An ethical, and therefore - effective tender is a guarantee of a more efficient business - representatives of the Polish marketing industry argue in the latest commercial. How not to lose in the tender bingo?
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Association of Marketing Communication SAR, Polish Supply Management Leaders (PSML) and International Advertising Association IAA Poland have joined forces in a joint initiative to promote ethical tender practices. The result of the cooperation of the organizations is the "Tender Bingo" campaign, the main goal of which is to increase awareness of the harm that unfair tender practices bring to all parties involved in them.
The negative effects of such actions were presented in a humorous commercial with Janusz Chabior in the lead role. Alongside him on the screen appear people representing the marketing and advertising industry, including Dorota N. Haller, Darek Maciołek, Adrian Kawecki, Jerzy Minorczyk and Paweł Tyszkiewicz. The film is also accompanied by a website skutecznyprzetarg.pl, where ten honest tender practices are listed that help effectively choose a marketing partner.
– The campaign aims to show that our entire industry no longer wants to play "tender bingo". Both parties are interested in strengthening jointly developed standards so that they become a common and effective practice. Years of experience have proven to us that these are a guarantee of increasing marketing and business effectiveness - says Marcin Gaworski, president of SAR.
Among the practices mentioned by the organizations are, among others, a specific definition of the tender objectives and the number of entities participating in it, disclosure of the campaign budget or presentation of objective and transparent candidate selection criteria. All points with their brief explanation are available on the previously mentioned website.
– An effective tender is effective business. Industry dialogue and the application of jointly developed standards with respect for resources pay off in business, as they lead to better ideas, time savings, money and allow for environmental care – argues Agnieszka Sora, President of the Board of IAA Poland.
Meanwhile, Mariusz Gerałtowski, President of the Board of PSML, adds:
– We want to promote respect for resources, because as a result it leads to better ideas, time savings, money, and also the resources of the planet. It also encourages greater motivation and engagement of suppliers. We have no doubt that effective standards in business mean an effective partner and effective results.
As part of the action, a digital campaign, educational advertorials featuring marketers appearing in the spot, mailings and social media activities with industry experts are also planned.
The "Tender Bingo" campaign is part of a broader initiative called Industry Dialogue. The project was established in 2015 and currently brings together thirty-six experts from the agency side and forty-two from the most advertising industries: FMCG, pharmacy, banking, insurance, media, telecommunications and transport.
In previous years, the participants of the Dialogue developed the White Book of Marketing Communication, which is a collection of recommendations and tools in nine basic marketing categories. All organizations co-creating the Industry Dialogue have committed to accepting the standards developed in the White Book.
– The need for this and similar campaigns is evidenced by dozens, if not hundreds of questionable quality tenders for marketing services and as many, if not more, poor submissions – believes Tomasz Piechnik, Chief Content Officer at the digital agency MU Interactive.
– I keep my fingers crossed that the "Tender bingo" campaign will resonate as widely as possible and reach the largest number of recipients. This and similar campaigns are a necessary factor in bringing us closer to normalization in the conduct of tenders, and the White Paper is a great source of knowledge about what a model tender process should look like – summarizes Piechnik.
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