BSW and SBB: Constructive talks

Both sides had the opportunity to present their points of view. BSW Leading Swiss Agencies responded to this invitation to tender with criticism (Werbewoche.ch reported). The actions of the largest national transport company ignore applicable rules and recommendations of the entire industry.

SBB rejected the accusation and emphasized that its approach was transparent and correct (Werbewoche.ch reported).

Based on this debate, BSW Leading Swiss Agencies now recommends the following procedure:

- The tendering procedure will be continued in accordance with the published procedure of SBB/IMS Infrastructure and is accepted in principle.

- In the first phase of the call for applications for the actual competitive presentation, creative solutions with implementations are not to be presented. BSW Leading Swiss Agencies assumes that this is not a prerequisite for an invitation to phase 2, the personal and paid presentation. Only written considerations on the task are to be submitted on a maximum of two A4 pages.

This is in addition to the required documents and information set out in the tender conditions and specifications. With the exception of the winning agency, whose copyright is compensated with the fee, the right to use the ideas and concepts presented (phase 2) remains with the applicant agencies and is not automatically transferred to SBB AG. This was communicated by SBB in its questionnaire and confirmed during the interview.

In joint discussions with SBB, it was agreed that SBB and BSW Leading Swiss Agencies would meet in the coming months to jointly define a binding procedure for evaluating agencies and inviting tenders for competitive presentations in future. The aim is to replace the current highly technical procurement process with one that better reflects the agencies' strategic and creative work. SBB Head of Communications Stephan Wehrle reiterates to Werbewoche.ch that constructive talks are being held with BSW: "We are unanimously of the opinion that a conflict situation is not expedient."

FCP supports BSW

The FCP association in Switzerland (Forum-corporate-publishing.com), which brings together specialists in corporate publishing and content marketing, supports the position of BSW Leading Swiss Agencies with regard to the selection and evaluation process of communication agencies. The discussion about fair and sensible evaluation procedures has been given new impetus with the competitive presentation put out to tender by SBB, the association said in a press release on Wednesday. The FCP in Switzerland is in favor of the BSW guidelines for selecting an agency, above all because complex pitch procedures in the field of corporate publishing and content marketing can be particularly unproductive for all sides. Over the next few months, the FCP in Switzerland will develop a recommendation for efficient agency evaluation tailored to corporate publishing and content marketing. (pd/hae)