We talk a lot about AI, ESG, reputation, and future-proof communications. These are important topics, but for the industry to renew itself, we must first address a more uncomfortable question: how did the Hungarian communications market lose so much of its credibility?
The purpose of tenders is to support the selection of the right partner based on a validated professional background, competencies, and limited trial tasks. However, current practice often looks different: clients request complete strategies, detailed action plans, and creative solutions without remuneration, with tight deadlines and incomplete briefs. This is not only detrimental to agencies, but also impairs the quality of clients' decisions, ultimately hindering the selection of the most suitable agency partner. This problem is not unique to Hungary; it has been discussed internationally for years.
