This pact is just the beginning. There’s a lot to evolve. We have a collective responsibility to leave a legacy for future generations
Cenp – Advertising Market Self-Regulation Forum brought together the market at the Tivoli Mofarrej Hotel, in São Paulo, this Tuesday morning (3/12), to launch the ‘Cenp Pact – The guide to good practices in the advertising market’.
Developed over the last 18 months, the document presents recommendations for competitions, financial sustainability, transparency in processes and incentive plans – some crucial topics in the communications industry.
Dialogue, attention to deadlines, remuneration, copyright protection, efforts in investments and relationships. involvement of leaders, respect for technical criteria and compliance with contractual issues are among Cenp’s general suggestions for building healthy relationships, today one of the entity’s main agendas, which increasingly acts as a promoter of good practices and less as a supervisor.
The themes will be worked on throughout 2025 with a series of events across the country with the mission of renegotiating beliefs and values.
“This pact is just the beginning. There’s a lot to evolve. We have a collective responsibility to leave a legacy for future generations. The world will change, with artificial intelligence, but the market will always depend on professionals, and trust is the greatest intangible asset of a market”, analyzes Luiz Lara, president of Cenp – Advertising Market Self-Regulation Forum and chairman of the TBWA group in Brazil.
Payment deadlines
The document warns of the negative impact of extremely long payment deadlines on the financial survival of companies. “Since the companies’ various commitments have monthly due dates, it is recommended that payments to suppliers and partners be made as close as possible to this period, after the end of the service provided, thus avoiding long deadlines that are harmful to sustainability. financial situation of the entire ecosystem. The parties need to be in full agreement regarding longer payment terms, avoiding impositions and always respecting market practices and free negotiation”, says the document.
Payment terms currently practiced in the market last up to 180 days, tying up companies’ capital and forcing them to take out loans. Professionals end up losing themselves in debt that limits contributions potentially applied to innovation, technical and creative quality. As anticipated by propmarkCenp planned to launch the document in October in order to promote sustainable relations and “mitigate possible disagreements”.
Apro+Som is already working on drafting a proposal for a bill, the objective of which is to guarantee that companies will be paid again within 30 days. “A legal action would stop this practice of very long deadlines”, declared Bia Ambrogi, president of the association, to the report.
