When the issue of advertising competitions is addressed, it is usual to meet agencies that claim best practices from advertisers, and advertisers who ask agencies to more understanding regarding efficiency and the achievement of results. A hint of approaching positions or, at least, a call to empathy, is what distilled the first event carried out by the platform Fair competitions With the associations attached.

The project, presented last January by the COMMUNICATION-LA FEDE COMPANIES ASSOCIATIONPrecisely seeks to improve the relationship between agencies and advertisers, among other things, through more fair and transparent competition processes, moved by ethics, professionalism and fair compensation.

The goal seems a bit closer, as they understand from the platform, according to the advances achieved in Gather industry agents around your proposal. In just five months of experience, contests together already congregates seven associations of the sector, and is in conversations with three others to adhere.

The attached associations are:

• Association of Communication Companies, La Fede
• Association of Producers and Post Productors of Advertising of Spain, APCP
• Communication Consulting Association, ADC
• Spanish Association of Health Advertising and Communication Agencies, AEAPS
• Associated Spanish Event Agencies, AEVEA
• Mice forum
• The publicitat gremi, communication i màrqueting de Catalunya

In this sense, the balance they make from fair competitions is positive. “The platform is taking the flight and while between agencies and advertisers”, Said Jesús Ovejero, president of the Fede creative agencies section, during the meeting, which has been entitled“ Relations that work, competitions that inspire ”.”We do not intend to change the sector, because it is very complicated, but we do seek to generate more ethical and transparent practices”
The platform is also working on training projects with schools and universities to bring the message closer to future professionals.

Respect for the work of agencies

These best practices were the central axis of interventions and conversations during the event, and professionals highlighted the need to continue building a Cultural change. Although they recognize that there is greater awareness of what should be a fair contest, it is necessary to advance in the development of healthy, strong, lasting and transparent relationships between agencies and clients.

The contest is, in most cases, the beginning of that relationship and collaboration. And for Gonzalo Sáiz, who was Bankinter marketing director until last February and now a professor at EDEM Entrepreneurs, the advertiser must be the one who puts the first stone, and more specifically, the head of the brand. The will must be Respect the work of agencies so that the competitions are fair and functional.

“A finished product is not quoted. In a contest, strategy, creativity, intellectual and emotional work that requires time, resources and capacities is requested“He said.”The new business costs a lot of money. Invoicable hours that are not billed, development of ideas, research, production of materials and wear of professionals, with hope, not with the guarantee, of being selected ”.

Therefore, he encouraged brands and advertisers to move towards a Culture of Responsible Contest. That in practice it translates into clear and realistic briefings, paid or compensated competitions, an affordable number of invited agencies, realistic deadlines, transparent processes, clear criteria of evaluation and feedback.

“What should be an excellence -oriented process ends, in many cases, compromising the quality of the result. But well structured, the contest allows comparing capacities, methodologies and proposals“Sáiz said.”The collective force of the sector is the only way to protect the value of work. If we take care of the process, we will take care of the result”

Empathy towards the advertiser

In addition to underlining the importance of respect for the work carried out by agencies, professionals also highlighted the advances that some advertisers have made in the call for competitions, since, among other things, they have understood that it is a time with Implications in your reputation and that can define its image for the industry. They also understand the responsibility they have in their way of acting in the market.

“When a contest is addressed, the first thing to be done is an internal reflection, a preparation work to determine from the beginning what the objective is”; Said Marta Alonso, Marketing Prosement Manager of Pernod Ricard.”It is an exercise of respect for the work of the other, it must be detailed and measured to achieve what we are looking for in the most efficient way”

In this sense, he defended the value of the synergies between purchases and marketing to work hand in hand and with knowledge of what is being evaluated. He also stressed that advertisers have a defined action line and standardized processes When addressing the contests, especially adequate in the face of rotation and changes by which marketing leadership is usually characterized and that the relationship with agencies is often based on personal affinity.

However, it also considers that respect is bidirectional and that agencies also show Understanding the idiosyncrasy of advertisers. “We have a Damocles sword called efficiency and results. If the work with the agency does not work, we have to call a contest”, Argued Alonso.“That is why it is perhaps more important than the relationship is based on transparency, honesty and respect”

A challenging scenario

The pressure that advertisers live, specifically, the one experienced by the maximum representative is a reflection, as Kika Samblás, Founding Partner and Managing Director of Scopen, of Scopen, of A changing market. This is marked by the constant budget reduction, the search for efficiency, multichannel and fragmentation of attention and a marketing discipline in increasing complexity and technification.

“Collaboration is increasingly important. The partners must be more understanding with the advertiser’s ecosystem, allies of marketing directors, and travel companions to raise their position”Samblás said during his speech at the meeting.

However, this challenging panorama is also experienced by agencies, which face the decrease in media investment, an increasingly broad number of actors, to excess supply, to the dissolution of traditional disciplines and the search for multicapetacity by advertisers. This faces agencies to an increasingly complicated game board in which they must understand or rethink how their proposals fit in the market. Evolve from service companies to solution companies.

All this, in addition, is already being impacted by the transformations proposed by the artificial intelligence. An AI that, in addition, will also force Rehender the contest model and the relations between agency and advertiser. The influence of technology in the processes of production, ideation or data management will require greater sophistication in contractual relationships. Issues such as remuneration, intellectual property or data security, among others, will be impacted by artificial intelligence.

“You have to start thinking about competitions in a more open way, but always based on talent”, Said Kika Samblás referring to the importance of raising the human factor to protect the work of the industry.”Contests are the most used selection method, and will continue to be. We must make them responsible, transparent and righteous”

It is the message that Elia Méndez, general director of the Fede, reiterated at the end of the meeting, pointing out that Responsibility with a better operation of the sector is both collective and individual. “We make people people, and relationships are between us. Ethics is within each one “.