Lote 1: Campañas de paid media, analítica y asesoramiento

The contract timeline is structured as follows:

• Initial Duration of the Framework Agreement: The initial duration for each lot of the Framework Agreement will be one (1) year, starting from the day following its formalization.
• Extensions of the Framework Agreement: Each lot may be subject to two (2) extensions, each lasting an additional one (1) year, through mutual express agreement between the parties. The intent to extend must be communicated before the current term's end date.
• Start Date of Based Contracts: The execution period for based contracts will begin the day after their award.
• Duration of Based Contracts: The execution period for based contracts will be defined when the services are requested. These contracts can have a duration that extends beyond the overall validity of the Framework Agreement or its extensions, provided they are formalized before the Framework Agreement's expiration.

Key milestones and phases for deliverables within based contracts include maximum timelines for specific activities:

• Initial analysis, requirements definition, and initial proposal (v1): up to 3 business days from receipt of the complete briefing.
• Final product for landing pages, microsites, web modules, forms, applications, or complementary digital interfaces: up to 15 business days from the validation of the initial proposal.
• Front-end development or technical implementation of digital assets: up to 10 business days from the validation of the final design.
• Development, adaptation, or technical support for applications or complementary digital interfaces linked to a web experience: up to 7 business days from the validation of the corresponding structure or design.
• Corrections and subsequent deliveries: each review round must be completed within up to 3 business days from receiving comments from MWCapital's team.
• Minor adjustments or incidents directly linked to the delivered development: up to 2 business days from receiving the request.
• Publication, technical transfer, or final delivery: up to 2 business days from final validation by MWCapital, contingent on the availability of necessary accesses, permissions, content, and validations.
• Specific deadlines or requirements for partial deliveries may be established by MWCapital based on project needs, particularly for campaigns, events, or projects with fixed calendars, and will be detailed in the specific order or based contract.
• A reduction in the delivery time for the first deliverable is a factor in scoring, with points awarded for different percentages of reduction (e.g., 25 points for a reduction equal to or greater than 40%).

The core scope of work for this tender is divided into three main lots:

1. Lot 1: Creation of Paid Media Campaigns, Analytics, and Consulting.

• Core Deliverables: Initial analysis briefing, document of recommended KPIs and proposed campaign structure, periodic reports with key metric tracking and optimization recommendations, final campaign report with qualitative and quantitative analysis, key learnings and insights, custom dashboard or temporary access to data visualization tools, and an executive summary for internal use or presentation of results.

2. Lot 2: Audiovisual Production and Editing with Motion Graphics.

• Core Scope: Production of audiovisual content and video editing, incorporating motion graphics, visual effects, and animated graphic resources to enhance audiovisual narratives and optimize their impact across various distribution channels.

3. Lot 3: Front-end Development, UX/UI, and Web/App Digital Interfaces.

• Core Scope: Design, front-end development, and optimization of digital interfaces linked to MWCapital projects, programs, campaigns, and events, including landings, microsites, web modules, and interfaces for digital environments associated with web experiences. This aims to ensure digital assets offer a clear, accessible, efficient user experience aligned with MWCapital's visual identity, improving navigation, content presentation, registration capture, conversion, and initiative dissemination. It may also include UX/UI conceptualization and design, technical front-end implementation, adaptation of user experience for app-type environments, visual optimization, incident correction, responsive adaptation, performance improvement, form integration, basic measurement element configuration, and specific technical support.
• Core Deliverables: Initial analysis document, functional requirements or technical briefing, content structure proposal, information architecture or user flow, wireframes, prototypes or editable UX/UI designs, final designs adapted for various devices (desktop, tablet, mobile), developed digital components ready for publication, implementation in MWCapital's content manager or platform, interface pieces for complementary digital environments, basic technical documentation, delivery of access credentials, a functional, visual and responsive review report, a list of resources with license indications, and the final version published or prepared for publication.