Freshwater strengthens public sector credentials with major government framework wins

Independent communications consultancy Freshwater UK plc is eyeing public sector growth after securing multiple slots on two major government procurement frameworks.

The agency, which has offices in London and Cardiff, secured coveted places on frameworks for both the UK Government and the Welsh Government’s “National Procurement Service” (NPS), following competitive bid processes.

The Crown Commercial Service in conjunction with the Government Communication Service, received almost 500 bids from 174 agencies vying for a place on its new Campaign Solutions framework, which could be worth up to £350m over the next four years. Freshwater is one of just 27 agencies to secure a place on the Campaign Solutions Framework, providing the opportunity to deliver cutting-edge campaigns on topics ranging from public health to teacher recruitment across the UK.

Already the top-ranking Welsh agency in PR Week’s top 150* UK consultancies, Freshwater also secured positions on two lots of the NPS’ Integrated Marketing Campaign and Public Relations Framework, opening the door to pan-Wales opportunities up to the value of £32m over the next four years. Since the announcement, Freshwater has been selected to deliver the Welsh Government’s “Live Fear Free” campaign in a contract worth £120,000 over six months.

Public sector work accounted for approximately 30% of Freshwater’s total revenue in 2016/17, something chief executive, John Underwood, is keen to build on following the agency’s latest framework appointments.

“Freshwater has an enviable reputation in public sector communications built up over many years of providing strategic communications advice to NHS trusts, local government and third sector organisations,” commented Mr Underwood.

“Establishing ourselves on government frameworks at either end of the M4 was a strategic priority for us, and one I’m proud our teams have delivered on. We are delighted to have met the standard required by not one, but two, major government frameworks and see this as evidence of Freshwater’s creativity, commitment and expertise.

“With the frameworks already bearing fruit in the form of an NPS contract win this year, and many other government-backed campaigns underway, we’re excited to demonstrate exactly what Freshwater has to offer the public sector across the UK.”


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Impact Report 2017

Impact report 2017