The Ethiopian Securities Exchange (ESX) wants to hire qualified communication, video production, and creative agencies on an "on-call" basis to help them explain capital markets, protect investors, and cover their public events across Ethiopia.

TERMS OF REFERENCE (TOR) / EXPRESSION OF INTEREST (EOI)

Establishment of a Framework Agreement for Investor Education Video Content, Public Service Announcements, and Roadshow Communication Support 

Issued by

ETHIOPIAN SECURITIES EXCHANGE (ESX)
Addis Ababa, Ethiopia

1. Background and Context

1.1 About ESX

The Ethiopian Securities Exchange (ESX) is Ethiopia’s first and only organized securities exchange. It was established as a public-private partnership in line with Article 31 of the Capital Market Proclamation No. 1248/2021 and is licensed by the Ethiopian Capital Market Authority (ECMA). ESX operates as a securities exchange and Self-Regulatory Organization (SRO) and serves as a central market organizer providing an integrated product suite across equity, fixed income, and money market segments.

ESX’s core objective is to facilitate access to capital and support effective capital allocation in a manner that contributes to Ethiopia’s economic growth, while providing investors with a reliable, transparent, and regulated environment in which to invest. ESX currently provides services for listing, investing, trading, and market participation.

ESX’s public-facing information identifies its key market areas as equity, fixed income, and alternative/other market offerings, with investor and issuer education forming an important part of building participation in the capital market. ESX also operates ESX Academy as an education and capacity-building platform for the Ethiopian capital markets ecosystem.

1.2 Rationale for the Engagement

As Ethiopia’s organized securities market develops, ESX requires sustained, high-quality communication that can translate capital-market concepts, ESX products and services, investor protection information, and market developments into clear and engaging content for different audiences.

The requirement extends beyond conventional video production. ESX requires an on-call production and communications partner or panel of partners capable of delivering investor education content, rapid-turnaround Public Service Announcements (PSAs), and communication production support for roadshows and investor engagement activities across Ethiopia.

Because these requirements are recurring, varied, and sometimes time-sensitive, ESX intends to establish a Framework Agreement under which selected firm(s) can be called upon through individual Work Orders. This approach is intended to improve continuity, institutional knowledge, response time, cost efficiency, and quality while avoiding repeated full procurement processes for routine assignments.

2. Purpose of the Framework Agreement

The purpose of this TOR is to establish a framework through which ESX may engage one or more qualified communication, creative, and production firms to provide on-demand services across three service lots:

1. Lot 1 – Investor Education Video and Creative Production.
2. Lot 2 – Public Service Announcement and Public Awareness Production.
3. Lot 3 – Roadshow and Event Communication Production Support.

Firms may apply for one, two, or all three lots, subject to the requirements specified in this TOR. ESX may establish a panel of qualified firms across the lot or appoint firms capable of providing multiple service lines.

3. Objectives

• Secure reliable on-call access to professional production and communications capacity
• Translate capital-market concepts, ESX products, services, processes, and investor-protection messages into clear, accessible, audience-appropriate content.
• Produce timely PSAs and public-awareness content for market milestones, investor protection, regulatory or operational notices, fraud/scam awareness, and other time-sensitive communication needs.
• Provide dependable photography, videography, content capture, and related communication production support for ESX roadshows and investor engagement events.
• Develop a reusable library of high-quality content for ESX digital channels, ESX Academy, investor onboarding, public education, and stakeholder engagement.
• Ensure content is available in English and Amharic and, where requested, additional Ethiopian languages.
• Maintain strong creative, technical, factual, regulatory, and brand-quality standards.
• Achieve value for money through pre-agreed rates, transparent Work Orders, and competitive call-off mechanisms.

4. Target Audiences

Content developed under this Framework may be designed for one or more of the following audiences, depending on the Work Order:

• First-time and prospective retail investors
• Existing investors and market participants
• Young professionals, students, and emerging investors
• Issuers and prospective issuers, including SMEs
• Institutional investors and financial-sector professionals
• Brokers, trading members, and other market intermediaries
• Business and professional communities
• Diaspora and international investors
• General public and financial-literacy audiences
• Media and other capital-market stakeholders

5. Service Lots and Scope of Services

5.1 Lot 1 – Investor Education Video and Creative Production

The Firm shall provide end-to-end production support for investor education and institutional communication content. Assignments may include:

Content Strategy and Editorial Development

• Develop content concepts, series structures, editorial calendars, and production plans in consultation with ESX.
• Recommend audience-appropriate formats, channels, storytelling approaches, and visual treatments.
• Conduct research and fact-checking in coordination with ESX subject-matter experts.
• Translate technical capital-market concepts into plain-language narratives without compromising accuracy.

Indicative Content Themes

• Capital market and securities-exchange basics
• How to invest through the ESX ecosystem
• How to open and use a brokerage/investment account, where applicable
• Equities, Treasury Bills, bonds, Sukuk, money-market instruments, and other products offered or introduced by ESX
• How prices, orders, trading, clearing, settlement, and custody work
• Investor rights, responsibilities, and protections
• How to read company and investment information
• How to identify and avoid investment scams and fraudulent schemes
• ESX services, milestones, new products, listings, and market developments

Creative and Production

• Concept development, scripting, storyboarding, and creative treatment
•  Live-action filming in studio and on location
• 2D/3D animation and motion graphics
• Presenter/host and voice-over sourcing and direction
• Data visualization, diagrams, branded graphics, titles, and lower-thirds
• Video editing, sound design, color correction/grading, music and third-party asset licensing
• English and Amharic versions, including subtitles, captions, dubbing, and voice-over as required
• Platform-specific short-form cutdowns for digital and social channels

5.2 Lot 2 – Public Service Announcement and Public Awareness Production

The Firm shall provide rapid and standard-turnaround PSA production for television, radio, digital, social media, and other appropriate channels.

• Concept development and scripting for 15–90 second PSAs, or other formats specified in a Work Order
• Investor protection and anti-fraud/anti-scam messaging
• Regulatory, compliance, operational, and market notices, subject to ESX approval
• Market milestones, product launches, listing announcements, and public calls to action
• Static, animated, motion-graphic, video, and radio-only PSA formats
• English and Amharic production and additional languages where required
• Talent, presenter, voice-over, and spokesperson coordination
• Broadcast and platform delivery specifications
• Audience comprehension/pre-testing support for sensitive or high-stakes messaging where requested
• Rapid-response capability for urgent assignments

Unless otherwise specified in a Work Order, an urgent PSA should be capable of progressing from approved brief/script to final production within approximately 3–5 working days, subject to ESX providing timely approvals, information, and access.

5.3 Lot 3 – Roadshow and Event Communication Production Support

• Pre-event teaser videos, invitation/announcement content, social media assets, and branded visual materials
• Professional event photography and videography
• On-site capture of speakers, panels, audience engagement, interviews, testimonials, and relevant activities
• Same-day or next-day selected photographs and/or short-form content where requested
• Highlight videos, recap videos, interviews, testimonials, and social cutdowns
• Coordination with venue AV providers where specifically scoped
• Mobilization to locations outside Addis Ababa and, where agreed, regional assignments
• Travel, accommodation, permits, and other logistics incorporated into Work Order pricing

Full event management, including venue booking, catering, delegate management, staging, and comprehensive event logistics is outside the default scope and shall only be included where separately requested and priced in a Work Order.

6. Standard Deliverables and Unit Definitions

The following are standard reference units for pricing and Work Orders. Exact quantities and specifications shall be confirmed in each Work Order.

7. Creative, Technical, and Quality Standards

• All content shall comply with ESX brand guidelines and any applicable communication standards.
• Financial and capital-market information must be factually accurate and approved by the relevant ESX subject-matter experts before publication.
• Content shall use plain language and avoid unnecessary technical jargon.
• Creative approaches should be audience-led, culturally appropriate, visually engaging, and suitable for the intended platform.
• Captions/subtitles shall be provided where specified and should be designed for mobile/social viewing where applicable.
• All music, stock footage, images, fonts, graphics, and other third-party materials must have appropriate rights for ESX’s intended use.
• Final files shall be supplied in agreed editable/source and distribution-ready formats.

8. Work Order / Call-Off Mechanism

1. ESX shall issue a Work Order describing the assignment, objectives, audience, deliverables, specifications, timeline, location, budget ceiling, and approval requirements.
2. The selected Firm shall respond with a technical and financial proposal or quotation within the period specified by ESX.
3. For routine assignments, ESX may allow approximately 3–5 working days for a response. For urgent assignments, ESX may request a response within 24–48 hours.
4. Where a panel is appointed, ESX may allocate Work Orders based on specialization, demonstrated performance, availability, capacity, value for money, rotation, or a competitive mini tender among eligible framework firms.
5. No Firm shall commence chargeable work without an approved Work Order or written authorization from an authorized ESX representative.
6. Any material change to an approved brief, concept, script, production plan, quantity, or deliverable that affects cost or timeline shall require written approval and, where necessary, a revised Work Order.

9. Indicative Service-Level Expectations

10. Required Firm Profile and Qualifications

10.1 General Firm Qualifications

• Legally registered and operating communication, creative, advertising, or production firm in Ethiopia.
• At least three (3) years of relevant operating experience in the services for which the Firm applies.
• At least three comparable assignments completed within the last three years, with a viewable portfolio and verifiable references.
• Demonstrated experience in educational, explainer, corporate, PSA/public-awareness, financial-sector, development-sector, or regulated-entity communication, as relevant to the lot.
• Demonstrated capacity to deliver professional filming, editing, motion graphics, animation, photography, sound, and field production as applicable.
• Access to professional equipment and software, either in-house or through reliable contracted capacity.
• Capacity for English and Amharic scripting, voice-over, subtitling, and/or translation.
• Valid trade license, TIN, VAT registration, tax clearance, and other statutory documentation required by ESX procurement.
• Financial capacity to mobilize personnel and equipment for assignments, including out-of-town deployments, subject to the agreed payment terms.

10.2 Proposed Team

Firms may use an in-house team, contracted specialists, or a combination thereof, provided that the proposed personnel are available and appropriately qualified.

11. Proposal Submission Requirements

1. Cover letter expressing interest and identifying the lot(s) for which the Firm is applying.
2. Company profile, years of operation, ownership structure, organogram, and service capabilities.
3. Valid trade license, TIN, VAT registration, tax clearance, and other statutory documents.
4. Technical proposal explaining understanding, approach, methodology, quality controls, language capacity, mobilization capacity, and proposed team.
5. CVs/profiles of key proposed personnel.
6. Portfolio of at least 3–5 relevant assignments, including client references and contact details; applicants for Lot 2 should include at least one PSA/public-awareness example, and applicants for Lot 3 should include at least one live-event/roadshow example.
7. Financial proposal and pricing methodology.
8. Declaration of no conflict of interest and disclosure of relevant current/prior engagements with capital-market entities or competitors.
9. Audited financial statements or equivalent evidence of financial capacity for the last two years, where applicable.
10. Confirmation of availability and ability to mobilize for out-of-town assignments.

12. Duration of Framework Agreement

The Framework Agreement shall be valid for an initial period of one (1) year from the date of signature, with an option to extend for up to one (1) additional year, subject to satisfactory performance, continued need, availability of budget, applicable procurement requirements, and mutual agreement. Work Orders issued before expiry may continue until completion, subject to the terms of the Framework Agreement.

13. Framework Allocation and Panel Management

Where ESX appoints more than one Firm, Work Orders may be allocated using one or more of the following principles:

• Specialization and demonstrated suitability for the assignment
• Past performance under the Framework
• Availability and ability to meet the required timeline
• Value for money and applicable rate card
• Price comparison among eligible framework firms for the specific assignment, where competitive quotations are obtained
• Rotation among suitably qualified firms
• Competitive mini-tender/quotation among eligible framework firms
• Geographic or logistical capacity for roadshow assignments

ESX shall retain discretion to select the most appropriate allocation mechanism in accordance with its procurement policies and the terms of the Framework Agreement.

14. Indicative Procurement Timeline

15. Submission Requirements

All proposals must be submitted no later than 5:00 PM on Thursday, October 8, 2026. Proposals received after the deadline will not be considered.

Submission Options

Interested firms may submit their proposals electronically as follows:

“Electronic Submission

• Submission Email: [email protected] 
• Email Subject Line: Proposal for Communications Firm Engagement – Capital Market Awareness Tour”

Proposal Format:

Submit only the technical dossier; no pricing or financial information should be included. The submission must meet the following requirements:

• All proposal documents must be combined and submitted as a single ZIP file.
• Submission Format: Technical proposal only, submitted as one searchable PDF document.
• File Name: FirmName_ESX_Prequalification_Technical.pdf
• Page Limit: Maximum 40 pages for the main technical dossier. Appendices are excluded from the page limit.
• File Organization: The PDF must include bookmarks for each main section.
• Pricing/Financial Information: Must not be included in the technical submission.
• ZIP Submission: The technical proposal should be zipped before submission.

Please ensure that submission meets the deadline requirements. Only complete proposals received by the deadline will be considered.

ESX reserves the right to accept or reject the bid either partially or fully without giving reasons thereof.

For submission and further inquiries, please contact:
Communications Contact Number- Ethiopian Securities Exchange
📞 +251 952120031

Tender details

• Deadline: 2026-10-08
• Bid closing time: 17:00
• Bid opening: 2026-10-08 17:00
• Bid opening (note): No Specific Opening Date and Time
• Region: Addis Ababa
• Publishing entity: Ethiopian Securities Exchange (ESX)
• Buyer TIN: 0086781478
• Published on: 2merkato.com (Sep 24, 2026)
• Posted at: 2026-09-24T07:18:18.000Z
• Source: 2merkato