The Open University Issues RFP For Advertising & Marketing

The Open University Issues RFP For Advertising and Marketing Services 

The Open University is seeking to appoint a provider of media services, to include media strategy, domestic and international media planning and buying, campaign optimization, media partnerships and other media deliverables.


The Open University, established by Royal Charter on 23, April 1969, is the leading university for flexible, innovative and world-leading research in the United Kingdom and in over 100 countries worldwide. Uniquely placed to understand the needs of part-time students, combining their learning while earning, our innovative, award-winning distance teaching credentials have seen over 2 million students receive an education, otherwise denied to them at campus-based universities.

Scope of Work:

  • Media strategy, planning and buying – all online and offline channels,
  • econometrics modelling,
  • campaign optimization,
  • media partnerships,
  • user experience – landing page & web site development,
  • other media deliverables for any OU brand /product,
  • UK and International markets,
  • audiences may include, but not be limited to: B2C, B2B, & trade as well other stakeholder groups including consumers, government, employers, donors and community (staff, students and alumni).

The media agency will be required to deliver a robust media strategy for the next 5 years to deliver our student number targets, brand health and market growth objectives for the longer-term.

The media agency will be transparent on trading and commercial structures, and efficient in financial management and reconciliation, not tied into complex deals which bias spending decisions. We enjoy competitive trading terms, and would expect maximum trading leverage across all disciplines including, but not limited to:

Disciplines including:

  • TV, press, radio and OOH,
  • media partnerships,
  • digital and social,
  • conversion media.

The media agency needs to have proven expertise in delivering a media strategy and associated media plans that places content at the centre of its rationale, both proactive and reactive opportunities that amplify any existing campaigns and message. The media agency will be expert in its knowledge of “story-telling” and how to deliver compelling content across all channels, adhering to best practice while looking for opportunities to be innovative in their approach. A single, “one-size-fits-all” approach to both content and delivery will not work, the media agency will need to lead our strategy; balancing creative thinking, first-class production, audience understanding and the technical capabilities of each channel.

The new media agency will need to demonstrate expertise in market and campaign analysis and enable us to be more sophisticated and coordinated in our approach and ability to make timely business and planning decisions, with real-time campaign reporting. The media agency will lead performance reporting and analysis across all agency partners and internal teams.

The media agency will need to work with us to define a new strategy for this market which has previously focused on European markets using digital acquisition channels. The media agency must have proven expertise in developing international strategies that explore new markets with a broad approach to channels and media with the expertise to deliver local media plans. The media agency will be required to deliver pan-regional and country specific ideas, media planning and buying across all channels directly via their network or via an international partner.

The media agency will be required to deliver a media strategy and associated media plans that fully optimise and drive efficiency in delivery of our current business objectives, which include opportunities for growth.

Due Date:

July 17th


CooperKatz & Company & APCO Worldwide have relevant experience.

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