Choosing the right framework
Below outlines two key frameworks available to government and the wider public sector, including local government.
Communications Marketplace
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. This framework is more suited for lower-value requirements, smaller, niche or one-off requirements.
The agreement covers:
- 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
Read more about the RM6124 Communications Marketplace DPS on the Government Commercial Agency website. You can find guidance on how to use this DPS, documents required to set up a contract, a list of suppliers and their contract details.
Media and Creative Services
The new RM6364 Media and Creative Services Framework launched in January 2026, combining the previous Campaign Solutions and Media Services Frameworks. This new framework 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 to 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, which means you have to run a mini-competition, where you will have to write a client brief with your requirements and evaluate the suppliers based on 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 ideation (Lot 4)
- Content production and fulfilment (Lot 5)
- Marketing events (Lot 6)
- Integrated end-to-end campaigns (Lot 7)
- Audit and assurance services to support marketing and communications campaigns (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). 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
Before using this agreement, you 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. However, for zero-value call-off contracts, AMC approval is not required at the procurement stage, but it’s required before spending through the contract for individual campaigns, projects or programmes with a spend over £100,000.
If you are a new customer to WPP650, email wpp650lot1@wppmedia.com and a member of the media team will respond to you.
Read more about this agreement on the Media and Creative Services framework website. You can find guidance on how to use this framework, documents required to set up a contract, a list of suppliers and their contract details.
How agencies were selected
On the RM6364 Media and Creative Services framework, all agencies have gone through a rigorous selection process to ensure they can deliver work of the highest standards and have been assessed by senior government communicators.
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 case studies for each of their core services.
Getting support
If your organisation has an internal procurement or commercial team, please speak to them early about your plans.
You can also contact the Marketing and Communications Category Team at the Government Commercial Agency. The team includes professional communicators and procurement experts who can help you get the most from your budget and help you run a successful marketing procurement.
Contact the Government Commercial Agency
Call the Government Commercial Agency helpdesk on 0345 410 2222 or email info@gca.gov.uk. For more specific marketing and communications queries, please email marcommsandresearch@gca.gov.uk.