Cenp launches best practice guide to promote a more balanced and sustainable advertising market

Faced with the profound transformations of the advertising industry, the Cenp io Publicity Market Self-Regulation Forum io brought together the main actors of its ecosystem io advertising agencies, communication vehicles, advertisers and digital links IO to the launching of the Cenp Pact, a guide to good practices for the balance and sustainability of the entire sector.

This agreement is more than a set of guidelines, it is an invitation to continuous dialogue between market players in the face of the growing integration between marketing and business, and the pressure of the most varied stakeholders. Therefore, the focus of the Cenp recommendations is to contemplate, first of all, the generation of value between the parties and not only the transactional aspect of the relationships between the different fronts.

Over 18 months of intense discussions, the leaders of the entity elected four macro themes that emerged as the most critical points for the sustainable longevity of this industry: the dynamics of Competencies, Transparency in processes, Financial Sustainability among ecosystem agents and incentive plans. The Cenp Pact gathers recommendations for good practices on these topics, seeking to promote harmony and balance in business relations.

In essence, the Cenp Pact seeks to stimulate a reflection on the relationship and the hiring of services in the advertising ecosystem with suggestions of good practices, without any restriction to free initiative. Good conducts that can and should be revisited as the market becomes 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 offer a starting point for the industry to evolve in a sustainable and ethical way, respecting the demands of a market in constant transformation. It is an invitation to an alliance for more sustainable relationships, whose premises go far beyond transactional relationships. They involve long-term partnerships and common goals that foster this that 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 foster practices that value transparency and sustainability, essential pillars for the joint growth of advertisers, agencies, media and digital links.