Marketing experts criticize short tender deadline for Tauron influencer campaign

Industry leaders are criticizing the short timeframe provided for a tender issued by the energy company Tauron regarding an influencer marketing campaign. Łukasz Kępiński, head of the IAB Poland Influencer Marketing Working Group, and Paweł Tyszkiewicz, CEO of the SAR Marketing Communication Association, expressed concerns that the six-day window is insufficient for preparing a professional proposal.

Experts note that influencer campaigns require significant strategic planning, including creator selection, brand alignment assessments, and media coordination. Tyszkiewicz highlighted that agencies are expected to provide full strategies and creator recommendations at the bidding stage, a process that is difficult to execute reliably in such a short period. There are concerns that tight deadlines may limit participation to agencies with immediate availability, potentially compromising the quality of recommendations and the accuracy of cost estimates.