Over the last two years we have invested time and resources into understanding the segments of the UK population with regards to heat pumps and tested messages with them to gain further insights on what prompts action. 

We are planning to run a communications campaign targeting four segments from our heat pump segmentation work - specifically those who can afford and could install:  the unconvinced early adopters (‘eco high earning Gen Xers’ and ‘techie young families’) and the house proud early majority (‘tech cautious pre retirees’ and ‘rural retirees on stable incomes’.) These are bespoke segments built with Experian on Mosaic groupings. 

The campaign will run across 2027 and 2028 with potential for three bursts of activity - a first burst from mid January-March 2027, when heating is front of mind, a second over the summer period of 2027 with a focus on cooling, and a third during winter 2027/28 with a focus on heating. The campaign will target the segments in areas with a high density of the target audience.

This invitation to tender (ITT) has been prepared by Nesta for the purposes of inviting proposals from candidates for the provision of a media agency partner who can, with oversight from our communications team, plan, buy and manage media for a regional campaign targeting our four audience segments to shift perceptions and intentions towards low-carbon home heating. 

We are looking for a media agency to:

• develop and deliver a media buying strategy to reach the target audience that maximises the impact of our budget to reach and shift perceptions among target segments. The strategy should cover stage one (January-March 2027) but be adaptable for stages 2 (summer 2027) and 3 (winter 2027/8)
• develop costed laydown channel plans for stage one (January-March 2027)
• buy media for stage one (January-March 2027)
• monitor and report weekly on campaign performance and propose adjustments to strategy based on those weekly insights with a view to week by week improvements  (during stage one (January-March 2027)

The campaign itself will run from January-March 2027. 

Nesta is the project lead but we expert the supplier to work closely with other agencies, including the creative agency to ensure asset specs and lead times are effectively communicated.

We're looking for a supplier who can demonstrate:

• experience in creating media strategies for target audiences, providing costed lay down plans and buying, managing and reporting on media 
• the ability to meet the timelines required for the campaign to run from January 2027
• a creative approach to reaching the target audience where they are

Once appointed, the successful supplier will be expected to:

• work with Nesta and other campaign suppliers to provide channel strategy and advice on lead times
• secure all media agreed
• report on media performance and advise on any ways to optimise the campaign

Written proposals should respond to requirements laid out in the ITT, together with a completed pricing schedule.

Proposals should be single-spaced, in 12-point font, on A4 paper, and submitted as a single electronic document (PDF or Word).

Your entire proposal, including all supporting documentation, should be addressed to Elin Price and e-mailed to [email protected] by no later than 18:00 BST on Thursday 22 October 2026.

Please read the full ITT and Annex 1 for complete details, including the evaluation criteria, terms and conditions, and full scope of services.

If you have a specific question not answered in the ITT or its annexes, please email [email protected].