TERMS OF REFERENCE
CREATIVE AGENCY FOR CENTENNIAL YEAR OF THE PHILIPPINE CINEMA CELEBRATIONI.

Project Title
Full Service Creative Agency for the Philippines’ celebration of the Centennial year ofPhilippine Cinema.

II. Background
Last November 8, 2018, the President signed Presidential Proclamation No. 622, Series of 2018
declaring 12 September 2019 to 11 September 2020 as the Centennial Year of Philippine
Cinema. This is in honor of Dalagang Bukid directed by Jose Nepomuceno which was consideredas the first Filipino-produced and directed feature film which premiered on Philippine Cinema
has had its ups and downs from its nascent years to its golden age, from its decline to its riseagain not just locally but also earning acclaim globally. That the Presidential Proclamation was
signed is testament to the government’s support and recognition of Cinema as an integral andubiquitous form of Philippine culture - one that not only needs to be celebrated but also
empowered so that it may thrive and continue to be a beacon of our people’s stories andidentity.
Film is one of the most accessible form of media, its affective nature and potential to createchange in society becoming greater as the industry is ushered into the digital age; and thecelebration of its One Hundred Years is a once-in-a- lifetime opportunity.
The Department of Tourism supports the main proponent of the celebration, the Film
Development Council of the Philippines (FDCP). From a tourism aspect, film and film festival
and other similar events can be an alternative marketing medium, as they do their own
promotional campaigns, thereby reaching a wider audience through indirect publicity.
With regards to this, the Department of Tourism (DOT) will hire an experienced creative agency
to help the Department in developing the marketing and promotional efforts to increase locals
and tourists awareness of the film industry through the Centennial Year Celebration of thePhilippine Cinema.
III. Objectives
1. Develop an integrated marketing communication campaign to promote the Centennial
Year of Philippine Cinema Celebration
2. Market the Philippines as a cultural destination hub through the promotion of our film
industry and film festivals.
3. Create publicity for the Celebration through audio visual presentations and event launches
that will not only gain buzz but will attract a younger market.
IV. Scope of Work and Deliverables
Scope of WorkDeliverables
1. Meet with DOT, and the FDCP to discuss
the final direction of the campaign.
Integrated Marketing Campaign for 2. Acquire the services of an expert in
the Centennial Year of Philippine
Philippine cinema, as recommended byCinema
the National Commission for Culture
and the Arts and FDCP, and get inputs
regarding the project.
3. Produce and implement a strategy for
the Project and the plan must include:13a Big idea and messaging
3b Creative treatments (audio video
presentation,printads,digitalmaterials,etc.)
3c Public Relations
3d Creation and production of visual designcontent that detail milestones of Philippine
cinema that can be translated to both digital
medium and on-ground materials. The Visual
Design Content must include:

24 static posters
2 dynamic ads
12 infographics

4. All aspects of the campaign are subject
to the approval of DOT. There will beitems not on this list that might berequired by DOT.
The Agency must produce the following:a. 1 omnibus AVP (min of 90s max ofn180s)
b. Omnibus AVP edit down of 30s, 15s,and 10s
c. 10 short AVPSs – min of 30s max of120s
Propose a concept, storyboard, treatment
for the AVP, which is aligned with theCentennial Year of Philippine Cinema
Celebration.
Production of AVPs

Secure necessary permits for shooting onlocation with assistance from the DOT
Arrange for team’s flights, transportation,accommodation, meals
Take photos and videos of behind-thescenes
The Agency shall provide full production andready-to-publish product, i.e: shoot,product, edit, provide music, voiceover,script, subtitle writing
A. Sandaan: 100 Luminaries for 100
Years of Philippine CinemaB. Sandaan Grand Opening

Event Launches*all events are in coordination with FDCP2

(please see attached for the details of eachevent)The agency will prepare one standard
terminal report on the campaign.

Terminal Report

V. Project Duration and Budget Allocation
1. The Approved Budget of Contract (ABC) for the project is Fourteen Million Philippine
Pesos (Php 14,000,000) inclusive of all applicable taxes, agency service fee, bankcharges, and other fees as may be incurred in the process. The campaign will be
implemented from September to December 2019; additional/ bonus media values/
content will implemented from January to March 2020 (if there are any)
2. The proposed payment scheme for the campaign will be billed progressively uponcompletion of the following milestones:Milestones

Payment %Upon approval of integrated marketing proposal

20%

Upon approval of AVP storyboards/ campaign materials

15%

Upon submission and approval of AVP materials and events 20%
proposalUpon execution of all proposed events aligned to SANDAAN: 100 30%
Luminaries for 100 Years of Philippine Cinema event proposal
Upon approval of the Terminal Report
15%
Total

100%VI. Qualifications
A. Qualifications
Stage 1- Submission of eligibility documents
Stage 2- For short-listed bidders, submit brief credentials and the creative proposal forAVPs and event proposal

Note: Agencies who do not pass Stage 1 will not proceed to Stage 2, which is the creativepresentation.

3

Qualification

Requirements

The Agency to be selected must be a CreativeAgency and duly established in thePhilippines.

 Company profile of the Full Creative
Agency and a list of services offered List of previous joint venturearrangement

The Full Creative Agency must have thecapacity to produce AVPs, execute social
media and publicity plans, execute high-level
events or a tie-up or joint venturearrangement with an agencies that can
provide the services mentioned.

The Full Creative Agency must have been
existing for at least five (5) years, and musthave an established portfolio.

 Portfolio of the Creative Agency
Demo Reel of the Creative Agency

The Agency must be have no less that 5
national or international clients and havelaunched integrated marketing campaigns
with these clients.

B. Minimum Required Personnel
Required Personnel

Minimum Years of Experience

1. Account Manager8 years

2. Creative Director

8 years

3. Director

8 years

4. Producer

8 years

5. Writer

8 years

6. Event Manager

8 years

7. Event Coordinator

8 years

Note: Bidders may recommend additional personnel deemed fit for the Team4

C. Campaign Presentation
1. Short listed bidders who will be declared compliant with the technical requirements on
the opening of bids may be required to present their proposed campaign to themembers of the Bids and Awards Committee (BAC), and the Technical Working Group(TWG), DOT officials and other tourism stakeholders that the DOT will invite during thepitch presentation if necessary.
2. Should a presentation be required, a maximum of thirty minutes (30 minutes) will begiven for each agency for its presentation excluding the question and answer portion
with BAC and TWG Members and such other individuals to be invited by the DOT.
3. Should a presentation be required, it will be rated by BAC and TWG members
individually, and ratings will be averaged to arrive at a final score per agency. Rating
will be done based on the scores.
VII. Criteria for Rating
Stage 1- Submission of eligibility documentsStage 2- For short-listed bidders, submit brief credentials and the proposed media plan
4. Short listed bidders who will be declared compliant with the technical requirements on
the opening of bids may be required to present their proposed campaign to themembers of the Bids and Awards Committee (BAC), and the Technical Working Group(TWG), DOT officials and other tourism stakeholders that the DOT will invite during thepitch presentation if necessary.
5. Should a presentation be required, a maximum of thirty minutes (30 minutes) will begiven for each agency for its presentation excluding the question and answer portion
with BAC and TWG Members and such other individuals to be invited by the DOT.
6. Should a presentation be required, it will be rated by BAC and TWG members
individually, and ratings will be averaged to arrive at a final score per agency. Rating
will be done based on the scores.
A. Eligibility Check and Shortlisting Criteria and Rating (80% passing score)I

APPLICABLE EXPERIENCE OF THE CONSULTANT

60%A.

Appropriateness of the agency for the assignment

20

Full Service Creative Agency120

1Full Service Creative Agency-Ad agencies that offer a range of services are able to handle every facetof planning and implementing an advertising campaign including branding, advertising, eventsexecution, media purchasing, web marketing, public relations, social media, etc.

5B.

C.

D.

E.

Production Agency only 2

15

Events Agency only 3

10Others

5

Extent of network of the agency

10

National

10

Regional

5

Number of Similar Projects Completed in the last 3 years

10

At least one nationwide campaign

10

At least one regional campaign

5No campaign

0Years in Existence

10

5 years & above

10

Below 5 years

5Projects handled in last 3 years

10At least one project with contract cost equal or greater than 10 millionpesos
10

IIProject with contract cost less than 10 million pesos

5

QUALIFICATION OF PERSONNEL WHO MAY BE ASSIGNED TO THE JOB

20%Meets the minimum required personnel and years of experience

20

Meets the minimum required personnel but less that minimum years ofexperience
10

III

Does not meet the minimum required personnel

0

CURRENT WORKLOAD RELATIVE TO CAPACITY (20)20%

no project with contract cost equal or greater than 10M

10

1-2 projects with contract cost greater than 10 million pesos

20

3 or more projects with contract cost equal or greater than 10 million
pesos

15TOTAL100%

Note: NATIONAL refers to the project’s reach being the entire Philippines while REGIONAL refers to one
or more administrative regions across the Philippines.

2

Production Agency specializes in audio-video production with service that include branding videos,concept development, creative direction, script writing etc.
3Events agency is focused on events production from strategy and planning to onsite execution andpost-event follow up.
6

B. Technical Bid/Proposal Criteria and Rating (70% passing score)
CRITERIA

RATING
Quality of Personnel to be assigned to the20%
project

A.

Similar projects4 handled within the last 5 years 10%

B.

C.
I.

II.

D.

Personnel has at least 8 years experience

10%

Expertise and Capability of the Firm

30%

Integrated Marketing Campaign

10

Production of AVPs

10

Events Management

10

Plan of Approach and Methodology

50%

Creative Rendition
Integrated Marketing Campaign Strategy

10%Treatment

10%

Production Flowchart

5%

Event

10%

Event Concept

5%

Production Flowchart

10%

Over-all Impact

10%

TOTAL

100%

VIII. Other Terms and Conditions
1. The selected agency shall be subject to assessment of the DOT as to the effectivenessof any phase of the media campaign launched.
2. All AVP concepts and original materials (raw and edited) formulated and designed inconjunction with this campaign shall be owned by DOT, with full and exclusive rights,
relative to the future use thereof both in the Philippines and internationally. Thisshould be submitted to the DOT in a sturdy hard drive/s;
3. Material/s produced by the winning bidder should be original and aligned with theDOT’s advocacies such as Gender and Development and barrier-free tourism;
4

Similar projects such as production of creative audio video presentations and events activation
7

4. All and each of the materials produced during the period of engagement shall beamenable to edits at no cost to the DOT for a maximum of 5 revisions in a span of 1
year, whichever comes first.
5. Winning agency shall be subject to the assessment by the DOT according to theeffectiveness of delivery of any part or phase of the campaign. The DOT reserves theright to terminate the services of the winning agency should any part of thedeliverables be unsatisfactory;
6. The compensation to be paid for the services of the selected creative agency on
production cost shall be pegged at the maximum amount of 12% of the production andexecution cost of the campaign, which amount shall be reflected on the final costestimate for the production and/or execution of any segment of the campaign. The
amount of the compensation to the selected agency shall be all-inclusive for its
services.
7. Any excess remuneration or compensation in the form of rebate from the international
network/s shall be negotiated with the DOT in the form of additional advertisingmaterials and/or extended media placements, in order to maximize the effect andbenefit of the campaign.

IX. Contact Person
Elisa Jane Camunggol+63977 833 4400
elisa.camunggol@tourism.gov.phEND8