In light of the profound transformations in the advertising industry, Cenp – the Self-Regulation Forum of the Advertising Market – brought together the main players in its ecosystem – advertising agencies, media outlets, advertisers, and digital links – to launch 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's an invitation to continuous dialogue among market players in the face of increasing integration between marketing and business, and pressure from a wide variety of stakeholders. Therefore, the focus of Cenp's recommendations is to prioritize value creation between the parties, and not just the transactional aspects of relationships between the different fronts.
Over 18 months of intense discussions, the leaders who make up the organization selected 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 brings together recommendations for best practices on these topics, seeking to promote harmony and balance in commercial relations.
In essence, the Cenp Pact seeks to stimulate reflection on the relationship and contracting of services within the advertising ecosystem, suggesting best practices without restricting free enterprise. These best practices 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 profound loyalty to ethical principles.
“We are not seeking to impose rules, but to offer a starting point for the industry to evolve sustainably and ethically, respecting the demands of a constantly transforming market. 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 objectives that foster what has always been a creative, solid and prosperous economic activity,” explains the president of Cenp, Luiz Lara.
With the release of this document, Cenp reaffirms its commitment to fostering practices that value transparency and sustainability, essential pillars for the joint growth of advertisers, agencies, media outlets, and digital partners.
