Post by account_disabled on Jan 8, 2024 4:25:01 GMT -5
The Madrid City Council is in the crosshairs of Spanish publicists. This is because the Association of Transformative Creativity Agencies (ACT) and La FEDE-Agencias de España, the most representative entities of Spanish advertising agencies in all specialties, want the Madrid Executive to reconsider the guidelines of the contest that it has called to select a group of companies for creative services through a framework agreement. «It conforms to what is established for the framework agreements in the Sector Contracts Law, but that does not oblige the city council to make the price the final and definitive element of its communication decisions, an aspect that we ask that be reconsidered for the good of the effectiveness of the objectives pursued and the advertising activity," states the letter sent to the Madrid City Council. The main argument pointed out in the letter is that "as the process is proposed, it leaves out the strategic and creative quality of the proposals to the detriment of their effectiveness, since the lowest offer ends up being based exclusively on a piece rate already established in the first phase of the contest well below the market.
The strategy together with the creativity in which it materializes is the element that most influences the result of any advertising action and, in most cases, is the least expensive of those that come into play in a campaign. Reducing Email Data the end of the entire selection process to an economic proposal is " forcing participants to save on hours of strategic and creative work and opening the door for them to seek the award by presenting work inappropriate for a city council like that of the capital of Spain" , which by its own rules would be forced to approve one of them, the most economical, without considering its suitability. The desire of the agencies The guidelines imposed by the Madrid corporation do not take into account the wishes of the agencies . "They want to be proud of their work, especially when it comes to campaigns aimed at social good, such as those of city councils," they point out. And forcing them to focus their efforts on making an economic proposal for demolition is detrimental to all the parties involved, including those administered, the brand image transmitted by the city council itself and, above all, the objectives pursued with the specific action.
Next, the Association of Transformative Creativity Agencies and the FEDE-Agencies of Spain establish a curious parallel: «To put an easily understandable simile, what the city council intends is as if the best painters and artists were selected to paint the Sistine Chapel . Then the work will be commissioned to the one who charges the least for the painting necessary for the order. With the same amount of paint you can make a masterpiece, a mediocre one or a despicable one," they explain. The letter clarifies that talent is a rare and valuable asset in all businesses and, of course, in advertising and "that is reflected in the most humble piece such as a poster, to the most ambitious multimedia campaign. On the same piece, effective communication can be created due to its strategy and creativity, or a crude and ineffective campaign," the writing says. Therefore, FEDE-Agencies of Spain and the Association of Transformative Creativity Agencies (ACT) estimate that if the contest is modified, many "outstanding talent" agencies could reconsider their participation in it and request that the city council reduce the deadline. for the decision that results in your opinion abnormally long (6 months).
The strategy together with the creativity in which it materializes is the element that most influences the result of any advertising action and, in most cases, is the least expensive of those that come into play in a campaign. Reducing Email Data the end of the entire selection process to an economic proposal is " forcing participants to save on hours of strategic and creative work and opening the door for them to seek the award by presenting work inappropriate for a city council like that of the capital of Spain" , which by its own rules would be forced to approve one of them, the most economical, without considering its suitability. The desire of the agencies The guidelines imposed by the Madrid corporation do not take into account the wishes of the agencies . "They want to be proud of their work, especially when it comes to campaigns aimed at social good, such as those of city councils," they point out. And forcing them to focus their efforts on making an economic proposal for demolition is detrimental to all the parties involved, including those administered, the brand image transmitted by the city council itself and, above all, the objectives pursued with the specific action.
Next, the Association of Transformative Creativity Agencies and the FEDE-Agencies of Spain establish a curious parallel: «To put an easily understandable simile, what the city council intends is as if the best painters and artists were selected to paint the Sistine Chapel . Then the work will be commissioned to the one who charges the least for the painting necessary for the order. With the same amount of paint you can make a masterpiece, a mediocre one or a despicable one," they explain. The letter clarifies that talent is a rare and valuable asset in all businesses and, of course, in advertising and "that is reflected in the most humble piece such as a poster, to the most ambitious multimedia campaign. On the same piece, effective communication can be created due to its strategy and creativity, or a crude and ineffective campaign," the writing says. Therefore, FEDE-Agencies of Spain and the Association of Transformative Creativity Agencies (ACT) estimate that if the contest is modified, many "outstanding talent" agencies could reconsider their participation in it and request that the city council reduce the deadline. for the decision that results in your opinion abnormally long (6 months).