Currently held by MediaCom, which defended the business in a competitive pitch in 2006, the account is split between HR People Services and the Directorate of Public Affairs (DPA) for the Metropolitan Police Service.
The tender is live and bidding agencies are asked to complete pre-qualification questionnaires by 14 December. The police authority is looking to award a framework contract for an initial term of three years with the option to extend for a further 12 months.
The DPA requirement focuses on campaigns tackling issues such as counter-terrorism, gun crime, domestic violence, knife crime and community policing.
The tender notice said: "While most campaigns are planned in advance, external events can sometimes require that marketing activity is planned and implemented at short notice."
The HR requirement focuses on recruitment campaigns targeted at the full range of police workers including police officers and community support workers. Advertising for this department will mainly be London-centric, though national exposure may also be necessary.
The Met uses a variety of media for its campaigns, including television, press, radio, outdoor and cinema. It also uses viral marketing, e-mail and SMS to reach younger audiences.