By: Denise Gilmartin, VP, Business Affairs, AICP
Recent industry discussion regarding WPP's use of its internal production resources has brought renewed attention to the bidding process and, in particular, what constitutes a meaningful competitive bid.
As previously reported in AICP's September 16 newsletter article, “WPP Bidding Protocols”, concerns have been raised regarding WPP's internal guidelines addressing the use of affiliated production resources in situations where an advertiser expects a competitive bidding process. AICP, together with the UK's Advertising Producers Association (APA) and the European Producers Association (EPA), issued a joint statement addressing these concerns.
The issue highlights an important distinction between obtaining multiple bids and obtaining bids from independent production companies competing for the same project. It also underscores the importance of transparency regarding whether a company participating in a bid is affiliated with the agency or holding company managing the process.
This is a timely reminder of the AICP Suggested Best Practices – Bidding – 2026 and accompanying AICP Bidding Reference Guide, which were released earlier this year.
The Best Practices are intended to support transparency, consistency, and professionalism throughout the bidding process and provide a practical framework for preparing, reviewing, and evaluating bids. Among other things, they address the information production companies should receive in order to prepare a fair and meaningful bid.
The Bidding Reference Guide is intended to be used alongside the Best Practices and provides questions production companies may wish to ask agencies or advertisers when preparing a bid. The questions are designed to help companies understand the parameters of the project and bidding process at the outset and identify issues that may require clarification before committing the time and resources necessary to prepare a bid.
The recent discussion surrounding agency-affiliated production is also a useful reminder that production companies should understand the competitive environment in which they are being asked to bid. Knowing whether other bidders are affiliated with the agency or its holding company and how the bids will be evaluated is important to a company's decision about whether and how to participate.
Members who have not recently reviewed these resources are encouraged to revisit the February 17, 2026 member bulletin, which includes links to both the Suggested Best Practices – Bidding – 2026 and the AICP Bidding Reference Guide.
If you have any questions regarding the Best Practices, the Bidding Reference Guide, or any other business affairs issue, please contact me at deniseg@aicp.com.
This information is designed as a service to AICP Members and is intended only to provide general information on the subject covered and not as a comprehensive or exhaustive treatment of that subject, legal advice, or a legal opinion. Members are advised to consult with legal counsel and other professionals with respect to the application of the subject covered to any specific production or other factual situation. Use by a company of any of the options and provisions discussed herein are matters of individual company decision in accordance with its own business needs and nothing contained herein is intended to suggest agreement among AICP members or the adoption by the AICP of a uniform position concerning the content of this article.