WDR intends to further develop its marketing and brand management

to set up a new partner network. Four individual framework agreements will be signed in the near future.

the competition.

WDR intends to set up a new partner network for the further development of its marketing and brand management. Four individual framework agreements will be put up for competition in the near future. In this procedure, only the object of award 1 "Brand management" is awarded.

1. Brand management

Translation of the corporate strategy into effective brand management for the company

and the offers as well as the networking of initiatives and measures in the company

as well as at the ARD level.

For the subject of service "brand management" advertised here

a minimum purchase quantity of EUR 300 thousand gross per year for the minimum contract period

guaranteed for two years. The estimated order volume will be used for regular services

estimated at approx. 450 TEUR gross per year. In addition, further project budgets are available for supplementary

Measures available.

Further details can be found in the tender documents including annexes.

The following tenders will be issued in three separate tenders:

in close temporal connection with this call for proposals.

2. Corporate und Experience Design

Translating brand strategies into an exciting, impactful brand experience for the

Users

3. Brand communication internally and externally

Translation of brand strategies into effective and creative communication concepts with

measurable impact

4. Media design, production and management

Creative media design, image editing, media production, interfaces to existing media

and new communication and production partners, production control and consulting

along the entire media creation process

For the award items 2-4, similar purchase quantities are guaranteed as in this

Vergabegegenstand 1.

Initial situation and goals

In recent years, the diverse technological and social

Fundamental changes in people's expectations of media and their usage behaviour

transformed. Public service broadcasting is confronted with a debate on legitimacy.

WDR meets these challenges with a consistent, future-oriented

Strategy, which is reflected in a further developed organizational structure and corporate culture, among other things

Reflects.

In line with the strategic orientation of WDR as part of ARD, this will also

further develop the WDR brand and its brand and product portfolio. In addition,

Due to the large number of new channels and offers of the WDR, the requirements for marketing

and multiply efforts. The numerous changes are an occasion to change the marketing

and brand management at WDR. In doing so,

pursues two core objectives:

A. Optimisation of the impact of WDR's trademarks in the context of ARD

B. Increasing the efficiency of marketing and brand management

The WDR with its mandate and its offers for NRW is to be carried out in accordance with the requirements of the

society in the sense of the public law idea can be developed in the best possible way.

The strengths of WDR's brands are to be continuously expanded and consistently used for the

achievement of the company's goals. For this purpose, existing foundations,

Structures, processes and instruments in marketing and brand management reviewed and

according to the requirements of the WDR. Marketing and brand management

should be set up in such a way that the services are as effective and efficient as

can be provided. It is important that the central marketing department

works closely with those responsible for the offerings and the corporate strategy

and that strategic and operational initiatives and measures are well balanced,

so that the division's ability to act is ensured in the short, medium and long term.