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REQUEST FOR INFORMATION
Communication Agency
ANNEX 1 - QUESTIONNAIRE
Agency Information
Ref Company Overview
1
2
3
4
5
6
Details
Agency Name
Head Office Address
Agency Website Address
Name & job title of person handling this RFI for the Agency
Telephone Number
Email Address
Agency Overview
Ref Agency background
7
Is your agency independent or does it belong to a parent
Company/Holding group?
8
Where does your agency have offices that are relevant to
this opportunity (please refer to scope of work)
9
What are your core business competencies? (Brief
statement of what your agency does – 100 words max)
Details
Geographic Service Scope
Could you please check with an “X” if your agency has capacity to deliver the different services outlined
below for each of the geographical markets?
Ref Geographic
Scope
Service
10
Account management
11
Strategic Planning
12
Creative team
13
14
Campaign assets
production
Digital Services
15
PR
USA
Europe
Asia
AfricaM.East
Latin
America
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Agency Structure and Capacities
The agency UNICEF searches for should be able to provide solutions in different
communication/advertising areas (branding, campaigns and digital) through a cross-agency
collaboration within its network /sister agencies or by offering a full-service agency structure delivering
a seamless, joined-up approach from creation to activation resulting on cohesive creative executions
UNICEF would like to understand your current offering in the communication / advertising services
marketplace, therefore please answer the following questions:
Ref
Agency Structure and Capacities
16
Please describe your agency set up/ structure for branding,
communications campaigns and digital services creation and
execution. Are the teams in integrated or separate
areas/locations?
17
Details
What would be your recommended creative, strategic planning,
account management structure to provide services to UNICEF
at two HQ locations (NY and Geneva) and to potentially attend
the demand of innumerous countries spread around the globe?
18
How would you apply the best industry practices to ensure that the communication services your
agency will deliver to UNICEF fulfil the requests below:
18a
Demonstrates the best creativity?
18b
Ensures communication / messaging cohesion across different
jobs/tasks?
18c
Conceives an overarching idea that triggers different actions:
ie. Social mobilization, fundraising, PR and advocacy?
18d
Ensures that a single big idea addresses multiple targets (ie.
governments, donors and millennials)?
18e
Ensure excellence of execution of a ”glocal” concept: meaning
that idea /concept conceived at a central level is translated and
implemented at local markets from other local agencies?
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Agency Profile
Ref
Agency Profile
19
Please show how the following industry disciplines split as a percentage of your annual income
(please provide estimates only) for all of the following:
Advertising (brand) Campaigns
TV, Radio, Cinema, Outdoor, Press,
Online, etc)
%
Direct Marketing/Integrated
Direct mail, TV; Press, Door Drops, Inserts,
E-marketing, Database marketing, etc
Design
Corporate, Packaging, Retail,
Graphic, Branding, etc
Media
%
Digital
Email, Mobile, Online advertising, Social
Media, Web design, Search, etc
%
Planning and Buying
PR
Corporate, Events, Trade,
Celebrity, Lobbying/Public Affairs
20. Please detail the current mix of business as a percentage of your annual turnover.
Business to Business
%
Business to Consumer
%
Non-Profit
%
Total
100%
21. Do you subcontract work to
3rd parties?
If so, please give details here:
Non-profit sector Experience
Ref
Non-Profit Sector experience
22
Please detail any recent (last 3 years) non-profit sector experience ie. Red Cross,
Save the Children that is relevant to this brief e.g. client and brief description of the
work undertaken for each brand.
Organization or
Brand
%
Brief description of work (no more than 50 words per client)
%
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Market Trends / Capacity Building
This agency should also be able to inspire and educate the organization on new communication
trends and technologies to fill the gap in areas where the organization has limited knowledge or
resource, some key areas are: framing and messaging, market insight and survey, advance of digital,
new technologies on data visualization, talks to organization key stakeholders in key events/forums.
Ref Market Trends / Capacity Building
23
Please describe how you assist your clients to ensure they are up-todate on new market trends related to communication?
24
Please describe how you help your clients to develop internal capacity
building regarding new communication trends / technologies
Details
Potential Motivation
The LTA (long- term agreement) that UNICEF is aiming to establish with a creative global agency
intended to be a non.-exclusive agreement. Also, there will be no obligations for local markets
(countries) to work with the selected agency.
Please describe your agency’s potential motivation/advantages to partner with UNICEF on an LTA
that states:
Ref Motivation
25 A non-exclusive agreement
26
Country level work not mandatory
27
Project based budget / no retainer fee
Getting your perspective
What is your perspective on UNICEF desired Scope of Work? Do you believe that a single agency/ or
your agency could indeed serve the organization needs outlined? Do you have any special
consideration / remark?
Ref Agency Perspective on this SOW
28
Additional information
Ref Please provide any additional information to support your
29 submission
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