Glasgow 2026 is seeking a Glasgow-based creative agency to lead the development of high-impact, integrated advertising and engagement campaigns that will inspire audiences, generate excitement, and capture the spirit of a Brilliantly Different Games.

From mass awareness to ticketing, volunteering, and merchandising campaigns, this is an opportunity to shape how people experience Glasgow 2026 — before, during and beyond the Games.

Key Objectives

  • Build a bold and distinctive brand narrative for Glasgow 2026

  • Develop and test creative concepts and messaging across segmented audiences

  • Deliver multi-channel advertising campaigns that inspire action and spark engagement

  • Work hand-in-hand with our media buying agency and internal team to ensure consistency and creative excellence

  • Produce toolkits and assets that can be scaled across digital, OOH, and partner channels

Campaign Timeline Highlights

  • Mass awareness campaign: July–August 2025

  • Volunteer recruitment campaign: Autumn 2025

  • Ticketing campaign launch: Winter 2025 into 2026

  • Merchandise & mascot campaigns throughout 2025–2026

  • All campaigns conclude by Games end: 2 August 2026

What We’re Looking For

We want to hear from creative agencies that:

  • Understand how to craft emotionally resonant campaigns grounded in data and insight

  • Have a proven track record in delivering high-impact, multi-channel creative

  • Can act as a flexible, collaborative partner working alongside media, ticketing, and internal teams

  • Are passionate about bringing a uniquely Glasgow energy to a global stage

Scope of Work

The appointed agency will:

  • Develop the overarching marketing plan and creative strategy

  • Test and refine campaign messaging through audience research

  • Deliver creative campaigns for brand awareness, ticket sales, volunteer recruitment, and merchandising

  • Provide creative toolkits for internal use and adaptation

  • Create a flexible naming architecture and visual system for sub-brands (excluding mascot and baton relay, which are complete)

Proposal Requirements

  • Detailed methodology and creative approach

  • Agency credentials and relevant case studies

  • Timeline, milestones, and approach to risk management

  • Transparent cost proposal, including day rates and deliverables

  • Key personnel bios and agency structure

  • Demonstrated commitment to EDI, sustainability, and local workforce development

  • At least three client references from similar work

How to Apply

Download the RFP document for full application criteria.

Download the RFP Document Here

Deadline for proposals: 25 April 2025
Presentations: 6 May 2025
Final decision: Before 9 May 2025

Submit your proposal to:
marketing@glasgow2026.com

For questions, contact:
Louisa Mahon, Chief Marketing and Communications Officer – louisa.mahon@glasgow2026.com