CTB is preparing a major multi-year Integrated Marketing Communications (IMC) tender for a single agency to run all B2C digital operations: social media across 20+ accounts and 12 international markets, Catalunya.com (AEM), CRM (Microsoft Dynamics 365), influencers and AI. The tender scope is €2–3M per year across a 1+1+1+1 structure.
DTTT has been asked to provide the AI strategic input that feeds directly into the tender specification — covering operational AI capabilities the appointed agency must demonstrate, bold innovation opportunities aligned to the 4+4 strategy, a governance framework, and a restructured innovation programme positioning Catalunya as an AI test bed.
The AI capabilities the appointed agency must demonstrate: translation at scale (DeepL / AEM), AI social listening, always-on content, AI content planning (Adobe GenStudio), Generative Engine Optimisation, website personalisation and conversational interfaces, CRM transformation (Dynamics 365 Copilot), content production and adaptation, sector empowerment tools, and AI analytics mapped to CTB's KPIs.
Each section ends with a teal callout specifying exactly what CTB should ask of agency respondents, mapped to the existing tech stack (AEM, Dynamics 365, Adobe Analytics, Power BI).
To strengthen the tender: the ten sections feed directly into section 3.4.1 of the Technical Specifications document — either through the separate Section 3.4.1 Revised Text document or by lifting individual callout boxes.
To evaluate proposals: each callout box sets out what a specific, credible proposal must address — distinguishing genuine AI capability from generic claims.
Five areas where AI enables the 4+4 strategy to achieve ambitions conventional marketing cannot: AI creative entities and characters; AI-powered visitor experience and digital service design; AI as the discovery and dispersal layer; residents as AI-empowered co-creators; and open innovation positioning Catalunya as an AI test bed.
Each opportunity is presented at two levels — Light AI and Deep AI — and closes with indicators of what a strong agency proposal will include, to help distinguish transformative from merely competent responses.
To set ambition in the tender: invite respondents to engage with these areas and propose how they would address them — creating space for the market to bring forward its best thinking.
To evaluate proposals: an agency that does not engage with these areas is delivering a limited partnership. Use the 'What a strong proposal will include' boxes as evaluation criteria.
Section A — Governance: the DTTT AI Transparency Framework (four models: Transparency A–E, Productivity and Delivery Extension, Environmental Impact, Content Integrity) and specific tender governance requirements including a tools register, named governance individual, Content Integrity disclosure codes and quarterly reviews.
Section B — Innovation programme: AI innovation fund, rolling sprint programme, and an independently managed programme body with a four-year sprint calendar mapped to the 4+4 objectives. DTTT's recommended option: governance in the tender, innovation programme as a separate commission.
For the legal meeting: Section A's governance requirements callout contains specific tender clause language for legal review — particularly the tools register, synthetic imagery approval and named governance individual requirements.
For the innovation programme: CTB needs to decide whether to include the programme in the IMC tender or run it as a separate commission. This decision determines whether and how DTTT's proposed management role is formalised.
Every original bullet from the Technical Specifications document reproduced exactly, with seven proposed additions immediately after each relevant clause in teal review boxes. Additions cover: multilingual AI translation, content adaptation vs. generation, social listening operational model, GEO/AEO (new clause), CRM baseline audit, sector content scaling and resident co-creation, and governance operational obligations.
Elena can read through, accept or adjust the additions, strip the teal review boxes, and paste the result directly into the Technical Specifications document. No reconstruction needed. A covering note explains each addition in one line. The closing legal note flags the governance clauses for review before Friday's meeting.
-
✓Initial RFP DraftComplete
-
◈Bold AI OpportunitiesIn review — v4
-
◈Part 1: Core B2C AIIn review — v1
-
◎Part 2: Bold AI OpportunitiesIn progress
-
◎Part 3: Governance & InnovationIn progress
-
◎Full RFP BriefPending CTB input
-
◎AI Strategy FrameworkPlanned
- 01 CTB reviews all three parts and the revised Section 3.4.1 text before the legal department meeting.
- 02 CTB legal team reviews the governance clauses in the Section 3.4.1 text and confirms wording appropriate to the administrative contract.
- 03 CTB confirms which of the proposed additions to incorporate into the final Technical Specifications document.
- 04 CTB confirms the innovation programme structure — whether to embed within the tender or run as a separate commission — so DTTT can formalise its proposed role.
- 05 Follow-up call to review feedback across all three parts and agree on any further advisory work for the evaluation phase.