Brand Strategy and Visual Identity Development.
Voluntary ex ante transparency notice
Section I: Contracting authority/entity
I.1)Name, addresses and contact point(s)
King's College London
The Strand
For the attention of: James Wrigg
WC2R 2LS London
UNITED KINGDOM
Telephone: +44 2078483445
E-mail:
Internet address(es):
General address of the contracting authority/entity: http://www.kcl.ac.uk
I.2)Type of the contracting authority
Body governed by public law
I.3)Main activity
Education
1.4)Contract award on behalf of other contracting authorities/entities
The contracting authority/entity is purchasing on behalf of other contracting authorities/entities: no
Section II: Object of the contract
II.1)Description
II.1.1)Title attributed to the contract
Brand Strategy and Visual Identity Development.
II.1.2)Type of contract and location of works, place of delivery or of performance
Services
Service category No 11: Management consulting services [6] and related services
Service category No 11: Management consulting services [6] and related services
NUTS code UKI11
II.1.3)Information about a framework agreement or a dynamic purchasing system (DPS)
II.1.4)Short description of the contract or purchase(s)
King's College London intends to complete work already undertaken in market research and visual identity design to make final recommendations for Brand Strategy and Visual Identity for approval by the College Council. The approved strategy and identity will equip the College for future development and growth in the rapidly changing and highly competitive international Higher Education sector.
II.1.5)Common procurement vocabulary (CPV)
79342000, 79342200
II.6)Information about Government Procurement Agreement (GPA)
The contract is covered by the Government Procurement Agreement (GPA): yes
II.2)Total final value of contract(s)
II.2.1)Total final value of contract(s)
Section IV: Procedure
IV.1)Type of procedure
Negotiated without publication of a contract notice / call for competition
Justification for the choice of the negotiated procedure without prior publication of a contract notice in the OJEU in accordance with Directive 2004/18/EC
The products involved are manufactured purely for the purpose of research, experiment, study or development under the conditions stated in the Directive: no
The works/goods/services can be provided only by a particular tenderer for reasons that are: artistic, connected with the protection of exclusive rights
Extreme urgency brought about by events unforeseeable by the contracting entity and in accordance with the strict conditions stated in the Directive no
Additional works/deliveries/services are ordered under the strict conditions stated in the Directive: no
New works/services, constituting a repetition of existing works/services and ordered in accordance with the strict conditions stated in the Directive: no
Service contract awarded to the successful candidate or one of them after a design contest: no
For supplies quoted and purchased on a commodity market: no
All tenders submitted in reply to an open procedure, a restricted procedure or competitive dialogue were irregular or inacceptable. Only those tenderers were included in the negotiations which have satisfied the qualitative selection criteria: no
Following the College's decision to conduct a brand review in response to the rapidly changing and highly competitive HE sector, King's College London sought a partner to undertake brand positioning and design roll-out for a new King's brand. As a consequence, and following market testing, Saffron Brand Consultants were engaged in 2012 on the basis of their experience and a cost effective proposal for services to be provided which fell below the EU threshold.Following the work, including a market research exercise conducted with external audiences throughout August - October 2013, unforeseen developments coupled with emerging opportunities now requires further consultancy services than were anticipated in the original scope. These further services will build on the output from the earlier work to maximise the benefits for the College. For example, internal consultation showed a crucial need to engage stakeholders further through workshops, an advocates' programme, and development of brand values to build consensus. Accordingly, Saffron is now required to produce enhanced creative options based on work completed to date and now planned. Saffron retains artistic and exclusive rights in some of the work completed to date, denying the opportunity for these additional services to be competitively tendered.King's College London therefore intends to retain Saffron to make these enhancements, bringing the total project costs to circa £300,000, on the basis of artistic and proprietary rights in accordance with Article 31 (1) b of Directive 2004/18/EC and as stated in Public Contract Regulations 2006, Clause 14 (1) a) iii).
Justification for the choice of the negotiated procedure without prior publication of a contract notice in the OJEU in accordance with Directive 2004/18/EC
The products involved are manufactured purely for the purpose of research, experiment, study or development under the conditions stated in the Directive: no
The works/goods/services can be provided only by a particular tenderer for reasons that are: artistic, connected with the protection of exclusive rights
Extreme urgency brought about by events unforeseeable by the contracting entity and in accordance with the strict conditions stated in the Directive no
Additional works/deliveries/services are ordered under the strict conditions stated in the Directive: no
New works/services, constituting a repetition of existing works/services and ordered in accordance with the strict conditions stated in the Directive: no
Service contract awarded to the successful candidate or one of them after a design contest: no
For supplies quoted and purchased on a commodity market: no
All tenders submitted in reply to an open procedure, a restricted procedure or competitive dialogue were irregular or inacceptable. Only those tenderers were included in the negotiations which have satisfied the qualitative selection criteria: no
Following the College's decision to conduct a brand review in response to the rapidly changing and highly competitive HE sector, King's College London sought a partner to undertake brand positioning and design roll-out for a new King's brand. As a consequence, and following market testing, Saffron Brand Consultants were engaged in 2012 on the basis of their experience and a cost effective proposal for services to be provided which fell below the EU threshold.Following the work, including a market research exercise conducted with external audiences throughout August - October 2013, unforeseen developments coupled with emerging opportunities now requires further consultancy services than were anticipated in the original scope. These further services will build on the output from the earlier work to maximise the benefits for the College. For example, internal consultation showed a crucial need to engage stakeholders further through workshops, an advocates' programme, and development of brand values to build consensus. Accordingly, Saffron is now required to produce enhanced creative options based on work completed to date and now planned. Saffron retains artistic and exclusive rights in some of the work completed to date, denying the opportunity for these additional services to be competitively tendered.King's College London therefore intends to retain Saffron to make these enhancements, bringing the total project costs to circa £300,000, on the basis of artistic and proprietary rights in accordance with Article 31 (1) b of Directive 2004/18/EC and as stated in Public Contract Regulations 2006, Clause 14 (1) a) iii).
IV.2)Award criteria
IV.2.1)Award criteria
IV.2.2)Information about electronic auction
IV.3)Administrative information
IV.3.1)File reference number attributed by the contracting authority/entity
KCL-SSJ0003
IV.3.2)Previous publication(s) concerning the same contract
no
Section V: Award of contract
Contract No: KCL-SSJ0003V.1)Date of contract award decision:
17.1.2014
V.2)Information about offers
V.3)Name and address of economic operator in favour of whom the contract award decision has been taken
Saffron Brand Consultants
3 Holford Yard Bloomsbury
WC1X 9HD London
UNITED KINGDOM
Telephone: +44 2070873460
Internet address: www.saffron-consultants.com
V.4)Information on value of contract
Total final value of the contract:
Value: 300 000 GBP
Excluding VAT
Value: 300 000 GBP
Excluding VAT
V.5)Information about subcontracting
The contract is likely to be sub-contracted: no
Section VI: Complementary information
VI.1)Information about European Union funds
VI.2)Additional information:
VI.3)Procedures for appeal
VI.3.1)Body responsible for appeal procedures
King's College London
The Strand
WC2R 2LS London
UNITED KINGDOM
Telephone: +44 2078365454
Internet address: www.kcl.ac.uk
VI.3.2)Lodging of appeals
VI.3.3)Service from which information about the lodging of appeals may be obtained
VI.4)Date of dispatch of this notice:
17.1.2014