White paper on tenders, viz. A recipe for an effective tender

It has finally become clear what an effective tender is and what its ideal structure is like. The marketing communication industry, namely agencies and sales departments have come to the table and developed a common document. This document is a guide, a benchmark, a bible for each tendering process in our industry.

[Here] you can find a document containing a chapter dedicated to the cooperation with a public relations agency.

 A guide related to event agencies can be downloaded [here].


I’m looking for a good event agency, I’m looking for a good PR agency...

If you are looking for an event or PR agency or if you are organizing a tender or tenders – please read this document and follow its recommendations. If you work for an agency and participate in tenders – please read it and understand the businesses of your potential client. No matter for how long you have been working in the industry and what experience you have.

And if you are looking for model documents you will find them there as well. Are you looking for an NDA draft? Voila! One click and you have it. Are you wondering where to get a draft of a brief from? Voila! One click and you have it. The same with a cost estimate, an evaluation form and many more. Voila! One click and you have them!

What are the costs of tenders in Poland?

People say that if it’s not clear what it is all about it is all about money. And they are right. Yes, tenders generate in Poland enormous costs for all the parties involved. The client loses money if the tendering process in managed poorly. The agencies spend lots of money for staff, equipment, software and materials. According to a study carried out by SKM SAR [translator’s note: Marketing Communication Association SAR] that was based on a data base consisting of 655 registered tenders, in 2016 the cost of preparing bids amounted to 135,912,500 PLN. Right, just the cost of preparing bids. Yes, this process does generate costs! Bids in our industry are usually prepared the way a suit is prepared by a good tailor. They are tailored with precision. It is a costly process. Tailors would never accept such a work without taking an advance at least, would they?


By applying the recommendations of the White Book on Tenders these costs could be reduced by at least 41,265,000 PLN. It is the equivalent of 6 modern kindergartens, 213 unmarked police cars or 2,751,002 average lunches in Warsaw’s Mordor [t/n: the biggest office district in Poland located in Warsaw, Mokotów]. So it is worth fighting for.

However, costs arise not only on the side of the agency. Thanks to the White Paper on Tenders companies can reduce the cost of documents prepared needlessly, too many hours invested in the process and finally the cost of unsuccessful tenders. It is enough to take the line of a good tender.

What do I need to know when organizing a tender?

Studying the content of the guide will do. Below you can see a list of areas, documents and pieces of advice that can be found there:

  • Standard stages of purchase process
  • Analyzing needs and setting business goals
  • Advancing knowledge of marketing communication supplier market
  • Analyzing supplier market
  • Request for Information
  • Request for Information
  • Non Disclosure Agreements in tenders
  • Analyzing solution market and models of tenders in marketing communication
  • Recommended models of tenders in marketing communication
  • Tender brief
  • Communication in tenders
  • Knowledge of tender participants
  • Minimum duration and detailed schedule of tender
  • Tender evaluation team
  • Tender evaluation criteria
  • Copyright protection in tender stage
  • Agreement in tender stage
  • Payment dates and cost of money in time
  • Remuneration for agency for participation in tender
  • Feedback after tender

Which organizations were involved in the development of the document?

White Paper on Tenders is the result of the cooperation between Polskie Stowarzyszenie Menedżerów Logistyki i Zakupów, PSML [t/n: Polish Supply Management Leaders] and the following organizations representing the marketing communication industry: Stowarzyszenie Komunikacji Marketingowej SAR [t/n: Marketing Communication Association SAR], Klub Agencji Eventowych [t/n: Event Agencies Association], Związek Firm Public Relations [t/n: Public Relations Companies Association], IAB, IAA, SBE, SOIT. The guide relates to the following areas: PR, events, media, digital, full service, branding, incentive travel, advertisement spot production.


By using the White Paper on Tenders it is easier to call for tenders.

Right. It is easier for the purchasing department to manage the process. It is easier for the marketing and communication department to prepare for a call for tenders. It is easier for agencies to adapt to the expectations of clients.



Mariusz Pleban,


CEO of Multi Communications and Multi Event.

Member of the working group in the Event area


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