NBP faces severe backlash over selection process for advertising agencies

The National Bank of Pakistan (NBP) is facing criticism after serious concerns were raised about the bank’s processes for appointing advertising agencies.

An integrated marketing communication firm based in Karachi has expressed concern after failing to win an advertising contract despite meeting all requirements and submitting a proposal.

One of the qualified bidders submitted a letter to the NBP titled ‘Concerns regarding the Process for Appointment of Advertising Agencies’.

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According to the RFP, private limited advertising companies registered with the Securities and Exchange Commission of Pakistan (SECP) and on the Active Taxpayers List of the Federal Board of Revenue (FBR), as well as accredited with All Pakistan Newspaper Society (APNS), Pakistan Broadcast Association (PBA), and enlisted with Press Information Department (PID), were eligible for prequalification for enlistment and placement on its panel.

The letter, however, claims that the chosen agency, Smart Ways Communications Pvt Ltd., was not registered with the SECP, and that another chosen agency, M/s. Interlink Advertising Pvt Limited, was a suspended agency according to the APNS website. According to the letter, this reflects the bank’s deviation from its own selection criteria.

The letter also claims that M/s Smart Ways Communications is on provisional accreditation and thus not fully accredited by APNS, which violates NBP’s pre-selection criteria.

Furthermore, according to the letter, neither of the selected agencies has a formal presence in Karachi, which is a requirement in Annex G of the agency selection criteria.

In its letter, the agency urged NBP to reconsider the process and re-evaluate the best partner to handle the bank’s marketing communications.

This controversy raises questions about the transparency and fairness of Pakistan’s advertising agency selection process. It also emphasises the importance of more stringent measures to ensure that the selection process is free of biases or irregularities.