Establishment of a Panel of Advertising Agencies
1. Background:
Government Communications (GCIS) is responsible for the co-ordination of government’s communication system and assists departments at national and provincial level with the planning, implementation and management of communication activities. 2. Purpose The GCIS wishes to establish a panel of accredited Advertising Agencies, which will sometimes be required to assist government departments with the planning, implementation and management of communication activities. The panel will be updated and reviewed biannually, and constituted for a period of two years. 3. Task Directive Bid for the nomination to serve on the GCIS panel of communication agencies (Advertising). 4. Panel Membership Companies interested in bidding must take note of the following requirements of membership: Willingness to bid for any advertising campaign of the State, if requested to do so by the Government Communications (GCIS) only. Be financially secure and have sufficient resources to cope with sizeable contracts. Be geared to render a full service in marketing communications, which will include: strategic planning research to determine attitudes and communication preferences of the target publics pre-testing of advertising concepts creative development and execution production in all media forms direct marketing accounts management determining the effectiveness of the advertising campaign compiling an evaluation/impact analysis report 5. Operational Procedures The GCIS will, as far as possible, categorise members of the Panel of Advertising Agencies according to their fields of expertise. Companies will be invited to bid on a rotation basis. Depending on the number of agencies registered on the panel, three to five agencies will be selected and briefed for each project. Once a government department decides to launch an advertising campaign, selected members of the panel will be briefed and invited to bid by the GCIS.
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Bidding documents, a bid number, specifications as well as evaluation criteria and weights, will be supplied to the selected agencies. Within a period to be specified at the briefing session, panel members will submit proposals containing strategies, creative submissions/concepts and a cost estimate. 6. Evaluation Process An evaluation panel consisting of representatives from the client department, and GCIS will evaluate the submissions according to the set evaluation criteria and weights. The following two-stage approach is followed: Briefing and short-listing: All panel members are briefed and the best proposals are short listed, based on scores allocated with respect to strategy, modus operandi and functionality. Presentation pitch: A maximum of four short-listed bidders present a strategy/creative and proposed methodology for the campaign to the Bid Evaluation Committee. In this instance bidders are also evaluated in relation to financial aspects 7. Cessation of Membership The Panel of Advertising Agencies will be updated every six monthly through, inter alia, consultation with organisations representing the interests of the advertising industry. The panel will be constituted every two years. Should there be a need; the panel can be constituted earlier than 2 years.
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8. Evaluation Criteria The following criteria will apply for membership evaluation purposes. Tenderers must furnish as much information as possible. ASPECT Credentials Client list COMMENT What experience does the agency have in the field of advertising or communications? • Which clients has the agency handled successfully? • What expertise does the agency have with reference to government projects? • Which campaigns did the agency handle over the last year? What experience does the agency have regarding multi-lingual projects? What experience does the agency have in social marketing campaigns (as opposed to consumer advertising) What experience does the agency have regarding rural based communications? What capacity does the agency have in house regarding the following?(please elaborate on the process/methodology: Strategy development and conceptualisation research communication planning direct marketing copy writing creative execution (graphic and art design, copy writing) which resources will be subcontracted and what is the PDI & equity status of such partnerships? • What does the bidder do to promote • SMME’s/ BEE companies throughout the value chain in relation to integration marketing communication services (please provide proof) • How does the bidder develop skills of the previously marginalized groups with respect to the various advertising disciplines? (mentorships / learnerships) What does the agency do to contribute to the upliftment of the social and economic status of the country? SCORE 10 points 5 points
Campaigns
15 points
Resources
50 points
Transfer of skills
15 points
Social responsibility Total
5 points 100 points
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9. Evaluation of Proposals All applications will be evaluated in respect of each aspect. All agencies that comply with the above-mentioned criteria will qualify for membership of the panel subject to obtaining a minimum score of 50%. Amongst others the evaluation panel will consist of GCIS personnel and Heads of Communication in other government departments. 10. Special Conditions • Companies should indicate which panel they would like to serve on by stating the tender number on their proposals. If this is not indicated, the GCIS evaluation committee will use their discretion in terms of placing the agency on a particular panel. • Please note that companies are only allowed to serve on one panel only. No company will be allowed to serve on 2 different panels [this refers to those full service agencies].
PREFERENTIAL PROCUREMENT EVALUATION SCORES
11.
Bidding companies / individuals wishing to claim points in terms of preferential procurement evaluation points should kindly complete the SBD 6.1 forms and note below the breakdown of points that will be awarded.
AREAS OF EVALUATION
Functionality Ownership by Historically Disadvantaged Individuals Equity in terms of women
POINTS
80 10 10 100
TOTAL
12. ENQUIRIES
For specification-related questions: Ms. Bonnie Ramaila: Telephone: (012) 314 2280 Fax: (012) 323 5197 E-mail: bonnie@gcis.gov.za. For bidding procedures: Ms Midah Moreroa Telephone: (012) 314-2246 Mr. G Storey Telephone: (012) 314-2464
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Annexure B Application for registration on panel of advertising agencies (All information on this form will be treated as confidential)
REQUEST FOR INFORMATION FORM 1. Location Agency Name, Address, website, telephone, fax and other key numbers. List all other addresses. Network affiliation, trading agreements trade organization membership. 2. Personnel List senior management team and key department executives including summary of biographies. Name, title, email address and mobile no. of the agency’s prime contact during pitch process. 3. Clients List agency’s top clients indicating tenure with agency. List accounts won over the past two years with date appointed. List accounts lost or resigned over the past two years (if gains or losses have occurred). Provide testimonial letters and named referees from the agency’s current clients. 4. Financial Describe agency’s ownership structure. Provide copy of last three years management accounts Summarise billings and income for past two years with a forecast for coming year. Management accounts should provide a clear indication of the historical financial performance. 5. Remuneration Detail agency remuneration methodology – Fee, Commission, results, Royalties etc. 6. Black Economic Empowerment (in terms of Broad-based BEE Act) It is recommended that the ACA formulated scorecard be utilised. Direct empowerment (management, equity ownership etc), should be collaborated by copies of shareholder certificates. Human Resources development and employment equity. Indirect empowerment (i.e. preferential procurement from Black-owned and Black-empowered companies).
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Other (i.e. enterprise development, corporate social investment, affirmative action policy document etc.). 7. Strategic Approach and Services Describe the processes and methodologies, which the agency employs to develop effective marketing communications for brands/campaigns, and a range of services offered to clients. Describe how the agency evaluates the effectiveness of its work for clients. 8. Relevant Experience Describe agency’s relevant experience. Provide at least two case histories dealing with similar or analogous issues. Describe in two pages why the agency is ideally suited to address the challenges and opportunities of the account in question as set out in the client brief. 9. Creative Work Provide samples of your creative work with brief rationales and evidence of effectiveness.
Confirmation I hereby declare the information as correct and true Signature: ………………………………………… Date:…………………….
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