Half (49.5%) of the Public Administration advertising contests called in the third quarter of 2022 valued the price above the creativity. Ideas and technical proposals of the agencies. Another conclusion of the study. Prepared with the collaboration of CIPESA and Infoadex. Therefore, that almost half of the competitions. 47.6 % established a period of less than three weeks to develop and present the proposals. a “minimum and insufficient period” in most cases to be able to think. Ideate. develop and plan the required advertising campaign or actions.
Difficulty creating large campaigns
The Observatory gives the “Invaluable Food” campaign as an example of what could not be done in the public sector . One of the most notable top industry data this year was the one promoted. The Madrid Fusión global gastronomy congress, prepared by the Leo Burnett agency. The action consisted of inviting the actor Robert de Niro. Therefore, advertise Madrid Fusión for free in exchange for enjoying a “priceless” meal prepared. Five of the best Spanish chefs: José Andrés, Martín Berasategui, Joan Roca, Quique Dacosta and Mauro Colagreco. Therefore, the actor accepted, and based on a great advertising idea and without investing practically anything in media, the campaign managed to be seen by more than 180 million people in more than 30 countries.
Non-compliance with requirements
All administrations fail to comply with the Observatory’s criteria in their calls for competitions . The one that fails to comply the most is the Local School Email List Administration , with a non-compliance rate of 70%; followed in this quarter by Public Companies , with 66.3%; the State Administration. Therefore, with 52.1%; and the Autonomous Administration , with 50%. Compared with the data for 2021, in this case the evolution of two administrations is positive, especially in the Autonomous Community, which drops from 71.6% to 50%; and the State, with a decrease in non-compliance with the criteria from 61.1% in 2022 to 52.1% in the third quarter of 2022. In the case of the Local it remains almost unchanged.
