{"id":10948,"date":"2026-09-09T18:53:16","date_gmt":"2026-09-09T15:53:16","guid":{"rendered":"https:\/\/hermix.com\/?p=10948"},"modified":"2026-09-09T18:53:19","modified_gmt":"2026-09-09T15:53:19","slug":"direction-general-del-palacio-de-ferias-y-congresos-de-malaga-appel-doffres-public-pour-les-services-dagence-media-et-despaces-publicitaires","status":"publish","type":"post","link":"https:\/\/hermix.com\/fr\/direccion-general-del-palacio-de-ferias-y-congresos-de-malaga-public-tender-for-media-agency-and-advertising-space-services\/","title":{"rendered":"DIRECCION GENERAL DEL PALACIO DE FERIAS Y CONGRESOS DE MALAGA appel d&#039;offres public pour les services d&#039;agence m\u00e9dia et d&#039;espaces publicitaires"},"content":{"rendered":"<p class=\"wp-block-paragraph\">Consulter l&#039;int\u00e9gralit\u00e9 des donn\u00e9es de l&#039;appel d&#039;offres\u00a0: <a href=\"https:\/\/app.hermix.com\/opportunities\/00468352-2026\">https:\/\/app.hermix.com\/opportunities\/00468352-2026<\/a><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><em>Un contrat d&#039;agence m\u00e9dia de 1,64 million d&#039;euros sur 12 mois combine l&#039;achat de publicit\u00e9 multicanal avec une exigence explicite de pr\u00e9sence op\u00e9rationnelle \u00e0 Malaga et un lot de services int\u00e9gr\u00e9 unique.<\/em><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">La Direction g\u00e9n\u00e9rale du Palais des F\u00eates et des Congr\u00e8s de Malaga (FYCMA) recherche une agence m\u00e9dia pour la planification, la n\u00e9gociation, l&#039;achat et le suivi des espaces publicitaires sur les supports presse, radio, t\u00e9l\u00e9vision, internet et autres canaux de communication, en vue des activit\u00e9s et \u00e9v\u00e9nements organis\u00e9s par la FYCMA. Le montant estim\u00e9 de cette prestation s&#039;\u00e9l\u00e8ve \u00e0 1\u00a0644\u00a0792,30\u00a0\u20ac sur une p\u00e9riode de 12\u00a0mois.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Le p\u00e9rim\u00e8tre d&#039;intervention d\u00e9passe le cadre de l&#039;achat d&#039;espaces publicitaires. Il inclut \u00e9galement, sur demande, des conseils techniques en mati\u00e8re de publicit\u00e9, de campagnes et d&#039;activit\u00e9s marketing, ainsi que la gestion de la communication, la promotion, l&#039;organisation d&#039;\u00e9v\u00e9nements, la couverture m\u00e9diatique et le d\u00e9veloppement cr\u00e9atif pouvant survenir au cours du contrat. La proc\u00e9dure ouverte offre un acc\u00e8s direct au march\u00e9, mais la ma\u00eetrise de l&#039;espagnol et la d\u00e9l\u00e9gation op\u00e9rationnelle obligatoire \u00e0 Malaga ou dans sa zone m\u00e9tropolitaine constituent des conditions de qualification pratiques clairement d\u00e9finies.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Pr\u00e9sentation de l'opportunit\u00e9<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Autorit\u00e9 contractante : <\/strong>DIRECTION G\u00c9N\u00c9RALE DU PALACIO DE FERIAS Y CONGRESOS DE MALAGA<br><strong>Type d&#039;acheteur : <\/strong>autorit\u00e9 r\u00e9gionale ou locale<br><strong>Activit\u00e9 principale : <\/strong>Services publics g\u00e9n\u00e9raux<br><strong>Pays: <\/strong>Espagne<br><strong>Num\u00e9ro de r\u00e9f\u00e9rence : <\/strong>16\/2026<br><strong>Identifiants des documents\u00a0: <\/strong>00468352-2026\u00a0; ES_2026-000276135\u00a0; 7516af51-06db-4ed9-8b40-b725d103c60f\u00a0; 0000019435720<br><strong>R\u00e9f\u00e9rence TED\u00a0: <\/strong>2026\/S 129-00468352<br><strong>Titre de l&#039;appel d&#039;offres : <\/strong>Services d&#039;agence m\u00e9dia pour la planification, l&#039;interm\u00e9diation, l&#039;achat et le suivi des espaces publicitaires dans la presse, la radio, la t\u00e9l\u00e9vision, Internet et autres canaux de communication promus par FYCMA<br><strong>Contact : <\/strong>DIRECCI\u00d3N GENERAL DEL PALACIO DE FERIAS Y CONGRESOS DE M\u00c1LAGA\u00a0; <a href=\"mailto:cenriquez@fycma.com\">cenriquez@fycma.com<\/a>; 952045500<br><strong>Site Web de l&#039;acheteur\u00a0: <\/strong><a href=\"http:\/\/www.fycma.com\">http:\/\/www.fycma.com<\/a><br><strong>\u00c9tendue des travaux\u00a0: <\/strong>Services d&#039;agence m\u00e9dia int\u00e9gr\u00e9e couvrant les activit\u00e9s suivantes\u00a0:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Planification, services d&#039;interm\u00e9diation, achat et suivi des espaces publicitaires dans la presse, la radio, la t\u00e9l\u00e9vision, internet et autres canaux de communication.<\/li>\n\n\n\n<li>Services d&#039;interm\u00e9diation professionnels aupr\u00e8s des propri\u00e9taires et des organes de presse.<\/li>\n\n\n\n<li>Conseils techniques, sur demande, sur les publicit\u00e9s, les campagnes publicitaires et les activit\u00e9s de marketing destin\u00e9es \u00e0 am\u00e9liorer la port\u00e9e, l&#039;efficacit\u00e9 et la visibilit\u00e9 des activit\u00e9s et \u00e9v\u00e9nements de FYCMA.<\/li>\n\n\n\n<li>Activit\u00e9s de communication et de promotion, organisation d&#039;\u00e9v\u00e9nements, couverture m\u00e9diatique et d\u00e9veloppement cr\u00e9atif pouvant d\u00e9couler du contrat.<\/li>\n\n\n\n<li>Coordination permanente assur\u00e9e par une d\u00e9l\u00e9gation op\u00e9rationnelle \u00e0 Malaga ou dans sa zone m\u00e9tropolitaine.<\/li>\n\n\n\n<li>Une prestation de services dans le cadre d&#039;un mod\u00e8le commercial selon lequel FYCMA d\u00e9clare qu&#039;elle n\u00e9gociera des remises sur les tarifs m\u00e9dias \u00e0 l&#039;\u00e9chelle mondiale.<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Structure du lot : <\/strong>Un lot couvrant l&#039;int\u00e9gralit\u00e9 du service, d&#039;une valeur de 1\u00a0644\u00a0792,30 \u20ac.<br><strong>Lieu de repr\u00e9sentation : <\/strong>Malaga, Espagne<br><strong>Valeur totale estim\u00e9e : <\/strong>\u20ac1,644,792.30<br><strong>Type de contrat :<\/strong> Services<br><strong>Dur\u00e9e du contrat : <\/strong>12 mois<br><strong>Type de proc\u00e9dure :<\/strong> Ouvrir<br><strong>Crit\u00e8res d&#039;attribution\u00a0:<\/strong> Qualit\u00e9 et prix\u00a0; le poids n&#039;est pas indiqu\u00e9.<br><strong>Date de publication : <\/strong>8 juillet 2026<br><strong>Date limite de soumission\u00a0:<\/strong> 6 ao\u00fbt 2026<br><strong>Date d&#039;ouverture des soumissions : <\/strong>7 ao\u00fbt 2026<br><strong>P\u00e9riode de soumission\u00a0: <\/strong>29 jours calendaires<br><strong>Exigence linguistique\u00a0:<\/strong> Espagnol<br><strong>Financement de l&#039;UE :<\/strong> Non<br><strong>Portail de soumission\u00a0:<\/strong> <a href=\"https:\/\/contrataciondelestado.es\/wps\/poc?uri=deeplink:detalle_licitacion&amp;idEvl=ExC8vtlLlkbE6P%2FuLemXRw%3D%3D\">https:\/\/contrataciondelestado.es\/wps\/poc?uri=deeplink:detalle_licitacion&amp;idEvl=ExC8vtlLlkbE6P%2FuLemXRw%3D%3D<\/a><br><strong>Source <\/strong>TED et la plateforme espagnole d&#039;achats publics<br>Publication relative aux march\u00e9s publics\u00a0: ES 00468352-2026, publi\u00e9e le 8\u00a0juillet\u00a02026, d\u2019une valeur d\u00e9clar\u00e9e de 1\u00a0644\u00a0792,30\u00a0\u20ac. Aucune publication ant\u00e9rieure ni aucun rectificatif n\u2019est r\u00e9pertori\u00e9.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Pr\u00eat \u00e0 qualifier des appels d'offres de ce type plus rapidement ?<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\"> Cr\u00e9ez votre compte Hermix gratuit sur <a href=\"https:\/\/hermix.com\/fr\/sinscrire\/\">https:\/\/hermix.com\/sign-up\/<\/a> et acc\u00e9dez \u00e0 une analyse des appels d'offres propuls\u00e9e par l'IA, \u00e0 une veille concurrentielle et \u00e0 une surveillance automatis\u00e9e sur le march\u00e9 europ\u00e9en des march\u00e9s publics de 2 000 milliards d'euros.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Contexte d'autorit\u00e9 et d'approvisionnement<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">L\u2019autorit\u00e9 contractante est une collectivit\u00e9 territoriale dont l\u2019activit\u00e9 principale est la prestation de services publics. Le march\u00e9 porte sur une activit\u00e9 m\u00e9diatique promue par le Palacio de Ferias y Congresos de M\u00e1laga (FYCMA). Les besoins exprim\u00e9s confirment la n\u00e9cessit\u00e9 d\u2019une coordination continue avec les campagnes et \u00e9v\u00e9nements organis\u00e9s \u00e0 Malaga, ce qui justifie l\u2019exigence d\u2019une pr\u00e9sence op\u00e9rationnelle locale.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Les donn\u00e9es d&#039;Hermix montrent une empreinte d&#039;achat relativement compacte, mais les services de publicit\u00e9 et de marketing repr\u00e9sentent une part importante de la valeur actuellement inexploit\u00e9e. Les chiffres pertinents sont les suivants\u00a0:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Appels d&#039;offres similaires :<\/strong> 2 opportunit\u00e9s d&#039;une valeur de 2,9 millions d&#039;euros<\/li>\n\n\n\n<li><strong>Tous les appels d&#039;offres ouverts\u00a0: <\/strong>3 opportunit\u00e9s d&#039;une valeur de 3,2 millions d&#039;euros<\/li>\n\n\n\n<li><strong>Renouvellements similaires\u00a0: <\/strong>7 renouvellements d&#039;une valeur de 9,3 millions d&#039;euros<\/li>\n\n\n\n<li><strong>Tous les renouvellements : <\/strong>18 renouvellements d&#039;une valeur de 26 millions d&#039;euros<\/li>\n\n\n\n<li><strong>Attributions de contrats similaires\u00a0:<\/strong> 2 prix d&#039;une valeur de 661 000 \u20ac<\/li>\n\n\n\n<li><strong>Tous les contrats attribu\u00e9s\u00a0: <\/strong>7 prix d&#039;une valeur de 2 millions d&#039;euros<\/li>\n\n\n\n<li><strong>Autres acheteurs ayant des projets similaires\u00a0:<\/strong> 8\u00a0400 acheteurs avec des projets d&#039;une valeur de 18 milliards d&#039;euros<\/li>\n\n\n\n<li><strong>Publications ant\u00e9rieures similaires en mati\u00e8re de march\u00e9s publics\u00a0: <\/strong>0, avec une valeur enregistr\u00e9e de 0 \u20ac<\/li>\n\n\n\n<li><strong>Toutes les publications ant\u00e9rieures relatives aux march\u00e9s publics\u00a0: <\/strong>1, avec une valeur enregistr\u00e9e de 0 \u20ac<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">Ces deux opportunit\u00e9s similaires repr\u00e9sentent 2,9 millions d&#039;euros sur les 3,2 millions d&#039;euros d&#039;opportunit\u00e9s ouvertes totales de l&#039;acheteur. Les chiffres publi\u00e9s \u00e9tant arrondis, il convient de ne pas surestimer la proportion exacte, mais la tendance est claire\u00a0: le portefeuille de projets en cours est actuellement fortement orient\u00e9 vers les services de cette cat\u00e9gorie.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Le profil de renouvellement pr\u00e9sente \u00e9galement un int\u00e9r\u00eat commercial. Sept renouvellements similaires, d&#039;une valeur de 9,3 millions d&#039;euros, s&#039;inscrivent dans un total de 18 renouvellements, repr\u00e9sentant 26 millions d&#039;euros, pour l&#039;ensemble des activit\u00e9s de l&#039;acheteur. Cela ne permet pas de d\u00e9terminer le calendrier ni la port\u00e9e d&#039;un \u00e9ventuel achat futur, mais incite les \u00e9quipes commerciales \u00e0 suivre l&#039;\u00e9volution de la cat\u00e9gorie au-del\u00e0 des douze mois d&#039;engagement en cours.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">La valeur estim\u00e9e actuelle de 1\u00a0644\u00a0792,30 \u20ac est nettement sup\u00e9rieure \u00e0 la valeur cumul\u00e9e de 661\u00a0000 \u20ac des deux contrats similaires enregistr\u00e9s. Sur la base des valeurs arrondies disponibles, cette nouvelle opportunit\u00e9 repr\u00e9sente environ 2,5 fois la valeur combin\u00e9e de ces contrats. Cette comparaison ne r\u00e9v\u00e8le ni les budgets des canaux de distribution, ni les honoraires des agences, ni la r\u00e9partition des d\u00e9penses m\u00e9dias, mais elle d\u00e9montre que le pr\u00e9sent achat a une envergure financi\u00e8re bien plus importante que les contrats comparables pr\u00e9c\u00e9demment remport\u00e9s par l&#039;acheteur.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Paysage concurrentiel<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Les donn\u00e9es comparatives relatives aux march\u00e9s publics identifient deux fournisseurs. L&#039;affichage standard est limit\u00e9 \u00e0 10 r\u00e9sultats, mais le profil de l&#039;acheteur ne recense \u00e9galement que deux march\u00e9s similaires. Par cons\u00e9quent, les deux fournisseurs mentionn\u00e9s repr\u00e9sentent l&#039;ensemble complet des fournisseurs comparables actuellement enregistr\u00e9s pour cet acheteur et cette cat\u00e9gorie.<\/p>\n\n\n\n<figure class=\"wp-block-table\"><table class=\"has-fixed-layout\"><tbody><tr><td><strong>Rang<\/strong><\/td><td><strong>Entrepreneur<\/strong><\/td><td><strong>Valeur totale<\/strong><\/td><td><strong>Contrats<\/strong><\/td><td><strong>Valeur moyenne<\/strong><\/td><\/tr><tr><td>1<\/td><td>SERVICES KUO<\/td><td>502\u00a0000 \u20ac<\/td><td>1<\/td><td>502\u00a0000 \u20ac<\/td><\/tr><tr><td>2<\/td><td>ANDALUZA DE FERIAS ET CONGRESOS<\/td><td>158 000 \u20ac<\/td><td>1<\/td><td>158 000 \u20ac<\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">D&#039;apr\u00e8s les valeurs affich\u00e9es pour les entreprises contractantes, SERVICES KUO repr\u00e9sente environ 76,11 billions de dollars sur les 660\u00a0000\u00a0\u20ac que repr\u00e9sentent les deux contrats mentionn\u00e9s, tandis qu&#039;ANDALUZA DE F\u00c9RIAS Y CONGRESOS en repr\u00e9sente environ 23,91 billions de dollars. Le profil de l&#039;acheteur indique 661\u00a0000\u00a0\u20ac pour cette cat\u00e9gorie\u00a0; l&#039;\u00e9cart de 1\u00a0000\u00a0\u20ac est donc coh\u00e9rent avec l&#039;arrondi des valeurs affich\u00e9es.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Chaque fournisseur est associ\u00e9 \u00e0 un seul contrat. Il n&#039;y a donc pas de doublon dans l&#039;ensemble comparable enregistr\u00e9. La tendance est davantage ax\u00e9e sur la valeur que sur le nombre de contrats, le contrat SERVICES KUO, plus important, repr\u00e9sentant plus des trois quarts du total affich\u00e9.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">L&#039;analyse g\u00e9ographique des entreprises de construction ne mentionne que l&#039;Espagne, avec un montant de 661\u00a0000\u00a0\u20ac r\u00e9parti sur deux contrats et une moyenne affich\u00e9e de 330\u00a0000\u00a0\u20ac. Cette concentration g\u00e9ographique est conforme \u00e0 l&#039;exigence de ma\u00eetrise de l&#039;espagnol et \u00e0 la n\u00e9cessit\u00e9 explicite d&#039;une pr\u00e9sence op\u00e9rationnelle \u00e0 Malaga ou dans son agglom\u00e9ration. Elle n&#039;emp\u00eache pas les agences externes de participer aux n\u00e9gociations, mais tout soumissionnaire doit \u00eatre en mesure de satisfaire \u00e0 ces conditions pratiques.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">La valeur estim\u00e9e actuelle est environ 3,3 fois sup\u00e9rieure \u00e0 la valeur de 502\u00a0000\u00a0\u20ac associ\u00e9e au plus important contractant comparable et environ 2,5 fois sup\u00e9rieure \u00e0 la valeur totale des contrats comparables. Pour les \u00e9quipes de qualification, cela rend la capacit\u00e9 financi\u00e8re et op\u00e9rationnelle plus importante que ne le sugg\u00e8re de prime abord le faible nombre de contrats pr\u00e9c\u00e9demment enregistr\u00e9s.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Signaux commerciaux et proc\u00e9duraux<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">La proc\u00e9dure ouverte permet aux fournisseurs int\u00e9ress\u00e9s de soumettre directement leur offre, sans \u00e9tape de pr\u00e9s\u00e9lection concurrentielle pr\u00e9alable mentionn\u00e9e dans les informations disponibles. Cela cr\u00e9e un acc\u00e8s formel au march\u00e9, mais les exigences op\u00e9rationnelles et linguistiques d\u00e9termineront quels fournisseurs peuvent r\u00e9pondre de mani\u00e8re cr\u00e9dible.<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Mod\u00e8le de r\u00e9compense\u00a0: <\/strong>La qualit\u00e9 et le prix sont tous deux \u00e9valu\u00e9s. Aucun pourcentage de pond\u00e9ration n&#039;est indiqu\u00e9\u00a0; les soumissionnaires ne doivent donc pas pr\u00e9sumer qu&#039;un crit\u00e8re est pr\u00e9dominant et sont invit\u00e9s \u00e0 consulter la m\u00e9thodologie de notation compl\u00e8te avant de finaliser leur r\u00e9ponse.<\/li>\n\n\n\n<li><strong>Contrainte linguistique\u00a0: <\/strong>Les offres doivent \u00eatre soumises en espagnol. La r\u00e9daction des offres, les pi\u00e8ces justificatives, les annexes commerciales et les clarifications doivent donc \u00eatre g\u00e9r\u00e9es en espagnol.<\/li>\n\n\n\n<li><strong>Pr\u00e9sence op\u00e9rationnelle locale : <\/strong>Une d\u00e9l\u00e9gation op\u00e9rationnelle est requise \u00e0 Malaga ou dans sa zone m\u00e9tropolitaine car le contrat d\u00e9pend d&#039;une coordination permanente et est directement li\u00e9 aux campagnes et \u00e9v\u00e9nements d\u00e9velopp\u00e9s \u00e0 Malaga.<\/li>\n\n\n\n<li><strong>Structure \u00e0 lot unique : <\/strong>L&#039;ensemble des exigences est regroup\u00e9 en un seul lot. Les fournisseurs ne peuvent pas participer via un canal m\u00e9dia plus restreint, une offre uniquement cr\u00e9ative ou un segment sp\u00e9cifique \u00e0 un \u00e9v\u00e9nement.<\/li>\n\n\n\n<li><strong>Dur\u00e9e du contrat : <\/strong>La dur\u00e9e est de 12 mois. Les informations disponibles ne pr\u00e9cisent ni possibilit\u00e9 de prolongation ni date de mobilisation.<\/li>\n\n\n\n<li><strong>Calendrier de soumission\u00a0:<\/strong> La p\u00e9riode allant de la publication le 8 juillet 2026 \u00e0 la date limite du 6 ao\u00fbt 2026 est de 29 jours calendaires. L&#039;ouverture des plis aura lieu le 7 ao\u00fbt 2026.<\/li>\n\n\n\n<li><strong>Financement de l&#039;UE :<\/strong> Aucun financement de l&#039;UE n&#039;est associ\u00e9 \u00e0 cette acquisition.<\/li>\n\n\n\n<li><strong>Livraison g\u00e9ographique\u00a0:<\/strong> Le principal lieu d&#039;ex\u00e9cution est Malaga, ce qui est renforc\u00e9 par l&#039;exigence d&#039;une d\u00e9l\u00e9gation op\u00e9rationnelle locale ou m\u00e9tropolitaine.<\/li>\n\n\n\n<li><strong>Gouvernance des remises m\u00e9dias\u00a0:<\/strong> FYCMA indique qu&#039;elle n\u00e9gociera des remises sur les tarifs m\u00e9dias \u00e0 l&#039;\u00e9chelle mondiale. Les soumissionnaires doivent s&#039;assurer que leurs honoraires, commissions et leur mod\u00e8le d&#039;achat propos\u00e9s sont compatibles avec les remises n\u00e9goci\u00e9es par l&#039;acheteur, plut\u00f4t que de s&#039;arroger un contr\u00f4le commercial total sur les tarifs m\u00e9dias.<\/li>\n\n\n\n<li><strong>\u00c9tendue du champ d&#039;application\u00a0: <\/strong>Le contrat comprend la planification et l&#039;achat d&#039;espaces publicitaires, ainsi que des services de conseil, de communication, de promotion, d&#039;\u00e9v\u00e9nementiel, de couverture m\u00e9diatique et des activit\u00e9s cr\u00e9atives pouvant survenir. La planification des ressources doit couvrir l&#039;ensemble du p\u00e9rim\u00e8tre et non se limiter au placement m\u00e9dia.<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">La combinaison d&#039;une dur\u00e9e d&#039;un an et d&#039;un p\u00e9rim\u00e8tre d&#039;intervention int\u00e9gr\u00e9 \u00e9tendu souligne l&#039;importance d&#039;un mod\u00e8le op\u00e9rationnel imm\u00e9diatement fonctionnel. Le march\u00e9 ne pr\u00e9cise ni les budgets par canal, ni les volumes de campagne pr\u00e9vus, ni les effectifs, ni la r\u00e9partition entre les d\u00e9penses m\u00e9dias et la r\u00e9mun\u00e9ration de l&#039;agence. Ces d\u00e9tails doivent \u00eatre pr\u00e9cis\u00e9s dans les documents du march\u00e9 et faire l&#039;objet d&#039;une proc\u00e9dure de clarification, et non d\u00e9duits du montant total.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Contexte strat\u00e9gique et interpr\u00e9tation<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Le crit\u00e8re de qualification principal est l&#039;ad\u00e9quation op\u00e9rationnelle. La proc\u00e9dure est ouverte, mais l&#039;acheteur exige des appels d&#039;offres en espagnol, une coordination permanente et une d\u00e9l\u00e9gation op\u00e9rationnelle physique \u00e0 Malaga ou dans sa r\u00e9gion m\u00e9tropolitaine. Un fournisseur poss\u00e9dant une solide exp\u00e9rience en achat d&#039;espace publicitaire, mais sans structure op\u00e9rationnelle locale cr\u00e9dible, se trouverait confront\u00e9 \u00e0 un important d\u00e9ficit de livraison.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Le mod\u00e8le de contrat \u00e0 lot unique favorise les agences capables de combiner planification m\u00e9dia, services d&#039;interm\u00e9diation, achat d&#039;espace publicitaire, veille et conseil au sein d&#039;une m\u00eame prestation. Les activit\u00e9s suppl\u00e9mentaires de communication, d&#039;\u00e9v\u00e9nementiel, de couverture m\u00e9diatique et de cr\u00e9ation \u00e9largissent les comp\u00e9tences requises. Les entreprises sp\u00e9cialis\u00e9es peuvent toujours participer par le biais de partenariats ou de sous-traitance lorsque cela est autoris\u00e9, mais le soumissionnaire principal doit \u00eatre en mesure de ma\u00eetriser l&#039;int\u00e9gralit\u00e9 du service.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">L&#039;historique concurrentiel est restreint mais concentr\u00e9. SERVICES KUO d\u00e9tient environ les trois quarts de la valeur des contrats comparables affich\u00e9s, tandis que les deux fournisseurs r\u00e9pertori\u00e9s n&#039;ont chacun qu&#039;un seul contrat. Parall\u00e8lement, l&#039;estimation actuelle de 1,64 million d&#039;euros est nettement sup\u00e9rieure aux contrats comparables enregistr\u00e9s. Les soumissionnaires doivent donc \u00e9valuer l&#039;opportunit\u00e9 actuelle en fonction de ses propres exigences op\u00e9rationnelles et commerciales, plut\u00f4t que de consid\u00e9rer les deux contrats historiques comme un indicateur fiable de la rentabilit\u00e9 probable du contrat.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Les sept renouvellements similaires de l&#039;acheteur, d&#039;une valeur de 9,3 millions d&#039;euros, offrent une perspective \u00e0 plus long terme sur ce compte. Le contrat actuel a une dur\u00e9e de 12 mois, tandis que les donn\u00e9es de renouvellement par cat\u00e9gorie indiquent que les besoins en m\u00e9dias et marketing sont r\u00e9currents dans l&#039;activit\u00e9 d&#039;achat globale de l&#039;acheteur. Cela justifie un suivi continu, mais ne confirme pas le renouvellement ou la prolongation du contrat actuel.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">L&#039;affirmation de FYCMA selon laquelle elle n\u00e9gociera des remises m\u00e9dias \u00e0 l&#039;\u00e9chelle mondiale constitue un autre atout commercial majeur. Les agences doivent dissocier la valeur ajout\u00e9e qu&#039;elles apportent par la planification, l&#039;ex\u00e9cution, le suivi, le conseil et la coordination, des suppositions quant \u00e0 l&#039;obtention de r\u00e9ductions de tarifs m\u00e9dias. Le mod\u00e8le de tarification doit rester coh\u00e9rent m\u00eame lorsque l&#039;acheteur conserve un r\u00f4le direct dans la n\u00e9gociation des remises.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Les utilisateurs d&#039;Hermix qui analysent cet appel d&#039;offres peuvent acc\u00e9der instantan\u00e9ment \u00e0 ces informations concurrentielles, notamment aux profils d\u00e9taill\u00e9s des contractants, aux tendances de d\u00e9penses des autorit\u00e9s et \u00e0 l&#039;ensemble du processus de renouvellement, en quelques minutes plut\u00f4t qu&#039;en quelques heures.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Enseignements pratiques pour les soumissionnaires<\/h2>\n\n\n\n<h3 class=\"wp-block-heading\">Qui ce costume tendre<\/h3>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Agences m\u00e9dias int\u00e9gr\u00e9es capables de planifier, n\u00e9gocier, acheter et suivre la publicit\u00e9 sur la presse, la radio, la t\u00e9l\u00e9vision, Internet et autres canaux de communication.<\/li>\n\n\n\n<li>Fournisseurs capables de r\u00e9diger des offres et d&#039;effectuer des livraisons en espagnol, et disposant d&#039;une d\u00e9l\u00e9gation op\u00e9rationnelle \u00e0 Malaga ou dans sa zone m\u00e9tropolitaine.<\/li>\n\n\n\n<li>Agences ayant la capacit\u00e9 financi\u00e8re et op\u00e9rationnelle de g\u00e9rer un engagement de 1\u00a0644\u00a0792,30\u00a0\u20ac sur 12\u00a0mois par le biais d\u2019un contrat principal unique.<\/li>\n\n\n\n<li>Prestataires capables de combiner l&#039;achat d&#039;espaces publicitaires avec des conseils techniques, un soutien aux campagnes, des activit\u00e9s de communication, des prestations \u00e9v\u00e9nementielles, une couverture m\u00e9diatique et un d\u00e9veloppement cr\u00e9atif, le cas \u00e9ch\u00e9ant.<\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\">Points d&#039;attention critiques<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">La p\u00e9riode de soumission est de 29 jours calendaires, du 8 juillet au 6 ao\u00fbt 2026. L&#039;ouverture des plis est pr\u00e9vue le 7 ao\u00fbt 2026.<br>Les offres doivent \u00eatre soumises en espagnol. La traduction, la relecture juridique et l&#039;approbation interne doivent \u00eatre planifi\u00e9es dans le m\u00eame d\u00e9lai.<br>La pr\u00e9sence d&#039;une d\u00e9l\u00e9gation op\u00e9rationnelle \u00e0 Malaga ou dans sa zone m\u00e9tropolitaine est une condition sine qua non de la mise en \u0153uvre des op\u00e9rations. Une promesse g\u00e9n\u00e9rale de coordination \u00e0 distance ne r\u00e9pond pas \u00e0 cette condition.<br>La proc\u00e9dure d&#039;acquisition pr\u00e9voit un lot unique pour l&#039;ensemble des besoins. Les soumissionnaires doivent couvrir l&#039;ensemble des exigences int\u00e9gr\u00e9es et non s\u00e9lectionner des canaux de diffusion ou des composantes de service individuelles.<br>La qualit\u00e9 et le prix sont les crit\u00e8res d&#039;attribution indiqu\u00e9s, mais leur pond\u00e9ration n&#039;est pas pr\u00e9cis\u00e9e. Veuillez consulter le bar\u00e8me de notation d\u00e9taill\u00e9 avant de d\u00e9cider de la r\u00e9partition de vos efforts de soumission.<br>FYCMA n\u00e9gociera des remises avec les m\u00e9dias du monde entier. Le mod\u00e8le de r\u00e9mun\u00e9ration et d&#039;achat de l&#039;agence sera align\u00e9 sur cet accord commercial.<br>Le contrat peut inclure la gestion de la communication, la promotion, l&#039;organisation d&#039;\u00e9v\u00e9nements, la couverture m\u00e9diatique et le d\u00e9veloppement cr\u00e9atif, en plus des services de base d&#039;une agence m\u00e9dia. Veuillez confirmer les ressources disponibles pour chaque domaine.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Cette opportunit\u00e9 de 1\u00a0644\u00a0792,30\u00a0\u20ac est plus importante que les contrats comparables pr\u00e9c\u00e9demment remport\u00e9s par l&#039;acheteur et combine l&#039;achat d&#039;espaces publicitaires avec du conseil, de la communication et un accompagnement \u00e9v\u00e9nementiel dans le cadre d&#039;un contrat unique de 12\u00a0mois. Une analyse structur\u00e9e des besoins op\u00e9rationnels locaux, de la proposition en espagnol, du p\u00e9rim\u00e8tre int\u00e9gr\u00e9, des prestataires pr\u00e9c\u00e9dents et du mod\u00e8le de remise m\u00e9dia propos\u00e9 par l&#039;acheteur permettra aux fournisseurs de d\u00e9terminer rapidement s&#039;ils sont en mesure de soumettre une offre cr\u00e9dible, tant sur le plan op\u00e9rationnel que commercial.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Cr\u00e9ez votre compte gratuit d\u00e8s aujourd'hui <a href=\"https:\/\/hermix.com\/fr\/sinscrire\/\">https:\/\/hermix.com\/sign-up\/<\/a> et remportez plus de march\u00e9s publics gr\u00e2ce \u00e0 l'approche ax\u00e9e sur les donn\u00e9es qui aide les entreprises \u00e0 r\u00e9ussir syst\u00e9matiquement dans les ventes B2G \u00e0 travers l'Europe.<\/p>\n\n\n<figure class=\"wp-block-post-featured-image\"><img fetchpriority=\"high\" decoding=\"async\" width=\"1200\" height=\"628\" src=\"https:\/\/hermix.com\/wp-content\/uploads\/2026\/09\/DIRECCION-GENERAL-DEL-PALACIO-DE-FERIAS-Y-CONGRESOS-DE-MALAGA-public-tender-for-media-agency-and-advertising-space-services_featured-image.png\" class=\"attachment-post-thumbnail size-post-thumbnail wp-post-image\" alt=\"DIRECCION GENERAL DEL PALACIO DE FERIAS Y CONGRESOS DE MALAGA appel d&#039;offres public pour les services d&#039;agence m\u00e9dia et d&#039;espaces publicitaires\" style=\"object-fit:cover;\" srcset=\"https:\/\/hermix.com\/wp-content\/uploads\/2026\/09\/DIRECCION-GENERAL-DEL-PALACIO-DE-FERIAS-Y-CONGRESOS-DE-MALAGA-public-tender-for-media-agency-and-advertising-space-services_featured-image.png 1200w, https:\/\/hermix.com\/wp-content\/uploads\/2026\/09\/DIRECCION-GENERAL-DEL-PALACIO-DE-FERIAS-Y-CONGRESOS-DE-MALAGA-public-tender-for-media-agency-and-advertising-space-services_featured-image-300x157.png 300w, https:\/\/hermix.com\/wp-content\/uploads\/2026\/09\/DIRECCION-GENERAL-DEL-PALACIO-DE-FERIAS-Y-CONGRESOS-DE-MALAGA-public-tender-for-media-agency-and-advertising-space-services_featured-image-1024x536.png 1024w, https:\/\/hermix.com\/wp-content\/uploads\/2026\/09\/DIRECCION-GENERAL-DEL-PALACIO-DE-FERIAS-Y-CONGRESOS-DE-MALAGA-public-tender-for-media-agency-and-advertising-space-services_featured-image-768x402.png 768w, https:\/\/hermix.com\/wp-content\/uploads\/2026\/09\/DIRECCION-GENERAL-DEL-PALACIO-DE-FERIAS-Y-CONGRESOS-DE-MALAGA-public-tender-for-media-agency-and-advertising-space-services_featured-image-18x9.png 18w\" sizes=\"(max-width: 1200px) 100vw, 1200px\" \/><\/figure>","protected":false},"excerpt":{"rendered":"<p>View full tender data: https:\/\/app.hermix.com\/opportunities\/00468352-2026 A \u20ac1.64 million, 12-month media agency contract combines cross-channel advertising procurement with an explicit requirement for operational presence in Malaga and a single integrated service lot. DIRECCION GENERAL DEL PALACIO DE FERIAS Y CONGRESOS DE MALAGA is procuring a media agency to plan, broker, purchase and monitor advertising space across [&hellip;]<\/p>\n","protected":false},"author":3,"featured_media":10949,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_angie_page":false,"content-type":"","inline_featured_image":false,"page_builder":"","footnotes":""},"categories":[35],"tags":[],"ppma_author":[17],"class_list":["post-10948","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-tender-analysis"],"aioseo_notices":[],"aioseo_head":"\n\t\t<!-- All in One SEO 5.0.0.1 - aioseo.com -->\n\t<meta name=\"description\" content=\"Malaga&#039;s \u20ac1.64M media agency tender covers cross-channel advertising, campaign support and event services, with Spanish bidding and local presence required.\" \/>\n\t<meta name=\"robots\" content=\"max-image-preview:large\" \/>\n\t<meta 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