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The Cymru Wales brand launched in 2016 delivers Welsh Government actions through our nation identity for the country, bringing together key pillars of marketing for nation awareness, tourism, trade and invest, creative industries, food and drink and studying in Wales under a unified brand identity. The brand has championed the Tîm Cymru delivery approach where wider Welsh partner organisations are integrated into the nation delivery to maximise our impact globally.
The Cymru Wales brand is the bedrock of Welsh Government's international marketing programme having won multiple global awards, the support of organisations across Wales and generated multi millions for the Welsh economy. Promoting Wales to the world, across all sectors and markets, as a creative, contemporary and high-quality country, proud of who we are and evolving for the future, working with business and organisations across Wales and internationally.
The Cymru Wales brand’s success is built on world class creative ideas and making them a reality, showcasing Wales on an international stage in new and exciting ways. It isn’t all about landscapes and heritage, we are a thriving nation of talent that can be seen from our high-quality TV, Film and Gaming productions through to innovation in the worlds of compound semiconductors and renewables.
Cymru Wales delivery is the responsibility of the Marketing team of the Welsh Government, responsible for building Wales’ profile and performance as a destination.
Our in-house team strive to be innovative, collaborative, and creative and is looking to work with the very best talent from Wales and beyond, to build Wales’ profile and performance as a place to visit, work, study, invest – and more – over the duration of the contract.
We are looking to appoint outstanding suppliers to provide us with support in the following areas:
These services will be supported by existing contract arrangements that include the following services:
It is intended that KPIs will be collected as follows:
1. Timely submission of specific campaign performance Indicators
2. Quality of Goods/Services Delivered (Quality Performance KPI)
3. Timely Submission of Social Value reporting
| Supplier | Identifier | Award Value | Lots Won | Cross-References |
|---|---|---|---|---|
| ALAW CYF. | 13299717 | ~£20,000,000 estimated from lot values | 1 lot Brand Media Production | - |
| ATEBOL CYFYNGEDIG | 04660521 | £4,000,000 | 1 lot Brand Media Production | - |
| BOOM CYMRU TV LTD | 02936337 | £4,000,000 | 1 lot Brand Media Production | FORMER MP Susan Elan Jones— Employment and earnings (former) |
| Cowshed Communication Ltd (Consortium bid - Grwp Undod. Cowshed is the lead contractor and W Lotus, Goodstuff and Arena Projects are consortia members. | Procurement ID: PYZW-1928-NTLD | £39,333,333 | - | - |
| Golley Slater Group Ltd - Group Consortium - Golley Slater Group Limited is the lead member. Liberty Marketing Limited is part of the group | Procurement ID: PWXT-4982-RRTN | £39,333,333 | 1 lot Cymru Wales Digital Delivery | - |
| STORM AND SHELTER LTD | 08734809 | £4,000,000 | 1 lot Brand Media Production | - |
| Working Word | Procurement ID: PCXD-9623-QWXY | £4,000,000 | 1 lot Brand Media Production | - |
Taken from this notice, not from Companies House. Check the original notice — details change and are not updated here.
This procurement was divided into 3 lots, each awarded separately. 27 bids were received in total.
| Lot | Value | Bids Received | Awarded To | Status |
|---|---|---|---|---|
| Lot 1 Brand, Campaign Creative Delivery Jun 2026 – Jun 2029 | £40,000,000 £39,333,333 initial term | - | Cowshed Communication Ltd (Consortium bid - Grwp Undod. Cowshed is the lead contractor and W Lotus, Goodstuff and Arena Projects are consortia members) | active |
| Lot 2 Brand Media Production Jun 2026 – Jun 2029 | £20,000,000 | 19 | Working Word ALAW CYF WORKING WORD | active |
| Lot 3 Cymru Wales Digital Delivery Jun 2026 – Jun 2029 | £40,000,000 £39,333,333 initial term | 8 | Golley Slater Group Ltd - Group Consortium - Golley Slater Group Limited is the lead member. Liberty Marketing Limited is part of the group | active |
Government spending data: These suppliers have received £308,619 in 26 payments (over £25k) from Welsh Government, Dyfed-Powys Police (2020-03-31 to 2025-09-26).