Belgium – Advertising and marketing services – Framework agreement full-service communications agency

VLAM, Flanders' Agricultural Marketing Board, aims to promote locally produced agricultural and horticultural products in Belgium and abroad. VLAM works on behalf of 11 sectors, each with its own campaigns, budgets, and decision-making structures. These include, among others, Kazen van bij ons (Local Cheeses), Milk, Vlees van bij ons (Local Meat), Belgian Fries Week, Organic, Belgian Endive Week, and the umbrella campaign “Lekker van bij ons” (“Tasty, locally produced food”). Historically, these campaigns have been tendered separately. Given the significant impact of these procedures on the communications industry, VLAM’s ambition to create greater coherence between campaigns, and its belief in the value of a long-term partnership with a single strategic partner, VLAM intends to transition these campaigns to a framework agreement with one full-service communications agency. The ambition is to evolve from a collection of standalone campaigns to a more integrated communication strategy, where campaigns reinforce one another and collectively contribute to a stronger preference for locally produced agri-food products.