PlannedServicesMarktconsultatie

Campaign Services

Name: Campaign Services
Creator: Ministerie van Algemene Zaken
Published: 2026-01-22
License: https://creativecommons.org/publicdomain/zero/1.0/
Keywords: campaign services, campaign management, cross-media

Ministerie van Algemene Zaken · Marktconsultatie · 1 lots · 409335

4 of 6 core insights found

Measures presence, not accuracy · documents remain authoritative

ScopeAdvicePoints of attentionSuitability requirementsAward criteriaTimeline

Type

Services

79340000 · Advertising and market

Estimated value

Not published

To deadline

Ongoing

Knock-outs

n/a

exclusion grounds

Award basis

Best price-quality ratio

Assess manuallyconfidence moderate

This is a market consultation for the future framework agreement for campaign services of the Ministry of Algemene Zaken. The government is seeking input on modern campaigns, innovation, and AI developments.

Services · Marktconsultatie · National procedure

Complete timeline

Contracting authority

Ministerie van Algemene Zaken

Contract type

Services

Marktconsultatie

Estimated value

Estimate not published

Submission deadline

Ongoing

Scope

National

National procedure

Lots

1 lots

Main CPV code

79340000

Advertising and marketing services

Location

Netherlands

CharacteristicsCPV 79Servicescampaign servicescampaign managementcross-media

01What is being requested

The assignment concerns campaign services for the Rijksoverheid, including the development, elaboration, evaluation, and optimization of strategy, concepts, resources, content, and actions for cross-media campaigns. It concerns a government-wide framework agreement with an estimated value of € 32,000,000.00 excluding VAT.

The Dienst Publiek en Communicatie (DPC) of the Ministry of Algemene Zaken intends to re-tender campaign services in the coming period. A market consultation will be conducted beforehand to ensure well-informed decisions are made. The assignment concerns all necessary services regarding activities for registered campaigns of the Rijksoverheid. The assignment entails the development, elaboration, evaluation, and optimization of strategy, concepts, resources, content, and actions for cross-media campaigns of the Rijksoverheid.

79340000Services

1Campaign Services—

02Strategic insight

“

Strategic insight · AI analysis

Use the specific annex for submitting the response. In the answers, focus on technological developments such as AI and their impact on the market. Provide concrete advice regarding socially responsible procurement and the ideal contract type.

Read automatically from the tender documents using AI. Always verify against the original documents.

03Points of attention

Important · 4

The response is expected at a high-level and trend-based level.Important

No detailed proposals or creative concepts are requested.Important

Participation is voluntary and does not grant any rights.Important

The Rijksvoorwaarden (ARVODI-2025) apply to the intended assignment.Important

04Process & timeline

Submission of written response

Uiterlijk 10 februari 2026 om 15.00 uur

Individual interviews

Week 7/8/9

Making final report of interested parties available

Medio maart

05Value in context

Estimate not published

The contracting authority did not publish an estimated value — common for a large share of contracts. The EU threshold for diensten is € 221.000, for reference.

06Likely competitors

#Likely bidderFitWins

1Bright ProfessionalsUnknown8779×

2Maandag Interim Professionals B.V.SME86387×

3Wyzer B.V.SME8567×

4BMC Implementatie MarktplaatsenUnknown8461×

5Yacht B.V.SME8456×

6Deloitte Consulting BVSME8334×

07Tender documents

TN567721 - EFE1 Vrijwillige aankondiging van voorafgaande marktconsultatie 20260122122049pdfJan 22, 2026 · 138 KB

Bijlage 1 Antwoordblad marktconsultatie CampagnedienstverleningdocxJan 22, 2026 · 137 KB

Marktconsultatie campagnedienstverleningpdfJan 22, 2026 · 281 KB

08Legal themes that may be relevant here

Advies 222> Aanbesteding via een marktplaats. De Commissie bevestigt haar eerdere adviezen (waaronder 147) dat op een aanbestedende dienst d Advies 59> Meervoudig onderhandse aanbestedingsprocedure met betrekking tot een opdracht voor de levering van postdiensten en bezorging. In Advies 174> Concurrentiegerichte dialoog ten behoeve van het afsluiten van een raamovereenkomst met één ondernemer. Is er sprake van het sam Advies 198> Dienstonderdeel van een Ministerie maakt afspraak met dienstonderdeel van een ander Ministerie voor het laten digitaliseren van Advies 63> Meervoudig onderhandse aanbesteding voor het reinigen van wegen, straten en pleinen. Kan bij gunning op laagste prijs de indieni

09Frequently asked questions

What is the scope of the requested services?

The assignment includes the development, elaboration, evaluation, and optimization of strategy, concepts, resources, content, and actions for cross-media campaigns of the Rijksoverheid.

In which areas is the focus for the new assignment?

There is an increased ambition in the field of modern (social online) campaigns, innovation, and AI developments.

How is the assignment executed within the government?

The assignment is executed via a government-wide framework agreement, allowing multiple participating ministries to call upon the services.

What requirements apply to the content and the evaluation of campaigns?

A content production calculation must be present, including KPIs for the evaluation.

What experience must a bidder be able to demonstrate?

Bidders must have experience with cross-media campaign management for government agencies or public organizations.

Automatically compiled from the official tender data and documents.

10Estimated value versus the market

p25
€ 200K

median
€ 640K

p75
€ 3,0 mln

deze opdracht

Gegunde waarden in CPV 79 · diensten n=4949