In the face of the profound transformations in the advertising industry, the Cenp – Advertising Market Self-Regulation Forum – brought together the main actors of its ecosystem – advertising agencies, media vehicles,advertisers and digital links– for thelaunch of the Cenp Pact, a guide to best 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 among the market's protagonists in the face of the growing integration between marketing and business, and the pressure from various stakeholders. Therefore, the focus of Cenp's recommendations is to encompass, in the first place, the generation of value between the parties and not just the transactional aspect of the relationships between the different fronts
Over 18 months of intense discussions, the leaderships that make up the entity elected four macro themes that emerged as the most critical points for the sustainable longevity of this industry: the dynamics of Competitions, Transparency in processes, Financial sustainability among ecosystem agents and incentive plans. The Cenp Pact brings together recommendations for best practices on these topics, seeking to promote harmony and balance in business relationships
In essence, the Cenp Pact seeks to stimulate a reflection on the relationship and hiring of services in the advertising ecosystem with suggestions for best practices, without any restriction on free initiative. Good practices that can and should be revisited as the market becomes dynamic and evolves, bringing new elements, technologies and different actors for 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 way, respecting the demands of a constantly changing market. It is an invitation to a partnership for 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 economic activity, solid and prosperous, explain the president of Cenp, Luiz Lara
With the release of the document, Cenp reaffirms its commitment to promoting practices that value transparency and sustainability, essential pillars for the joint growth of advertisers, agencies, communication vehicles and digital links
