The framework agreement is a public service contract, the purpose of which is to select advertising agencies responsible for 360º communication between French-speaking and German-speaking Christian mutualities.

This market comprises two lots:

— lot 1: agency in charge of brand (and sub-brands) and 360º campaigns;

— lot 2: digital and conversion agency.

Lot 1: agency in charge of the brand (and sub-brands) and 360º campaigns.

The purpose of this batch is to designate a lead agency for Christian Mutuality; that is, the agency that will be the sparring partner at the strategy level and will assist in the planning and execution of communication with a coherent view at the 360º level. The mission of the agency will include:

— participate in continuous and proactively strategic reflection on the evolution of the Christian Mutuality brand with competitive analysis and trends in the market;

— contribute to a global communication strategy (with particular attention to integrate the performance and conversion approach in collaboration with the responsible agency — see Batch 2) for the deployment and annual plan;

— translate the brand strategy based on the existing creative concept

— be co-responsible for the consistency and consistency of all expressions of communication;

— develop all the major concepts of communication or creative assets and decline them into campaigns for different products and services. These will then be translated into different communication media. This will have to be done in close collaboration with internal services and possible other agencies with which the Christian Mutuality will collaborate in the development and execution of content and the various campaign elements.

For example:

—— development of TV spot, radio or Out of home;

—— the development of static banners;

—— the development of basic dynamic banners;

—— the development of advanced dynamic banners (for example on a feed basis);

— collaborate closely with the media agency (off-line media and online — see lot 2 for the latter) and with the Christian Mutuality regarding off-line media strategy and touchpoints in general.

Concretely there are about three major multimedia campaigns per year as well as five to six smaller ones.

Within the framework of the various missions referred to in this batch 1, the Christian Mutuality may eventually entrust the contractor to carry out market studies, as well as recommendations in the field of marketing and communication.

The Christian Mutuality will carry out orders as it needs.

Notification to bidders of the award of the contract does not therefore require the Christian Mutuality to place an order for it for a minimum overall amount. Only the notification of an order confers on the tenderer the right and obligation to provide the services indicated therein.

The purpose of this package is to designate an agency responsible for digital campaigns and the marketing performance and conversion approach (integrated media and creation). The mission of the agency will include:

— support the strategy and approach of performance marketing and conversion both for the annual plan and for the deployment of actions;

— develop multi-channel approaches to improve conversion/activation by leveraging data; creating efficient funnels and working on lead nurturing and lead qualification;

— declare the great creative concepts (see Lot 1) into different communication media for the implementation of the SomE.

For example:

—— the development of visual and illustrative materials (for example for Facebook, Instagram, Youtube...)

—— the creation of performance based online video's;

— inspire new formats and possibilities for Assets Creation and new trends (gaming, virtual reality...);

— improve digital knowledge within the Christian Mutuality;

— optimize online media and campaign tools as strategy and purchasing manager;

— collaborate closely with the media agency (off-line media) and with the Christian Mutualité on the media strategy.

Currently, the Always-on approach is only in its early stages within the Christian Mutuality. In the near future, our ambition is to develop our lead nurturing tools with the aim of strengthening our retention and recruitment capacity.

The Candidate/Bidder may submit a candidate/bid for a single batch or all lots.

In the event that a tenderer submits bids for all lots and is expected to be awarded both lots, the contracting authority will verify immediately before the award that the tenderer meets cumulatively all the selection criteria for each of the two lots. This implies, in particular, that the turnover entered as minima for Lots 1 and 2 will have to be added together as part of this analysis.

The Christian Mutuality will carry out orders as it needs.

Notification to bidders of the award of the contract does not therefore require the Christian Mutuality to place an order for it for a minimum overall amount. Only the notification of an order confers on the tenderer the right and obligation to provide the services indicated therein.

This contract shall, however, be without prejudice to the possibility for the Chrétienne Mutualité to call on another service provider for ad hoc assignments, without exclusivity for the bidder of this contract.