The objective of the document is to standardize the agency selection process
The Brazilian Association of Communication Agencies (Abracom) and the Brazilian Association of Advertisers (ABA) launched the ‘Purchasing Guide for Corporate Communication Services’.
The initiative aims to improve and standardize the selection process for corporate communications agencies. The guide ranges from the importance of a solid briefing to transparency in assessment and provides guidelines for an ethical and efficient approach.
The guide highlights, in Phase 1, the importance of establishing a solid briefing, highlighting its importance as a crucial source of information about the company, market, products, services, target audiences, brand territories and values. It is recommended to use a briefing model provided by Abracom to optimize competition.
In Phase 2, the emphasis is on the need to ensure transparency and equality of information among competitors. It is suggested that the briefing be presented simultaneously to all agencies, followed by equal periods for individualized transmission, ensuring an equitable assessment of skills through portfolios and leadership of competing companies.
Phase 3 highlights the importance of an RFP (Request for proposal) detailed, covering briefing, deadlines and clear technical and commercial proposals. The guide highlights the need to dedicate adequate time, suggesting a deadline of 2 to 3 weeks for proposals, considering the complexity of the notice.
Transparency in the evaluation process is the central point of Phase 4, from the initial stages to the evaluation of technical and commercial proposals. The guide highlights the importance of clear criteria and a published methodology to ensure an objective decision aligned with real needs. The assessment of the agencies’ competencies and portfolio is emphasized in Phase 5, including the request to present the portfolio of offers, customers, segments served and cases.
Phase 6 highlights the need to guarantee budgeting before the competition begins, emphasizing the importance of fair negotiations that consider team structure, scope of work and investment in the service. Phase 7 addresses ethical solutions for situations such as misappropriation of ideas, suggesting the possibility of dividing the work between two agencies or requesting a quote for the idea presented by another agency.
Phases 8 to 10 emphasize the importance of efficient processes, transparent feedback and the need for competing agencies to be aware of the level of detail when evaluating proposals, following ethical standards to ensure more transparent and equitable relationships between agencies and advertisers.
(Credit: Photo by Sean Pollock on Unsplash)
