It is not the first time that, in this window and in other comma agency windows, we talk about the often absurd conditions of tenders for the provision of communication services.
We did it in 2016, in 2024, in…, but, whatever, nothing has changed. Time passes, but our stubbornness persists.
Between the content we write in this blog, the chats we have with industry professionals in our podcast, the interactions in our social networks… we roll over and over again in a circle, in no case virtuous, of constant complaining, of starting over and of serious concern on the part of professionals who advise companies strategically.
But, in order to be more specific if possible, today I only want to focus on two aspects of this choking issue that I consider fundamental and for which I raise, once again, my voice in favor of achieving, hopefully, an institutional agreement, although I would be satisfied with a serious, professional and resounding debate in the sector to put an end, once and for all, to both absurd practices.
Budgets and competition
These two aspects are very simple: available budget and convened agencies.
We are not moving forward.
The manual of good practices between companies and agencies was presented years ago by DIRCOM and ADC (so much time has passed that even the name of the Association of Communication Agencies has changed), a manual that was ratified years later. Curiously, in most cases, the ‘recommendations’ of this manual are ignored by the convening companies that turn a deaf ear despite being part of the association of signatories, and by agencies that, despite playing with disadvantage, we are not able to refuse to play the game with the rigged rules.
Let’s be serious and stop cheating ourselves. There is an urgent need for a real, resounding and unbreakable agreement between the organizations that represent communication directors, communication agencies, non-associated communication departments and consulting firms that are not members of the Association to put an end to the senselessness of these blind competitions.
When someone is going to purchase a product or service, he knows what resources he has and, therefore, what he can aspire to. Each one of us knows what needs we need to cover and how much we can ask for it. It occurs to me that if you want to go on a cruise you know how much budget you have to do it and we never expect the cruise companies to be satisfied by paying them the price of a large cruise for an exclusive one. Nor do we go to a Michelin restaurant expecting them to charge us for a weekly menu, so why do we expect that, knowing the budget we have and the needs we have, an auction market is created for the highest bidder?
Communication is not about offers or flea markets. It is a serious matter. You are playing with your credibility, your reputation, your brand perception and your personal brand. Not everything counts and everything communicates.
Simple task
This repetitive proposal is really simple to apply. All communications departments know what budgets they have, and everyone knows who they have called for the competition. Sensible transparency is an essential part of our work, so why not apply it ourselves?
When we go to tenders, we always ask for budget and competence. Barely 1% usually give us a positive answer and, although we appeal to the aforementioned Manual of Good Practices, it is useless. Ninety percent do not know it, and although we send it to them, they do not take it into consideration. “We can’t give you that information” is the general response. Even when we encourage them to give our name to the other participants… No way.
The daily modus operandi is quite absurd because, 99% of the time, agencies are asked to adjust the budget. Wouldn’t it be easier, faster and more realistic to do it the other way around?
Personally I think it is much more creative to propose what to do with what you have, than to propose to do great things without knowing if such things are feasible or not. Paper holds everything.
Dircom-ADC Agreement
Comrades. The Manual of Good Practices has become too small or too big for us if we ignore it so much.
A serious, deep, professional and definitive debate is urgently needed among us to improve the state of communication consultancy in Spain. We must move forward, progress, improve and become much more united than we are now.
But there is more. There is professionalism, which we sometimes forget. This is about fellow professionals, colleagues, about the fact that today you are here, but tomorrow, for sure, the wheel will turn and, who knows… That we have to form a profession of height, respect, shared knowledge and good practices. Let’s think about whether we are not partly responsible for not advancing as other specializations that are gaining ground are doing.
