MC/2026/01 Media Buying Audit Services

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1. At a glance

2. Scope of Work

Fáilte Ireland requires a Media Buying Auditor to conduct comprehensive audits of its media buying activities. The contract encompasses auditing all media purchases made in support of Fáilte Ireland’s consumer-facing, industry-facing, and public-awareness campaigns, which involve an annual media spend of €6 to €8 million.

The contractor's day-to-day activities include:

• Conducting Audits: A minimum of two in-depth audits per year will be required, covering all media buys and campaigns.
• Performance Benchmarking: Audits will benchmark performance against:
• Media cost and control KPIs established in the media agency's contract.
• Performance standards within the tourism sector and other relevant sectors.
• Assessment of Media Buying Process: The audits will evaluate:
• Effectiveness (control, quality, coverage, reach, frequency).
• Value for money.
• Regulatory Compliance Review: Review Fáilte Ireland’s compliance with media regulatory requirements as a public body.
• Agency Fee Evaluation: Provide an independent evaluation of agency fees, including both in-scope and out-of-scope charges.
• Reporting: Each audit report must include recommendations for the subsequent 6-month period to enhance efficiency, effectiveness, and value for money.
• Training Sessions: Conduct a minimum of quarterly 2-hour briefing/training sessions annually with the Fáilte Ireland marketing team, covering topics such as media landscape briefings and media planning.

The contractor will be expected to engage with the marketing team to tailor these training sessions based on their specific needs.

3. Background & buyer context

This procurement aligns with Fáilte Ireland's ongoing commitment to enhancing the effectiveness of its marketing strategies and ensuring value for money in its media expenditures. The contract is part of a broader initiative to support the tourism industry in Ireland, particularly in light of the evolving media landscape and the need for rigorous evaluation of media strategies. Fáilte Ireland has a history of engaging external auditors for similar services, aiming to improve operational efficiency and compliance with regulatory standards.

4. Eligibility & selection criteria

Bidders must meet the following eligibility and selection criteria:

• Turnover requirement: Minimum average annual turnover of €72,000 over the last three financial years.
• Insurance:
• Employer’s Liability Insurance with an indemnity limit of €13,000,000.
• Public Liability Insurance with an indemnity limit of €6,500,000.
• Professional Indemnity Insurance with an indemnity limit of €1,300,000 for each claim.
• Certifications: Not specified for this tender.
• Past experience: Evidence of at least three contracts undertaken within the last three years that demonstrate experience in providing similar services.
• Personnel: Not specified for this tender.
• Geographic / facility constraints: Not specified for this tender.

5. Award criteria & scoring

Bids will be evaluated based on the following criteria:

The contract will be awarded to the lowest total cost tender that meets all qualitative award criteria.

6. Submission requirements

Bidders must submit the following documentation:

• Method statement / response document: Follow the provided template, adhering to any specified page limits.
• CVs: Include CVs for key personnel, with a maximum of two pages per CV.
• Pricing schedule: Use the specified template for pricing.
• Case studies: Provide details of three relevant case studies, each with a value range of at least €72,000.
• Declarations: Include ESPD, Bona Fides, Tax clearance, and Conflict of Interest declarations.
• Mandatory site visit: Not specified for this tender.
• Submission portal: Tenders must be submitted via the eTenders platform, following specific format rules.

7. Key dates & process

8. Contract terms that matter

Key contract terms include:

• Duration: The contract is for three years, with an option to extend for up to two additional years.
• Payment terms: Payment will be made within 15 days of receipt of a correct invoice.
• Key SLAs/KPIs: Specific KPIs related to audit effectiveness and training session delivery will be established.
• Termination clauses: Not specified for this tender.
• IP ownership: All materials developed during the contract will be owned by Fáilte Ireland.
• Sub-contracting rules: Subcontracting is permitted, but the main contractor must retain overall responsibility.

9. Risks, red flags & unusuals

Potential risks and concerns include:

• The requirement for a minimum average annual turnover of €72,000 may limit participation from smaller firms.
• The insurance requirements are substantial, particularly the Professional Indemnity Insurance, which could be a barrier for some bidders.
• The tight timeline for submission and the requirement for comprehensive documentation may pose challenges for smaller businesses with limited resources.

10. SME fit assessment

• Credible bidders: Small to medium-sized enterprises (SMEs) with experience in media auditing and compliance, capable of meeting the insurance and turnover requirements.
• Consortium or sub-contracting: Bidders may form consortia, but a single entity must be designated as the Prime Contractor.
• Indicative bid-prep effort: Estimated preparation time is approximately 10-15 days, considering the need for detailed documentation and case studies.
• Pwin signal: The presence of established firms in the sector may indicate a competitive environment, but the specific requirements may open opportunities for SMEs with relevant experience.

11. Where to dig deeper

• Source RFT filename: ITT Media Buying Audit Services.docx
• eTenders CFT ID: not specified
• Contact email: www.etenders.gov.ie
• Important attachments: Appendix 1 – Fáilte Ireland Supply of Services Contract, Section A – Pass/Fail Criteria.