In view of the profound transformations in the advertising industry, Cenp – Advertising Market Self-Regulation Forum – brought together the main players in its ecosystem – advertising agencies, media outlets, advertisers and digital links – for thelaunch of the Cenp Pact, a guide to good practices for balance and sustainability across the sector.
This agreement is more than a set of guidelines; it is an invitation to ongoing dialogue among market stakeholders in the face of increasing integration between marketing and business, and the pressure from various stakeholders. Therefore, Cenp's recommendations focus primarily on generating value between the parties and not just on the transactional aspect of the relationships between the different fronts.
Over 18 months of intense discussions, the leadership of the organization identified four macro themes that emerged as the most critical points for the sustainable longevity of this industry: the dynamics of Competition, Transparency in processes, Financial sustainability among ecosystem agents, and Incentive plans. The Cenp Pact gathers best practice recommendations on these topics, aiming to promote harmony and balance in commercial relationships.
Essentially, the Cenp Pact aims to stimulate reflection on the relationship and contracting of services within the advertising ecosystem, offering suggestions for good practices without any restriction on free enterprise. Good practices that can and should be revisited as the market becomes more dynamic and evolves, bringing new elements, technologies, and different actors to the modus operandi of communication and advertising based on the interests of citizens and those who build it with deep loyalty to ethical principles.
“We do not seek to impose rules, but to offer a starting point for the industry to evolve in a sustainable and ethical manner, respecting the demands of a market in constant transformation. It is an invitation to an alliance in favor of more sustainable relationships, whose premises go far beyond transactional relationships. They involve long-term partnerships and common goals that foster what has always been a creative, solid and prosperous economic activity”, explains Cenp president Luiz Lara.
With the launch of the document, Cenp reaffirms its commitment to fostering practices that value transparency and sustainability, essential pillars for the joint growth of advertisers, agencies, communication vehicles and digital links.
