lot 7)
- Marketing audit and advice (Lot 8)
Media strategy, planning and buying
Government and wider public sector organisations can buy media through a single supplier agreement on Lot 1 of the RM6364 Media and Creative Services framework with WPP650 (a division of Wavemaker Limited). Lot 1 now provides combined access to media planning, buying and content creators. When running campaigns, you may need to buy media channels such as advertising space, partnerships, and sponsorship. This includes regional, national and international channels, both online and offline.
Using this agreement gives you access to a range of benefits, including:
- Reduced advertising spend and full transparency of how taxpayer money is used
- Commission fee neutrality
- High-quality media placement
- Robust pricing guarantees
- Enhanced terms and conditions
- Annual contract review
- Performance management and incentives
- A flexible framework agreement
- Process efficiency
If you are a new customer to WPP650, email wpp650lot1@wppmedia.com and a member of the media team will respond to you.
Visit the Media and Creative Services framework website to learn how the agreement works. The site includes step-by-step user guidance, contract setup templates and a full supplier directory with contract details.
Communications Marketplace
The RM6124 Communications Marketplace is a marketplace for marketing and communications services to help UK government and public sector bodies run communications activities. This is a dynamic purchasing system (DPS), which means there is a list of pre-vetted suppliers, and you will have to run a mini-competition to award a contract.
The Communications Marketplace agreement is more suited for lower-value requirements, smaller, niche or one-off requirements. It operates under a standard overarching agreement that all registered suppliers accept when joining the DPS.
This agreement sets the terms under which government and public sector bodies can buy the following services:
- Creative development
- Direct marketing
- Sponsorship
- Events
- Production
- Public Relations (PR)
- Social marketing and emerging channels
- Campaign coordination
- Marketing and advertising technology advice
- Data science
- In-house agency services
- Recruitment advertising
- Partnerships
- Content aggregation marketing
- Marketing and communications strategy
- Marketing strategic advice and consultancy
- Data provision, management and augmentation
- Internal communications and engagement
- Innovation and experience
Find out more about the Communications Marketplace DPS and how to use it on the Government Commercial Agency website. You can also access buyer support materials, download essential contracting documents and view appointed suppliers contact information.
Before using these agreements, central government organisations must have internal approval for your budget. AMC (Advertising, Marketing and Communications) spend control approval from the Cabinet Office is required for spend of £100,000 or more within a financial year. For zero-value call-off contracts, AMC approval is not required at the procurement stage, but it’s required before spend above the £100,000 threshold is committed.
This threshold applies to the total planned communications expenditure for a campaign, project or programme within a financial year, not solely the fee or commission paid to the agency. Organisations should therefore consider aggregate spend across multiple related activities within the same financial year when assessing whether the threshold is met.
How agencies were selected
All agencies on the RM6364 Media and Creative Services framework have undergone a rigorous selection process and been assessed by senior government communicators to ensure they deliver work to the highest standards.
Suppliers on the Communications Marketplace DPS undergo rigorous vetting by the Government Commercial Agency, including comprehensive financial and background checks. In addition to maintaining mandatory certifications and insurances, they have proven their capability by providing verified contract examples.
Getting support
If your organisation has an internal procurement or commercial team, speak to them early about your plans to use an approved government agreement to buy campaign and communications support.
For support on getting the most from your budget and running a successful marketing procurement, contact the Marketing and Communications Category Team at the Government Commercial Agency (GCA). Call the GCA helpdesk on 0345 410 2222 or email info@gca.gov.uk.