Project Name: / Media agency tender 2006
Date: / 22 November 2006
e-mail: /
- Brief description
As a result of some changes in the media market and the bank’s internal procedures ProCredit Bank wishes to review media agency appointments in order to maintain a competitive edge in the media market.
- Objective of the tender
As the most dynamic bank and one of the biggest advertisers among the financial institutions ProCredit Bank is looking to appoint a media-buying agency that will:
- Maximize the potential of media budgets at every opportunity.
- Demonstrate a clear and efficient buying process
- Show a strong understanding of the key research issues in the market as they impact advertising spending.
- Demonstrate transparency in all areas of media purchasing including provision of contracts, back-up invoicing, and disclosure of third party agreements as they affect ProCredit Bank.
- Execute media services, efficiently at a competitive yet fair remuneration fee.
- Timing and Appointment
The key dates for the completion of the tender and appointment of a centralized media agency are as follows:
- Document to agencies 22.11.2006
- Agency proposals in English (sealed envelope – CD + Hard Copy) – 15.01.2007
- Target Audience
Our target audience is owners/managers of private SME companies engaged in trade, services or production as well as private individuals.
The Socio-Demographic characteristics of the target audience are:
25 – 54 y.o.; 60% male, 40% female, urban, married, 1-2 children; average personal disposable income over 200 EUR; middle class; higher level of education.
- The Brief
- Agency Credentials & Resources
Agency to provide a short company profile to include but not be limited to the following areas:
- Length of presence in the market and ownership structure of the media agency.
- Agency ranking in the market with specifics of print, radio and TV billings overall and by station;
- All the maximum discounts the agencies have on the media buying at all print, radio and TV stations, local and national in the country;
- Agency fee;
- Key staff attached to ProCredit Bank account, including previous media experience, and role on the account.
- Research Data & Materials
ProCredit Bank requests a short section of the agency opinion of the pros and cons for the TV research data provided by the different agencies on the market. Of particular interest are the discrepancies as they impact share of voice, reach (coverage) and costs per GRP.
Finally the Bank requires the agencies’ recommendations on which data source is proposed for planning and buying airtime for ProCredit Bank.
Agencies are invited to include a short section covering any additional research tools, or systems, proprietary or otherwise, that could be demonstrated to have a direct effect on the media plans or budgets of ProCredit Bank.
5.3.Media Environment
Agencies are asked to present Media Scene for 2005 and forecasts/analysis for 2006.
5.4.Competitive analysis
Agencies are asked to present Competitive analysis for 2004 for the Banking sector. The competitive analysis should include Media analysis, as well as BTL. (if information is available).
5.5.TV Station Trading 2005
Using the above working budgets for 2005, please provide a brief overview on the trading methodology with each station. Summary to include but not be limited the following:
- Pricing is discount from rate card or guaranteed CPP?
- Total client discount and all composite elements (client volume, agency discount etc, additional rebates etc) by station.
- Timing of discounts and rebates.
- Prepayment opportunities as they may impact the price of media.
- Third party purchasing arrangements relevant to ProCredit Bank.
- Print Media and Radio Stations Trading 2006
As ProCredit Bank is determined to be close to its customer the Bank will continue using regional/local print media and Radio Stations during 2007. The agencies are required to:
- Having in mind the target audience and the activity of ProCredit Bank to propose a list for local print media for the cities:
Skopje I / Struga
Skopje Aerodrom / Kumanovo 1
Skopje Bit Pazar / Kumanovo 2
Skopje Karpos / Bitola
SkopjeCenter / Bitola 2
Skopje Butel / Strumica
Skopje Kapistec / Stip
BusinessCenter / Veles
Tetovo / Prilep
Tetovo 2 / Kavadarci
Gostivar / Kocani
Ohrid / Kicevo
- To propose a list of national print and radio media
- Total client discount and all composite elements (client volume, agency discount etc, additional rebates etc) by media.
- Timing of discounts and rebates.
- Prepayment opportunities as they may impact the price of media.
- Third party purchasing arrangements relevant to ProCredit Bank.
- Other discounts, based/or not on committed budget.
- Media Process
In an effort to improve the efficiency of execution on media plans and budgets for agency and client, agencies are asked to outline a “best practice” proposal for handling media from brief through to invoice. The process should included but not be limited to the following;
- Examples of briefing formats and lead-times required.
- Response to briefing and media plan examples.
- Approval formats including specific media objectives.
- On air maintenance or changes to campaigns.
- Post analysis of campaigns, formats and timings.
- Proposal for review period for buying performance (quarterly/half year/annual?)
- Proposals for competitive reporting (format/timing/delivery and presentation)
- Proposal for strategic and tactical changes, taking into account the competitors
- Media market overview and or update (format/timing) where relevant to ProCredit Bank
- Proposal for target audience dynamics review (format/timing)
- Remuneration
Agencies are invited to submit remuneration proposals using the budgets in section 5.5.
- Agency Issues
Agencies are free to present any other information considered relevant to ProCredit Bank.