Have you ever entered a competition with other agencies? We have, and we'll tell you why most of them are a scam and a robbery of creativity at gunpoint. We also talk about the importance of staying in touch with the key person who hires you so as to never break the business cycle.
Our ideas have been stolen and we're here to tell you how to prevent the same thing from happening to you.
Agency competitions: The creative fraud that no one tells you about
How do agency contests work?
Creative competitions are one of the most common practices in the events sector. Large companies launch a briefing to various agencies to develop innovative ideas, but there is a catch: 90% of these ideas are never paid for .
The dynamics are clear:
The company brings together 3-5 agencies to present their proposals.
They are required to sign an NDA (non-disclosure agreement), which in effect means that all ideas become their property.
Agencies submit their creativity for free.
The company chooses one (or none) and keeps all the ideas for the future.
Why creative contests are a scam
Large companies with multi-million dollar budgets end up with 5 creative strategies without paying a single euro . Meanwhile, smaller agencies invest time and resources with no guarantee of return.
This model creates a perverse system where agencies work for free and brands get rich off of free creativity.
Marca Condal and its radical decision: No more free contests
After years of participating in these processes, at Marca Condal we made a decision: we do not enter competitions if creativity is not paid for .
When a company proposes a tender to us, we sign an agreement that establishes:
✅ The idea remains ours if the event does not take place. ✅ If the company wants the proposal, it must pay a fee for the creative work. ✅ If the event is contracted, the creativity is shared , but with explicit recognition.
This not only protects our ideas, but also helps to professionalise the sector, ensuring that creativity is valued as a key asset.
The secret to customer loyalty at corporate events
How to turn a client into a long-term partner
One of the biggest mistakes in the events world is thinking that every event is a one-time transaction. The key to success is building relationships of trust.
Many Marca Condal clients have worked with us in different companies because we make sure to maintain contact with the key person .
📌 Real example: An event planner who worked for a multinational company moved to another company… Who did he call for his first event at the new company? Us .
This domino effect translates into new business opportunities without the need to constantly search for new clients.
Trends in large accounts: How do leading brands work?
Major brands have specific departments for events, with defined processes and a high level of demand. But working with them has clear advantages:
✅ They have fixed budgets: There are no surprises or last-minute adjustments. ✅ They control each phase of the project: They work with weekly meetings and millimetric planning. ✅ They seek long-term results: If you demonstrate value, you will have their trust in future events.
This means that although the demands are greater, there is also greater stability and continuity in the relationship.
How to adapt to customer turnover in large companies
Large companies have high staff turnover, which can cause you to lose key contacts. But there is one strategy that always works:
💡 Build loyalty in the person, not just the company .
If an event planner changes companies and you have done a good job, they will take you with them .
This approach has been key to Marca Condal continuing to grow with large-scale clients.
The role of the event planner and his relationship with agencies
An event planner is a key figure within a company who coordinates events. They usually come from the world of marketing and are responsible for:
✅ Manage budgets ✅ Plan strategies ✅ Hire agencies and suppliers ✅ Ensure that events reflect the brand identity
Event planners are strategic allies. If you manage to gain their trust, you will have a valuable contact for many years to come.
What about diversity in events?
One of the hottest topics in the events industry is representation and diversity in casting and production.
📌 Some realities of the sector:
Sound and production technicians: Mostly men.
Event planners: Mostly women, between 30 and 50 years old.
Casting of actors and performers: Specific profiles are sought according to the narrative of the event.
Sensitivities and controversies: More and more clients are placing restrictions on talent selection, which generates debates about inclusion and creative freedom.
At Marca Condal, we are committed to real diversity , selecting talent based on the story we want to tell, not on imposed quotas.