Inter-institutional Framework Contract for the Provision of Services Linked to Media Strategy, Planning and Buying, Including Associated Services

Kort beskrivning

The purpose of the contract is to cover media planning and media buying plus associated services for communication activities undertaken by the European Parliament and other participating European institutions as contracting authorities.

It concerns:

(a) the development of media strategies and associated research and consultancy services;

(b) the development of media plans;

(c) media buying, including price negotiations, media space management, monitoring, evaluation and reporting;

(d) production, adaptation and transfer of communication assets associated to the media buying services.

The underlying communication activities can range from the placing of a single advertisement in one specific media channel to multi-channel, multi-country campaigns.

I. Media strategy and planning

1. Media strategy and planning:

• provide strategic advice on media channel selection and draw up media plans,

• implement the media buying activities and conduct price negotiations;

2. Adaptation of formats to channels services:

• adaptation and transfer of assets,

• adjustments of concept, ad design and copy,

• design web elements;

3. Testing of assets:

• testing of the advertising assets;

4. Monitoring, optimisation & reporting:

• provide ongoing monitoring and optimisation of media buying services as well as various types of performance reporting;

5. Consultancy services:

• provide specific consulting on media strategy, planning, media buying and all related services (advertising and media channels by and large).

II. Media buying and space management:

• execute the media plans to purchase media space across an agreed range of markets, channels and platforms;

• manage all stages of the implementation of the media buying process;

• handle the relationship with the advertising departments of print, audio-visual and digital media and, in case of cinema advertising, with the film distributors or cinemas concerned, and with the social media advertising platforms;

• deliver the communication assets to the selected media channels;

• propose and set up a monitoring and reporting strategy;

• make recommendations for the optimising, fine-tuning and adjusting of the communication activity;

• provide with a number of ready-purchased reserve budgets for media space in case of ‘self-service’ mechanism;

• or act as simple intermediary between the contracting authorities and the media vendors for buying media space.