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Pursuit Coaching - BAE Systems

Bid Context.

Competitive bid to design and construct nine anti-submarine Frigates for the Royal Australian Navy - one of the world's largest naval contract in a decade, and valued at more than

GBP £20 Billion. Artemis was engaged by the Global Commercial Director to be the

sole external bid advisor to BAE Systems

Our Client.

BAE Systems Maritime Services UK. 
BAE Systems is a global defence, aerospace and security company employing around 83,000 people worldwide.

What we are proud of.

In a four way competition which included an incumbent provider our client won despite having a solution considered to be the least proven (as no ship had yet been built), and the most expensive. One defence analyst refers to the win as the "Deal of the Century" for the United Kingdom.

Our Services.

As part of a team of more than 100 in-house technical, commercial, military and communication experts, our European Managing Partner Ian Forbes facilitated the creation of a clear win theme and positioning, developed win messages and authored key summary sections as well as structuring and editing the substantial bid document and associated video.

What our client said.

Nigel Stewart

Global Commercial Director, ​BAE Systems Maritime

Nigel Stewart.jpg

Ian worked as part of a joint UK and Australian team over a three-month period contributing in a number of areas. This included working with us on the process and structure of how best to deliver a very substantial document that was tailored to different stakeholders, and one that fully articulated the advantages of the BAE Systems offer in a set of simple and compelling messages. He brought detailed bid and campaign experience into the team to complement the defence and ship building knowledge that we had. This valuable external focus, and very constructive challenge to the way we normally or always do things, ensured we always held the mirror up to ourselves and asked the question about how our offer would be viewed by the various Australian government and naval stakeholders.

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