On November 24, 2017, a White Paper on Marketing Communications was signed in the presence of experts from purchasing and marketing departments as well as agencies. Signatories included all organizations participating in two years of industry dialogue and their signatures ratified the recommendations and standards developed. The white paper signatories included: SAR Marketing Association and the Polish Association of Logistics and Purchasing Managers, who organized the dialogue; IAB Poland – the Association of Internet Industry Employers; Polish Public Relations Consultancy Association; IAA Poland – the International Advertising Association; SAR Event Agencies Club; the Association of Incentive Travel Organizers; and the Event Industry Association.
The industry dialogue aimed to create a platform for knowledge exchange and to establish best cooperation standards and tender tools in eight marketing categories (full service, digital, events, PR, production of advertising films, incentive travel, branding, media), bearing in mind the equality and business partnership of the parties and the highest possible efficiency in marketing purchases.
The white paper constitutes the first of nine sections of generalized guidelines and recommendations based on the work of eight groups. It contains a set of good practices and standards for effective cooperation between service providers and agencies. Organizations representing the marketing communications market in Poland signed a declaration of adoption of the Marketing Communications Industry White Paper as a recommendation of new standards and good practices and have committed to their promotion in the industry and among their members.
Each subsequent chapter regards tenders for one of the eight categories (full service, digital, events, PR, production of advertising films, incentive travel, branding, media) and will refer to the first chapter guidelines; in the event of deviations from the main recommendations, each chapter will provide its own guidelines and specific tender tools (as agreed by the eight expert groups). Each of the published chapters will contain guidelines in descriptive format as well as tender tools (document templates).
Forty-one experts from agencies and forty-one experts from companies that most often use advertising services participated in project discussions, i.e. the FMCG, pharmaceutical, banking, insurance, media and entertainment, telecommunications and transport industries. Two hundred and twenty people took part in open meetings.
The results of the discussions and findings of business practitioners are available on an open platform at dobryprzetarg.com.pl