Uploaded byACCBelgium
PPTX, PDF69 views

Acc credentials 05.21

The Association of Communication Companies (ACC) provides several services to support and unite creative agencies in Belgium. ACC offers regulatory services including a code of self-discipline and ethical committee. It also stimulates members through expert centers focused on areas like branding, content, events, PR, and digital. ACC works to educate members and clients on topics such as government pitches, native advertising, and influencer marketing. The goal is to upgrade, promote, and defend the value that members provide to employees, clients, authorities, and the public.

Embed presentation

Download to read offline
1 / 141
2 / 141
3 / 141
4 / 141
5 / 141
6 / 141
7 / 141
8 / 141
9 / 141
10 / 141
11 / 141
12 / 141
13 / 141
14 / 141
15 / 141
16 / 141
17 / 141
18 / 141
19 / 141
20 / 141
21 / 141
22 / 141
23 / 141
24 / 141
25 / 141
26 / 141
27 / 141
28 / 141
29 / 141
30 / 141
31 / 141
32 / 141
33 / 141
34 / 141
35 / 141
36 / 141
37 / 141
38 / 141
39 / 141
40 / 141
41 / 141
42 / 141
43 / 141
44 / 141
45 / 141
46 / 141
47 / 141
48 / 141
49 / 141
50 / 141
51 / 141
52 / 141
53 / 141
54 / 141
55 / 141
56 / 141
57 / 141
58 / 141
59 / 141
60 / 141
61 / 141
62 / 141
63 / 141
64 / 141
65 / 141
66 / 141
67 / 141
68 / 141
69 / 141
70 / 141
71 / 141
72 / 141
73 / 141
74 / 141
75 / 141
76 / 141
77 / 141
78 / 141
79 / 141
80 / 141
81 / 141
82 / 141
83 / 141
84 / 141
85 / 141
86 / 141
87 / 141
88 / 141
89 / 141
90 / 141
91 / 141
92 / 141
93 / 141
94 / 141
95 / 141
96 / 141
97 / 141
98 / 141
99 / 141
100 / 141
101 / 141
102 / 141
103 / 141
104 / 141
105 / 141
106 / 141
107 / 141
108 / 141
109 / 141
110 / 141
111 / 141
112 / 141
113 / 141
114 / 141
115 / 141
116 / 141
117 / 141
118 / 141
119 / 141
120 / 141
121 / 141
122 / 141
123 / 141
124 / 141
125 / 141
126 / 141
127 / 141
128 / 141
129 / 141
130 / 141
131 / 141
132 / 141
133 / 141
134 / 141
135 / 141
136 / 141
137 / 141
138 / 141
139 / 141
140 / 141
141 / 141
Our mission and an overview of our tools & services May 2021 How can ACC help you?
POWERFUL COMMUNICATION IS NO LONGER THE PREROGATIVE OF TRADITIONAL ADVERTISING AGENCIES
Which is why the Association of Communication Companies opened up to all creative agencies Advertising – Activation – Content - Digital – Events – PR & Influencer
Our 150 members & their roots
What do we ‘creative agencies’ stand for?
agencies We are entrepreneurial places to work, with a diversity of talents and skills creativity We distinguish ourselves via conceptual thinking and applied creativity communication We are customer centric and go from insights over tools to implementation What do we all have in common?
CREATIVE COMMUNICATION BOOSTS ECONOMY* * Proven by Deloitte Economic Impact Survey 2014 What is our Belief:
What is our Uniqueness: Having creatives and thinkers under one roof
ACC’s mission: … is to upgrade, promote and defend the added value of our members towards (future) employees, clients, authorities, press & public
TO UNITE AND EMPOWER ALL COMMUNICATION AGENCIES IN THEIR INDIVIDUAL INTERESTS AND COLLECTIVE AMBITIONS ACC’s purpose:
• Reflecting our core values of collegiality and fair-play • A mini-soccer tournament with up to 12 agencies Belgian Agency League – by ACC
How do we work?
We have a small team of dedicated people Laurien Engels – Project Manager Johan Vandepoel – General Manager Stéphanie Vazquez - Office Manager
5 Competence based Expert Centers: • Brand Activation • Content Marketing aka Custo • Event Marketing • Public & Influencer Relations • Digital Marketing 5 Cross disciplinary Expert Centers: • Legal & Finance • Sector Challenges • Strategic Planning • Young Accounts • Young Dogs But we have a huge team of volunteers
5 Competence based Expert Centers: • Brand Activation: Daniel Schots / BBDO • Content Marketing: Michel Libens/ Propaganda • Event Marketing: Bert Knuts/ Event Masters • Public & Influencer Relations: Werner De Smet / Oona • Digital Marketing: TBC 5 Cross disciplinary Expert Centers: • Legal & Finance: Dirk Debeys / mortierbrigade • Sector Challenges: Francis Lippens / FamousGrey • Strategic Planning: Vincent d’Halluin / mortierbrigade • Young Accounts: Margaux Mariens/ mortierbrigade • Young Dogs: Shi Qi Ji / BBDO With very motivated Presidents
A committed Board of Directors
• The Expert Centers are at the heart of the ACC • They initiate and elaborate actions, services and tools • The dedicated team serves as facilitator • The CEO represents the members and serves as ‘advocate’ • The Board of Directors provides guidance and feedback Who does what?
What do we do for you?
• We Regulate • We Stimulate and Facilitate • We Investigate • We Educate • We Celebrate • We Communicate We have 6 priorities, that all end with ‘ate’…
1. WE REGULATE
Code of self-discipline & Ethical Committee
• ACC is one of the founders of the Communicatie Centrum / Centre de la Communication (ex RVdR) and JEP, together with UBA and the media (saleshouses) • Membership of ACC also includes membership of CC& JEP • This provides an advantage, as adherence to JEP is often requested in case of government pitches • This also includes an engagement to respect the self disciplinary codes of the JEP (sectorial codes and codes of conduct) • NEW: Every ACC member can/should assign a JEP Ambassador JEP membership is included in ACC-fee
• An UBA approved template to officialise relationships between clients & agencies • Suitable for all communication disciplines • Updated on talent & intellectual property rights and privacy legislation (GDPR) • Available in 3 languages A client/agency contract, by ACC & UBA
• Guidelines to streamline competitions • For all kind of commercial pitches: • Long term relations or ad hoc pitches • All kind of disciplines (also events, content, PR,…) • They are not binding law, but... • If violated by a prospect, ACC puts pressure UBA/ACC/UMA Competition Charter
• Leaflet with practical tips for a ’Happy pitch’ • A practical overview of the basic pitch procedures • For CEO’s, CSD’s and new bizz managers Questions to ask “when the call comes’
• Practical guides with do’s & don’ts • For public servants • Different versions: Federal & Flemish TIPS • Taskforces with Kortom, VVSG and EBP to create ‘model tenders’ for main activities Tips for Government Pitches
• A 2-step process to protect strategies and concepts in and after a pitch process for 5 years • Put the ACC-protected logo on your presentation • Create an i-depot: https://www.boip.int and pay 35€ ACC protected tool
• A set of guidelines for Native Advertising • Co-written by CC, ACC and UBA • Controlled by JEP in case of complaints Native Advertising Guidelines, written by our EC CM
Influencer Guidelines, written by our EC P&IR • As a response to the ‘recalled’ Influencer Guidelines from the FOD Economy • Under the umbrella of CC • Approved by all other Belgian associations (BAM, UBA, Feweb) • Controlled by JEP
• A service agreement template • To streamline agreements between agencies and influencers • And to guarantee respect for the Influencer Guidelines Contract Template for Agencies/Influencers
• A set of Guidelines for the Selection of an AV production company • Purpose is to provide clear indications of what is to be expected from all parties • It comes with a Briefing Template for an audiovisual production AV Production Guidelines
Specific initiatives for the Event agencies:
Membership Event Confederation is included • E-C was founded by ACC, BESA & Febelux in 2020 • It is open to all Associations in the Event industry • It defends the broad interests of the event sector • And serves as the lobbying organisation for event associations
Dear receiver of this invoice, These are turbulent times for everybody and every business. Especially for the creative industry. Yet, we witness a tremendous sense of adaptation, flexibility and solidarity. The agency that sends you this invoice undoubtedly has been working in quite difficult circumstances over the past year to come up with innovative solutions to help you grow or at least maintain your business. And in doing so, they involve suppliers and freelancers for whom it is even more difficult to make ends meet. Each invoice stands for a team of hardworking people: strategists, project managers, creative teams, producers, technical people and suppliers, who dedicate all their talents to the success of your brand and company. Which is why the Association of Communication Companies and the Event Confederation humbly ask you to pay their invoices within the agreed terms, preferably within 30 days. And by doing so, to respect the European Late Payment Directive. Thank you for your understanding and cooperation, Johan Vandepoel CEO Association Communication Companies Vinciane Morel President Event Confederation A special thanks to Ogilvy Romania and Ogilvy Social.Lab Brussels for the campaign. Open Letter to respect 30d Payment Terms, endorsed by UBA
Massive Press coverage
Social Media coverage
• Different interpretations taks levels on catering (2020) • Different interpretations on taks deductibility (2021) We set things straight regarding taks audits
3 fields of application: - Trade Fairs or day-events including overnight stay/ transport - Combi Tickets for Festivals or events including several overnight stays in hotel/camping - Orgnaized trips Problems: • Insurance for insolvency: - Non existing in our sector because the rules aren’t clear - Reinsurance impossible because of Covid-19 pandemic - Equity of 15% requested, which is troublesome in Covid-times - Cost for insurance: ‘Single Asset Based” • Cancellation: - Even stronger rules for packaged tours than for events/festivals Dealing with issues regarding packaged tours
- Exemption as ‘packaged tours for combi-tickets with several overnight stays when the event is qualified as culture, sports, leasure or training - During the days of the main event => not considered as package tour - When being ‘extended’ => considered as package tour - Accessible and affordable insolvency insurances - Insolvency insurances via the Government (possibly via state owned Credendo). Limited contribution, based on a fixed fee per trip - All of this is being lobbied for iaw Union Professionelle des Agences de Voyage and Vereniging Vlaamse Reisbureaus Packaged tours: what do we want?
• Task Force : • Bart Vandaele (Besa & E-C), Juul Van Gils (Febelux & E-C); Unizo (partner)​; Chris Persyn (Lawyers); Emmanuel Andries & Koen Vanhove (ACC) • Strong lead from Besa / Febelux • Work done ​: • Monthly meeting with task forces • 2 meetings with FEB/VBO – UCM • Definition of the project : cfr document on the website (old version) & new doc “in progress” • “Een gemengde CP bediende & arbeiders” voor evenement sektor “ • Event acteur de la 100 & 200 Working on a specific Paritary Committee:
Objective: • Get the green light and support from “Employers assocation” before going to “Employee / syndicat “ association Current situation • No ok yet on the project from VBO • Main reason : scope of the project & defintion • Ok for event organisors • Not ok for suppliers • Back to work on Nace code and definition • Advice from Laywers : • 1st make Event Confederation stronger and united • Work on the long term for CP / PC • CP 200 has tried to put all of us into 126 • Contact with Fedustria (part of VBO) • Contact with politics to unwind the situation Paritary Committee: what’s new:
• A template in collaboration with MVVP lawyers • For creative/commercial interim independents • With clauses that minimize fiscal/social hazards • Available in NL, FR, ENG • Downloadable on acc.be Standard Freelance Contract
• A template that regulates the cession of rights from actors and authors • Mainly in the field of interviews for content purposes • Created by AdaStone Law • Downloadable on acc.be Cession of Rights Permission template AFSTAND VAN RECHTEN Ik, ondergetekende:___________________________________________________ (Vul naam en voornaam in) Geboren op: _________________________________________________________ Gedomicilieerd te : ____________________________________________________ (Vul straat, nummer, postcode en stad in) geef mijn akkoord om: - gefotografeerd /gefilmd/geïnterviewd te worden in het kader van de campagne [vul naam van de campagne in]; - dat mijn naam, afbeelding, stem, werken en alle andere aspecten die me betreffen, gefotografeerd, gefilmd, en vastgelegd mogen worden met het oog op de verspreiding hiervan aan het publiek; - en bijgevolg om de nodige rechten voor de exploitatie en de mededeling aan het publiek van deze afbeeldingen, filmen en geluidsbanden af te staan aan [vul naam onderneming in], gevestigd te [vul adres onderneming in], ingeschreven in het KBO met ondernemingsnummer [vul ondernemingsnummer in] (hierna, de ‘Onderneming’). De rechten die worden afgestaan behelzen onder meer de persoonlijkheidsrechten (recht op afbeelding, naam en stem) en de auteurs- en naburige rechten verbonden aan mijn werken (het recht om mijn stem en afbeelding vast te leggen en op te slaan, om de beelden te kopiëren, aan te passen en te verspreiden naar het publiek, zonder enige beperking in hoeveelheid, integraal of gedeeltelijk, via elke drager en in formaat, en in het bijzonder het recht om de sequenties van beelden te digitaliseren of laten digitaliseren, te kopiëren of laten kopiëren, in het verkeer te brengen, te verspreiden, verkopen of laten verkopen; het recht om de werken te verhuren, mee te delen aan het publiek, overal en via elk kanaal of medium, daarbij inbegrepen de uitzending via netwerk en/of andere systemen voor telecommunicatie (analoog of digitale radiogolven, analoge of digitale kabel, Internet - inclusief sociale medianetwerken - satelliet, analoog, mobiel netwerk) rechtstreeks of on-demand; het afgeleide en secundaire exploitatierecht, in het bijzonder op alle papieren dragers (pers, affiches, magazines, boeken), audio en visuele dragers (digitaal of fysiek). Deze afstand, waarvan ik het ongestoord genot garandeer, is gedaan ten kosteloze titel, voor de volledige duur van de bescherming van de rechten, wereldwijd, voor alle talen en via alle dragers zoals hierboven omschreven. De Onderneming: - is de enige die kan beslissen omtrent de hierboven genoemde rechten en werken tijdens de uiteindelijke montering van de beelden, inclusief het volledige of gedeeltelijke gebruik; - kan deze rechten afstaan aan elke derde; - is niet verplicht mijn naam en titel te vernoemen in de (eind)generiek van de filmen. Datum :……………………………………………………………… Handtekening:………………………………………………… (voorafgegaan door “gelezen en goedgekeurd”)
• A standard form to unify Purchase & Sales terms • To avoid non signing by clients, mainly among event agencies • Developed by AdaStone Law and accredited by ACC • Downloadable on acc.be Standard Purchase & Sales Templates
BA Insurance policy for Event sector Coverages Usual coverages Verheyen nv Territorial scope Belgium and surrounding countries. Extension to Europe is possible with additional premium. Worldwide, excluding Canada and USA Third Party Liability € 1.250.000 € 5.000.000 Co-insureds: freelancers, occasional co-workers, interns Not insured € 5.000.000 Product and service liability No standard coverage € 2.500.000 Professional liability No standard coverage € 500.000 Damage to entrusted goods No standard coverage. If insured, mostly limited to € 25.000 per claim for goods to work “on” € 75.000 per claim for entrusted goods to work “on” and to work “with” Damage to rented material Not insured € 75.000 per claim, max. € 150.000 per year Damage to used/rented venues Not insured € 75.000 per claim Objective Liability Not insured Insured when the event organiser is legally supposed to underwrite this coverage. Third Party Liability of your client Not insured Coverage on top of TPL-policy of client. If client has no TPL coverage, a deductible of € 50.000 per claim will be applied. Legal assistance € 25.000 € 50.000
Plus a checklist & rationale Event Cancellations Insurance Policy Algemene gegevens Organisator + E-mailadres: Opdrachtgever: Naam Evenement: Aantal deelnemers / Bezoekers: Locatie en land: Omschrijving event: Duur in aantal dagen: Begindatum event: Te verzekeren bedrag Productiebudget (totaal factuur aan uw klant) in Euro : Andere bepalingen Dient er inkomstgeld te worden betaald door het publiek? Ja / Neen Gaat het door U ingerichte evenement geheel of gedeeltelijk door in openlucht? Ja / Neen Aanwezigheid van tenten / circustenten / opblaasbare hallen? Indien ja, gaat het evenement door op minder dan 5 km van de kust ? Ja / Neen Ja / Neen Wordt er vuurwerk voorzien? Ja / Neen
• Based on the input of our new President and our Board Members • What are our current and future challenges? • And how to prepare for them! Vision Memo 2020/2024
Let’s raise our voice inside & outside. 1. Strengthen our business consulting skills. 2. Better quality education inflow. 3. Stimulating collaborations between agencies. 4. Accelerate diversity in agencies. Four battle fields for transformation:
Strengthen our Business Consulting Skills • To guide creative agencies in their transformation into Creative Consultancy Agencies • 10 full-day sessions + Hackaton in Feb/Jun 2021 • For CEO’s + SD’s: n=26
Training & integrating better qualified school leavers Goal: offer more relevant education (business, technology, …). • Bachelor, master, post-graduates, … with a focus on commercial and strategic profiles • Target groups: high-school and university governors, teaching staff, students, press, … • Whyte steers an action plan: • Taskforce defined issues and set objectives • Surveys to agency managers & youngsters to define needs & gaps • 3 World Cafés (2FL/1FR with 12 Universities & Colleges + agency representatives) • Next: ACC Whitepaper for the entire educational sector Better quality education
A plan to connect complementary ACC agencies • Goal: explore eco-systems & alliances among agencies from different disciplines • We are developing a MatchMaking Engine, based on: • Complementarity in agency services • Similarity in values and agency culture • It will serve as an online tool and as a date-generator for networking event(s) • Timing: May 21 for the tool; Q3 2021 for the networking event Stimulating internal collaboration
Looking for complementary agencies: • Competences • Open for Collaboration on which disciplines • Collaboration Modus (lead, eco-system, executor,…) Comparable or opposite structure/culture?: • Staffing • Local or Adaptation Work • Client Portfolio (B2B, B2C,…) • Mother tongue • Ownership • Reputation • Best known for … • Personality Traits Collecting data for Match Making Engine
A plan to close the diversity-gap in our sector • Goal: to assure that our consumer insights cover the entire population • Problem setting: • We have no clue of the (media) consumption & values of a growing part of our population • Only 4% of our talent has an ethnic/migration background • Lack of esteem for our profession and absence of role models are main barriers to join us • Our plan: to connect people with migration background and agencies via ASATT • Immersion Day for agency managers and A Seat At The Table: • Four Roadshows for 100 youngsters @ 12 agencies in Antwerp, Brussels (2x) and Ghent • Followed by selective invitations for ACC & participating agencies’ trainings & events • Timing: preparation Q4 2020; field Q3 2021 (after Corona) Accelerating Diversity in our sector
A Client/Agency evaluation tool: COLLAB
Students & Interns
• What: ACC coordinates all applications from schools wanting to visit an agency: +/- 40 groups, mainly ATL & digital agencies • Target: last year students marketing & communication • When: All year through, depending on availabilities agencies • Was extended to Event Marketing and Content Marketing We organize Open door Days
• Purpose: to ensure students to prepare in the best way for a job in the creative industry • In the Toolkit, we offer: • A charter with 9 criteria and guidelines (incl NDA template) • A checklist with criteria for a good internship and guidelines • A Certificate with logos ACC and agency We offer Internship Toolkits & Certificates Criteria for ACCredited Internships Checklist *Mandatory 1. Profile domain* The intern should belong to a job profile domain within Marketing Communications: Advertising, Event management, PR, Brand Activation, Content Marketing and Digital: 2. Development plan* The intern and the agency should draft a development plan with details about the internship. 3. Content* The content of the internship should include relevant tasks from the job profile domain, real client cases and exposure to the other job profile domains within the agency. 4. Mentoring* The intern should have both a school and an agency mentor, responsible for following up the intern’s progress. 5. Duration & Workload A minimum duration of 10 weeks is recommended within a standard 38 hour per week workload. 6. Recognition The intern should be encouraged to pitch his/her own ideas, work on their execution and be acknowledged for them thereafter. 7. Legal requirements* Interns should work under a standard internship agreement, stating legal rights and obligations. 8. Reimbursement of expenses ACCredited internships are unpaid, but reimbursement of costs is recommended. 9. Evaluation* The interns should be evaluated by both mentors, according to predefined criteria. Overview of responsibilities School Agency Provide job profile curriculum Provide knowledge and experience for the different job profiles Assign a school internship mentor Assign an agency internship mentor Participate in drafting the development plan Participate in drafting the development plan Implement a minimum internship length Organise a 30 min per week 121 meeting Provide a standard legal internship agreement Assign real client case tasks to the intern Provide insurance coverage Ensure recognition where appropriate Facilitate a final evaluation Provide reimbursement of expenses Provide a final evaluation
We give guidance to jobseekers
 Would-be Dentist becomes Account Manager  Journalist becomes Strategic Planner  Astronaut becomes Data analyst  Footballplayer becomes Growthhacker Some more examples:
• All ACC members can put job offers on our site for free • For full time or part time jobs, freelancers or internships • For jobs in Client Service, Creative, Strategic or Technology departments We offer a free Job Corner on our website
Keeping talent aboard via ACC Talent Bank
We organize speed dating sessions
Art Students & CD’s date @ CDate Night
Marketing students & CEO’s date @ The Hunt
• Need for new talent at event agencies • 8 schools select 8 top candidates each • 10 event agency managers screen students • Candidates send cv and present themselves during a 1 min live ‘elevator’ pitch • Group assignment on real briefing + presentation • Speeddating with agency ceo’s + networking • Selection of Top Talents: agencies offer internships or interviews for job recruitment • Iaw VBO/FEB “Young Talent in Action” Young Event Talent Day
Students and agency managers at YET Day
YOUNGDOGS: pitch sessions for Young Creatives 6 pitches per year Real clients - real briefs Creatives under 28yo (both working & studying) Two weeks to work on brief Ideas are judged by 2 or 3 Belgian CD’s & client Winners get ticket to Cannes
• A dating-site for young creatives looking for a partner • 30% of young creatives are looking for a creative partner • Admates is free of charge, sponsored by MM & ACC • Admates features ‘Bros&Sis’: experienced creative advisors • www.admates.online ADMATES by YoungDogs, MM & ACC
• There is a strong demand for more/better freelancers • More disciplines, more variation jrs vs srs, even internships • There is a big need for a performant platform to display offer freelancers • Informative, re-active, transparent • ACC has a partnership with The Maffia • They address our needs and offer rebates to ACC members: • Diversification of profiles • Transparent price model and rebates for ACC members • €55 rebate on finders’ fee < 1 month • €1.000 rebate on finders’ fee > 1year We professionalized the Freelance offer
• What: a helpdesk with a lawyer company, specialized in marketing & communication • How much: €185/question/90 mins or, if complicated they will send a quote upfront • When: available at all times We offer a Legal Helpdesk with AdaStoneLaw
• Reclame voor elk medium (internet, TV, radio, cinema, outdoor, pers, etc.), promotionele verkooptechnieken en handelspraktijken • Sponsoring, merchandising, events, wedstrijden en tombola’s • Eerbied voor het privéleven en bescherming van persoonsgegevens • Prijsreglementering • Verpakking en etikettering • Commerciële communicatie betreffende specifieke producten en gericht op gevoelige doelgroepen (tabak, alcohol, medicamenten, kinderen) • Elektronische handel • Auteursrecht, merkenrecht, tekeningen en modellen, recht op afbeelding • Juridische aspecten van PR-opdrachten • Reclametechnieken, product placement, teasing • Algemene contractuele beginselen uit de reclamesector • Algemeen advies over de Tax Shelter Typical questions for the Legal Line
• What: advice from a lawyer company, specialized in tax law • How much: standard tax/juridical questions at a flat rate of €185. For more complex matters, you will receive a quote • When: available at all times Tax advice from Lauwers & Seutin
• A good briefing is key for a strong campaign • ACC & UBA developed briefing templates for • Integrated campaigns • Event Marketing campaigns • Content Marketing campaigns • Public & Influencer Relations • Combined with MasterClasses @UBA Briefing Templates, by ACC and UBA
3. WE INVESTIGATE
• 4th You & Corona Survey in Q1/21 • Extra questions on: • Issues with resilience @work • Homeworking issues: impact on extra benefits mobility and home office • Who looked for extra funding or took a loan? • 86 agency (groups) participated • Survey “Employees & Corona” in Q1/21 • To check on homeworking and resilience • 675 employees from 77 agencies participated • Agencies >3 employees got their own report Monitoring the Corona-impact to our sector
New Salary Survey in June 21
Including Hourly Rates (New: also for freelancers)
Profitability Survey: why do we need it?
New Profitability Survey in May 21
• A survey, called Custometer • Conducted by Insites • Measures online & offline content • Provides feedback on readership • Measures effect on brand perception We offer Content measurement tools
4. WE EDUCATE
• The Trip Advisor for trainings, courses and events in our sector: • ACC initiated, ACC hosted or ACC endorsed • For members/non members; interns/jrs/srs/all • For Account Mnt, Creative-, Financial-, Mnt-, Personal-, strategic- and Techology Skills The Brainery: our platform for trainings
Some Brainery Trainings
New Revenue Models for Agencies
• In partnership with PitchPoint, UBA and inspired by IPA • We will publish a paper with all existing remuneration modes • We will instruct agencies how to move towards more sophisticated – value based – remuneration modes • We will establish a benchmark via a survey and we will measure evolution on a regular basis Followed by Taskforce ‘Pricing for Success”
Input Essentials of the Pricing for Success model
Writing for Social Media
Writing & Presentation Skills
Training for Strategic Planners
Adapting to the new normal How to present online
Adapting to the new normal Time Management
Adapting to the new normal Stress Management & Resilience
Creative Strategy Night (APG UK Winners)
1st HYPRE Cycle for PR Executives
1st European Edition Content Marketing World
8th HYPE Cycle for Strategic Planners
1st FAME Cycle for Account Managers
Free Young Account Bars
Free Partner Sessions • 25/06: Data-driven advertising (by Mediahuis) • 02/07: Multilingual communication (by ELAN) • 09/07: Optimising client relationships (by Pitchpoint) • 27/08: Managing your tax administration during a global health crisis? (by Lauwers & Seutin) • 10/09: Corona and its legal impact (by KOAN) • 17/09: Communication skills (by ELAN)
Free Brainery Sessions • Beyond Brands by Tom Van Den Bergh/RCA – 12/11 • Collaboration between brand & performance mktng by Sofie Verstreken/BBDO – 19/11 • Content Mktng for adv. & full service agencies by Pieter Vereertbrugghen/Cypres – 26/11 • TikTok, an untapped opportunity by Rob Van Alphen (School of Disruption) – 03/12 • Communities Decoded by Dennis Claus (Supermachine) – 10/12
What: online learning programs w/ exam Foundation Certificate: young accounts/ strategic planners Effectiveness Essentials Certificate: accounts/ strategic planners Advanced Certificate in Effectiveness: high potential agency leaders Online Learning Certificates iaw IPA UK
Other ‘Educational’ initiatives:
• At AP Hogeschool Antwerp • Supported by ACC/Custo • For students & professionals • Benefits for ACC members Content Mktng: Postgraduate Content Mktng
• A practical guide for clients and agencies • Outlines do’s and don’ts when working with several agencies in order to avoid chaos, frictions and jealousy • In combination with learnings from Masterclass with ACC, UBA and EACA A manual for Multi Agency Relationships
• To educate the market on new #InfluencerGuidelines • Completed with training on IP and GDPR for Social Media • In association with KOAN & JEP • Free session on Nov 2018, next Nov 2019 PR: Masterclass new Influencer Guidelines
• Tailor made for acc members iaw Talent Lab • Provides a recognized Certificate Prevention Advisor Level 3 • Dutch spoken; 5 working days: 19, 20, 21, 26, 27/11 • ACC members can ‘earn’ 240€: cost = 1.000€, but subsidized by KMO Portefeuille Sectorfonds & Betaald Educatief Verlof • Next session in 2021; 3 participants so far >< we need 6 Events: A 5 day workshop ‘Prevention Advisor’
Exchange sessions with UBA Expert Communities: 1. “Excellence in B2B CM for the EC B2B – Feb 22 – by Bart L and Koen DN 2. “Video & SEO? So different, yet so complimentary” – June 4 – by Sam B (SB) & Floris L (HH) 3. “Learnings from Cleveland” – 17 Oct – Koen D 4. “How to create a powerful content hub?” – Jan ‘19 – by Hans DL + Intracto + MM and by Air + BMW + Newsmaster 5. “8 Rules for groundbreaking native advertising” – March ‘19– by Bart L & Pieter V 6. “How to re-brand/re-position successfully through CM” – TBC– by Olivier VdS Training sessions for UBA Academy (always from 13.30 to 17.00): 1. “How to apply CM techniques in Internal Communication?” – 12 Sept – Michel L & Karen 2. “Social Media & Content Marketing” – 22 Oct – Tom B 3. “ROI & Content Marketing Reporting”– 10 Dec – Pieter V & Michel L 4. Client Briefing Content Marketing – 22 Oct ‘19 – Jef DB We offer trainings on content marketing @UBA
Content Marketing workshops with bpost
5. WE CELEBRATE
• Belgian Jury members in Cannes present the hottest cases and their experiences • Targeted to young people who couldn’t attend Cannes • But like to party as in Cannes • Edition 8: canceled due to corona St-Canneke: straight from Cannes Festival
A New Platform: bestofawards.be
Combining the Best of Activation Awards …
with the Best of Event Awards, …
and the Best of Content Awards
• To promote Creative Thinking, not just effectiveness • For strategy with strongest transformational impact • Chosen by ACC members of the Effie Jury • Handed out at the Effie’s Initiator of the Strategic Shift Awards @Effies
Partner Media Marketing AGENCY OF THE YEAR
Partner BAM MARKETING LEADERSHIP Awards
6. WE COMMUNICATE
• Sign in: www.accbelgium.be => About us => Newsletter • Overview of ACC initiated projects • Links to subscription- or download pages A monthly Newsletter
An accurate website
Targeted mails & groups
Follow us on Social Media
Follow us on Social Media
Educational Specials:
BOCA Annual:
HOW TO BECOME A MEMBER?
Submit a file with the following elements: Signed ACC Charter with declaration regarding bankruptcy, RSZ, VAT, rejection bribery, adherence to conventions JEP, … Last years’ balance sheet CV ceo + 2 references of clients/suppliers/ceo’s other agencies ‘Peer’ check among existing members of main discipline Possible issues will be handled by Ethical Committee Measures in case of disloyal Members: Abuses can be reported at ‘Red Line’ Issues will be handled by Ethical Committee How to become an ACC member?
Fees are based on last year’s gross margin
THAT’S IT FOR NOW
FEEL FREE TO ADD, STEEL, COPY, ADAPT, CHANGE, IMPROVE, …
BUT PLEASE, DO IT WITH RESPECT AND COMMON SENSE
Thanks!

More Related Content

PDF
Tfl presa acc
byACCBelgium
 
PDF
Agency fish creative credentials
byRodrex Matthew
 
PPT
Blacksheep Presentation Profile2
byBlacksheep Advertising Co. W.L.L.
 
PPTX
Acc credentials 10.21
byACCBelgium
 
PPTX
Acc credentials 2018
byStephanie1301
 
PDF
About cci media connecting solutions introduction 2012
byPatrick Cotting
 
PDF
ACC_Credentials_22.07.pdf
byACCBelgium
 
PDF
ACC_Credentials_22.10
byACCBelgium
 
Tfl presa acc
byACCBelgium
 
Agency fish creative credentials
byRodrex Matthew
 
Blacksheep Presentation Profile2
byBlacksheep Advertising Co. W.L.L.
 
Acc credentials 10.21
byACCBelgium
 
Acc credentials 2018
byStephanie1301
 
About cci media connecting solutions introduction 2012
byPatrick Cotting
 
ACC_Credentials_22.07.pdf
byACCBelgium
 
ACC_Credentials_22.10
byACCBelgium
 

Similar to Acc credentials 05.21

PPTX
Acc credentials Event marketing
byACCBelgium
 
PPTX
ACC_Credentials_05.22.pptx
byACCBelgium
 
PPTX
Acc credentials 01.22
byACCBelgium
 
PPTX
ACC_Credentials_03.22.pptx
byACCBelgium
 
PPTX
Acc credentials 21
byACCBelgium
 
PPT
Akkanto Master Presentation Ppt Eng
byjo1975
 
PDF
OUHK COMM6024 Lecture 6 - Managing media event
byTHE HANG SENG UNIVERSITY OF HONG KONG
 
PPTX
A Better Way To Manage Your Events 2015
byTheHotelNetwork
 
PPT
Affiliate Marketing Council - July 2012
bykedwards100
 
PDF
2013 03-04-media-and-events
byAustralian Marketing Institute
 
PDF
Lecture 4 managing mpr activities
byTHE HANG SENG UNIVERSITY OF HONG KONG
 
PDF
Lacom Company Profile 2011
byLA Communications
 
PDF
BBDO Belgium - Agency of the Year
byBBDO Belgium
 
PDF
Destination Management Guide
byObviusSpain
 
PDF
Association Forum Presentation 2014
byTheHotelNetwork
 
PPT
Special studies in marketing 5
byReema Rijhwani
 
PDF
Beck Media And Marketing: Presentation Deck
bymgyulai
 
PPTX
A Better Way To Manage Your Events
byTheHotelNetwork
 
PPT
July amc final deck
bykedwards100
 
PPT
Presentation Skills Part 2 - Building Slides
byMichelle Smyth
 
Acc credentials Event marketing
byACCBelgium
 
ACC_Credentials_05.22.pptx
byACCBelgium
 
Acc credentials 01.22
byACCBelgium
 
ACC_Credentials_03.22.pptx
byACCBelgium
 
Acc credentials 21
byACCBelgium
 
Akkanto Master Presentation Ppt Eng
byjo1975
 
OUHK COMM6024 Lecture 6 - Managing media event
byTHE HANG SENG UNIVERSITY OF HONG KONG
 
A Better Way To Manage Your Events 2015
byTheHotelNetwork
 
Affiliate Marketing Council - July 2012
bykedwards100
 
2013 03-04-media-and-events
byAustralian Marketing Institute
 
Lecture 4 managing mpr activities
byTHE HANG SENG UNIVERSITY OF HONG KONG
 
Lacom Company Profile 2011
byLA Communications
 
BBDO Belgium - Agency of the Year
byBBDO Belgium
 
Destination Management Guide
byObviusSpain
 
Association Forum Presentation 2014
byTheHotelNetwork
 
Special studies in marketing 5
byReema Rijhwani
 
Beck Media And Marketing: Presentation Deck
bymgyulai
 
A Better Way To Manage Your Events
byTheHotelNetwork
 
July amc final deck
bykedwards100
 
Presentation Skills Part 2 - Building Slides
byMichelle Smyth
 

More from ACCBelgium

PDF
ACC - How first-class agencies run their daily operations with Teamleader Orb...
byACCBelgium
 
PDF
InfluencerGuidelines22_FR.pdf
byACCBelgium
 
PDF
InfluencerGuidelines22_NL.pdf
byACCBelgium
 
PDF
Boca jury 2021
byACCBelgium
 
PDF
Boa jury 2021
byACCBelgium
 
PDF
Boca jury 2021
byACCBelgium
 
PDF
Boca jury 2021
byACCBelgium
 
DOCX
Boca jury 2021
byACCBelgium
 
PDF
Boa jury 2021
byACCBelgium
 
PDF
WFA Procurement Paper 2020
byACCBelgium
 
ACC - How first-class agencies run their daily operations with Teamleader Orb...
byACCBelgium
 
InfluencerGuidelines22_FR.pdf
byACCBelgium
 
InfluencerGuidelines22_NL.pdf
byACCBelgium
 
Boca jury 2021
byACCBelgium
 
Boa jury 2021
byACCBelgium
 
Boca jury 2021
byACCBelgium
 
Boca jury 2021
byACCBelgium
 
Boca jury 2021
byACCBelgium
 
Boa jury 2021
byACCBelgium
 
WFA Procurement Paper 2020
byACCBelgium
 

Recently uploaded

PDF
Latest SEO Trends Followed by Top SEO Agencies in Noida - Manojnegi.in.pdf
byManojNegi
 
PDF
Your Website Is Invisible to 800 Million People: The ChatGPT Visibility Crisis
byUdit Goenka
 
PPTX
A First Look at 2026: Leveraging AI to Boost Lead Handling and Drive Better R...
bySearch Engine Journal
 
PPTX
SORTIQSOLUTIONS. pptx ppt on ppc a topic from digital marketing
bysortiqsolutionss
 
PDF
TopMate ES11 3-Wheel Electric Scooter: A Compact Mobility Solution for Everyd...
byTopmate
 
PDF
Purchase Twitter Accounts with Full Access and Secure Setup.pdf
bytopusapro.com
 
DOCX
Top Factors That Make Old Gmail Accounts More Valuable
bypvasmmpath
 
PDF
Lions Club Presentation on How to Use Facebook, Instagram and META products
byTalking Finger, social media marketing agency
 
PDF
Karin Gargus' Marketing Portfolio - DSGN 253
byKarin Gargus
 
PPTX
Affiliate Summit West - Lily Ray Keynote 2026
byLily Ray
 
PDF
biosecuritymeasuresinshrimpfarming-190830124902.pdf
byNeospark
 
PDF
Top 123 Place to USA Binance Accounts Online-Uk.pdf
bybimif63078
 
PDF
AI In Advertising 2026 - Optimization Expectation and Framework
byAvinash Chandra
 
PDF
Muleko Security Services Company Profile
bymulekoservices66
 
PDF
How To Buy Verified Wise Accounts – for a secure,& fully prepared profile.pdf
byapasanilion108
 
Latest SEO Trends Followed by Top SEO Agencies in Noida - Manojnegi.in.pdf
byManojNegi
 
Your Website Is Invisible to 800 Million People: The ChatGPT Visibility Crisis
byUdit Goenka
 
A First Look at 2026: Leveraging AI to Boost Lead Handling and Drive Better R...
bySearch Engine Journal
 
SORTIQSOLUTIONS. pptx ppt on ppc a topic from digital marketing
bysortiqsolutionss
 
TopMate ES11 3-Wheel Electric Scooter: A Compact Mobility Solution for Everyd...
byTopmate
 
Purchase Twitter Accounts with Full Access and Secure Setup.pdf
bytopusapro.com
 
Top Factors That Make Old Gmail Accounts More Valuable
bypvasmmpath
 
Lions Club Presentation on How to Use Facebook, Instagram and META products
byTalking Finger, social media marketing agency
 
Karin Gargus' Marketing Portfolio - DSGN 253
byKarin Gargus
 
Affiliate Summit West - Lily Ray Keynote 2026
byLily Ray
 
biosecuritymeasuresinshrimpfarming-190830124902.pdf
byNeospark
 
Top 123 Place to USA Binance Accounts Online-Uk.pdf
bybimif63078
 
AI In Advertising 2026 - Optimization Expectation and Framework
byAvinash Chandra
 
Muleko Security Services Company Profile
bymulekoservices66
 
How To Buy Verified Wise Accounts – for a secure,& fully prepared profile.pdf
byapasanilion108
 

Acc credentials 05.21

  • 1.
    Our mission andan overview of our tools & services May 2021 How can ACC help you?
  • 2.
    POWERFUL COMMUNICATION ISNO LONGER THE PREROGATIVE OF TRADITIONAL ADVERTISING AGENCIES
  • 3.
    Which is whythe Association of Communication Companies opened up to all creative agencies Advertising – Activation – Content - Digital – Events – PR & Influencer
  • 4.
    Our 150 members& their roots
  • 5.
    What do we ‘creativeagencies’ stand for?
  • 6.
    agencies We are entrepreneurialplaces to work, with a diversity of talents and skills creativity We distinguish ourselves via conceptual thinking and applied creativity communication We are customer centric and go from insights over tools to implementation What do we all have in common?
  • 7.
    CREATIVE COMMUNICATION BOOSTS ECONOMY* *Proven by Deloitte Economic Impact Survey 2014 What is our Belief:
  • 8.
    What is ourUniqueness: Having creatives and thinkers under one roof
  • 9.
    ACC’s mission: … isto upgrade, promote and defend the added value of our members towards (future) employees, clients, authorities, press & public
  • 10.
    TO UNITE ANDEMPOWER ALL COMMUNICATION AGENCIES IN THEIR INDIVIDUAL INTERESTS AND COLLECTIVE AMBITIONS ACC’s purpose:
  • 11.
    • Reflecting ourcore values of collegiality and fair-play • A mini-soccer tournament with up to 12 agencies Belgian Agency League – by ACC
  • 12.
    How do wework?
  • 13.
    We have asmall team of dedicated people Laurien Engels – Project Manager Johan Vandepoel – General Manager Stéphanie Vazquez - Office Manager
  • 14.
    5 Competence basedExpert Centers: • Brand Activation • Content Marketing aka Custo • Event Marketing • Public & Influencer Relations • Digital Marketing 5 Cross disciplinary Expert Centers: • Legal & Finance • Sector Challenges • Strategic Planning • Young Accounts • Young Dogs But we have a huge team of volunteers
  • 15.
    5 Competence basedExpert Centers: • Brand Activation: Daniel Schots / BBDO • Content Marketing: Michel Libens/ Propaganda • Event Marketing: Bert Knuts/ Event Masters • Public & Influencer Relations: Werner De Smet / Oona • Digital Marketing: TBC 5 Cross disciplinary Expert Centers: • Legal & Finance: Dirk Debeys / mortierbrigade • Sector Challenges: Francis Lippens / FamousGrey • Strategic Planning: Vincent d’Halluin / mortierbrigade • Young Accounts: Margaux Mariens/ mortierbrigade • Young Dogs: Shi Qi Ji / BBDO With very motivated Presidents
  • 16.
    A committed Boardof Directors
  • 17.
    • The ExpertCenters are at the heart of the ACC • They initiate and elaborate actions, services and tools • The dedicated team serves as facilitator • The CEO represents the members and serves as ‘advocate’ • The Board of Directors provides guidance and feedback Who does what?
  • 18.
    What do wedo for you?
  • 19.
    • We Regulate •We Stimulate and Facilitate • We Investigate • We Educate • We Celebrate • We Communicate We have 6 priorities, that all end with ‘ate’…
  • 20.
  • 21.
    Code of self-discipline& Ethical Committee
  • 22.
    • ACC isone of the founders of the Communicatie Centrum / Centre de la Communication (ex RVdR) and JEP, together with UBA and the media (saleshouses) • Membership of ACC also includes membership of CC& JEP • This provides an advantage, as adherence to JEP is often requested in case of government pitches • This also includes an engagement to respect the self disciplinary codes of the JEP (sectorial codes and codes of conduct) • NEW: Every ACC member can/should assign a JEP Ambassador JEP membership is included in ACC-fee
  • 23.
    • An UBAapproved template to officialise relationships between clients & agencies • Suitable for all communication disciplines • Updated on talent & intellectual property rights and privacy legislation (GDPR) • Available in 3 languages A client/agency contract, by ACC & UBA
  • 24.
    • Guidelines tostreamline competitions • For all kind of commercial pitches: • Long term relations or ad hoc pitches • All kind of disciplines (also events, content, PR,…) • They are not binding law, but... • If violated by a prospect, ACC puts pressure UBA/ACC/UMA Competition Charter
  • 25.
    • Leaflet withpractical tips for a ’Happy pitch’ • A practical overview of the basic pitch procedures • For CEO’s, CSD’s and new bizz managers Questions to ask “when the call comes’
  • 26.
    • Practical guideswith do’s & don’ts • For public servants • Different versions: Federal & Flemish TIPS • Taskforces with Kortom, VVSG and EBP to create ‘model tenders’ for main activities Tips for Government Pitches
  • 27.
    • A 2-stepprocess to protect strategies and concepts in and after a pitch process for 5 years • Put the ACC-protected logo on your presentation • Create an i-depot: https://www.boip.int and pay 35€ ACC protected tool
  • 28.
    • A setof guidelines for Native Advertising • Co-written by CC, ACC and UBA • Controlled by JEP in case of complaints Native Advertising Guidelines, written by our EC CM
  • 29.
    Influencer Guidelines, writtenby our EC P&IR • As a response to the ‘recalled’ Influencer Guidelines from the FOD Economy • Under the umbrella of CC • Approved by all other Belgian associations (BAM, UBA, Feweb) • Controlled by JEP
  • 30.
    • A serviceagreement template • To streamline agreements between agencies and influencers • And to guarantee respect for the Influencer Guidelines Contract Template for Agencies/Influencers
  • 31.
    • A setof Guidelines for the Selection of an AV production company • Purpose is to provide clear indications of what is to be expected from all parties • It comes with a Briefing Template for an audiovisual production AV Production Guidelines
  • 32.
    Specific initiatives forthe Event agencies:
  • 34.
    Membership Event Confederationis included • E-C was founded by ACC, BESA & Febelux in 2020 • It is open to all Associations in the Event industry • It defends the broad interests of the event sector • And serves as the lobbying organisation for event associations
  • 35.
    Dear receiver ofthis invoice, These are turbulent times for everybody and every business. Especially for the creative industry. Yet, we witness a tremendous sense of adaptation, flexibility and solidarity. The agency that sends you this invoice undoubtedly has been working in quite difficult circumstances over the past year to come up with innovative solutions to help you grow or at least maintain your business. And in doing so, they involve suppliers and freelancers for whom it is even more difficult to make ends meet. Each invoice stands for a team of hardworking people: strategists, project managers, creative teams, producers, technical people and suppliers, who dedicate all their talents to the success of your brand and company. Which is why the Association of Communication Companies and the Event Confederation humbly ask you to pay their invoices within the agreed terms, preferably within 30 days. And by doing so, to respect the European Late Payment Directive. Thank you for your understanding and cooperation, Johan Vandepoel CEO Association Communication Companies Vinciane Morel President Event Confederation A special thanks to Ogilvy Romania and Ogilvy Social.Lab Brussels for the campaign. Open Letter to respect 30d Payment Terms, endorsed by UBA
  • 36.
  • 37.
  • 38.
    • Different interpretationstaks levels on catering (2020) • Different interpretations on taks deductibility (2021) We set things straight regarding taks audits
  • 39.
    3 fields ofapplication: - Trade Fairs or day-events including overnight stay/ transport - Combi Tickets for Festivals or events including several overnight stays in hotel/camping - Orgnaized trips Problems: • Insurance for insolvency: - Non existing in our sector because the rules aren’t clear - Reinsurance impossible because of Covid-19 pandemic - Equity of 15% requested, which is troublesome in Covid-times - Cost for insurance: ‘Single Asset Based” • Cancellation: - Even stronger rules for packaged tours than for events/festivals Dealing with issues regarding packaged tours
  • 40.
    - Exemption as‘packaged tours for combi-tickets with several overnight stays when the event is qualified as culture, sports, leasure or training - During the days of the main event => not considered as package tour - When being ‘extended’ => considered as package tour - Accessible and affordable insolvency insurances - Insolvency insurances via the Government (possibly via state owned Credendo). Limited contribution, based on a fixed fee per trip - All of this is being lobbied for iaw Union Professionelle des Agences de Voyage and Vereniging Vlaamse Reisbureaus Packaged tours: what do we want?
  • 41.
    • Task Force: • Bart Vandaele (Besa & E-C), Juul Van Gils (Febelux & E-C); Unizo (partner)​; Chris Persyn (Lawyers); Emmanuel Andries & Koen Vanhove (ACC) • Strong lead from Besa / Febelux • Work done ​: • Monthly meeting with task forces • 2 meetings with FEB/VBO – UCM • Definition of the project : cfr document on the website (old version) & new doc “in progress” • “Een gemengde CP bediende & arbeiders” voor evenement sektor “ • Event acteur de la 100 & 200 Working on a specific Paritary Committee:
  • 42.
    Objective: • Get thegreen light and support from “Employers assocation” before going to “Employee / syndicat “ association Current situation • No ok yet on the project from VBO • Main reason : scope of the project & defintion • Ok for event organisors • Not ok for suppliers • Back to work on Nace code and definition • Advice from Laywers : • 1st make Event Confederation stronger and united • Work on the long term for CP / PC • CP 200 has tried to put all of us into 126 • Contact with Fedustria (part of VBO) • Contact with politics to unwind the situation Paritary Committee: what’s new:
  • 43.
    • A templatein collaboration with MVVP lawyers • For creative/commercial interim independents • With clauses that minimize fiscal/social hazards • Available in NL, FR, ENG • Downloadable on acc.be Standard Freelance Contract
  • 44.
    • A templatethat regulates the cession of rights from actors and authors • Mainly in the field of interviews for content purposes • Created by AdaStone Law • Downloadable on acc.be Cession of Rights Permission template AFSTAND VAN RECHTEN Ik, ondergetekende:___________________________________________________ (Vul naam en voornaam in) Geboren op: _________________________________________________________ Gedomicilieerd te : ____________________________________________________ (Vul straat, nummer, postcode en stad in) geef mijn akkoord om: - gefotografeerd /gefilmd/geïnterviewd te worden in het kader van de campagne [vul naam van de campagne in]; - dat mijn naam, afbeelding, stem, werken en alle andere aspecten die me betreffen, gefotografeerd, gefilmd, en vastgelegd mogen worden met het oog op de verspreiding hiervan aan het publiek; - en bijgevolg om de nodige rechten voor de exploitatie en de mededeling aan het publiek van deze afbeeldingen, filmen en geluidsbanden af te staan aan [vul naam onderneming in], gevestigd te [vul adres onderneming in], ingeschreven in het KBO met ondernemingsnummer [vul ondernemingsnummer in] (hierna, de ‘Onderneming’). De rechten die worden afgestaan behelzen onder meer de persoonlijkheidsrechten (recht op afbeelding, naam en stem) en de auteurs- en naburige rechten verbonden aan mijn werken (het recht om mijn stem en afbeelding vast te leggen en op te slaan, om de beelden te kopiëren, aan te passen en te verspreiden naar het publiek, zonder enige beperking in hoeveelheid, integraal of gedeeltelijk, via elke drager en in formaat, en in het bijzonder het recht om de sequenties van beelden te digitaliseren of laten digitaliseren, te kopiëren of laten kopiëren, in het verkeer te brengen, te verspreiden, verkopen of laten verkopen; het recht om de werken te verhuren, mee te delen aan het publiek, overal en via elk kanaal of medium, daarbij inbegrepen de uitzending via netwerk en/of andere systemen voor telecommunicatie (analoog of digitale radiogolven, analoge of digitale kabel, Internet - inclusief sociale medianetwerken - satelliet, analoog, mobiel netwerk) rechtstreeks of on-demand; het afgeleide en secundaire exploitatierecht, in het bijzonder op alle papieren dragers (pers, affiches, magazines, boeken), audio en visuele dragers (digitaal of fysiek). Deze afstand, waarvan ik het ongestoord genot garandeer, is gedaan ten kosteloze titel, voor de volledige duur van de bescherming van de rechten, wereldwijd, voor alle talen en via alle dragers zoals hierboven omschreven. De Onderneming: - is de enige die kan beslissen omtrent de hierboven genoemde rechten en werken tijdens de uiteindelijke montering van de beelden, inclusief het volledige of gedeeltelijke gebruik; - kan deze rechten afstaan aan elke derde; - is niet verplicht mijn naam en titel te vernoemen in de (eind)generiek van de filmen. Datum :……………………………………………………………… Handtekening:………………………………………………… (voorafgegaan door “gelezen en goedgekeurd”)
  • 45.
    • A standardform to unify Purchase & Sales terms • To avoid non signing by clients, mainly among event agencies • Developed by AdaStone Law and accredited by ACC • Downloadable on acc.be Standard Purchase & Sales Templates
  • 46.
    BA Insurance policyfor Event sector Coverages Usual coverages Verheyen nv Territorial scope Belgium and surrounding countries. Extension to Europe is possible with additional premium. Worldwide, excluding Canada and USA Third Party Liability € 1.250.000 € 5.000.000 Co-insureds: freelancers, occasional co-workers, interns Not insured € 5.000.000 Product and service liability No standard coverage € 2.500.000 Professional liability No standard coverage € 500.000 Damage to entrusted goods No standard coverage. If insured, mostly limited to € 25.000 per claim for goods to work “on” € 75.000 per claim for entrusted goods to work “on” and to work “with” Damage to rented material Not insured € 75.000 per claim, max. € 150.000 per year Damage to used/rented venues Not insured € 75.000 per claim Objective Liability Not insured Insured when the event organiser is legally supposed to underwrite this coverage. Third Party Liability of your client Not insured Coverage on top of TPL-policy of client. If client has no TPL coverage, a deductible of € 50.000 per claim will be applied. Legal assistance € 25.000 € 50.000
  • 47.
    Plus a checklist& rationale Event Cancellations Insurance Policy Algemene gegevens Organisator + E-mailadres: Opdrachtgever: Naam Evenement: Aantal deelnemers / Bezoekers: Locatie en land: Omschrijving event: Duur in aantal dagen: Begindatum event: Te verzekeren bedrag Productiebudget (totaal factuur aan uw klant) in Euro : Andere bepalingen Dient er inkomstgeld te worden betaald door het publiek? Ja / Neen Gaat het door U ingerichte evenement geheel of gedeeltelijk door in openlucht? Ja / Neen Aanwezigheid van tenten / circustenten / opblaasbare hallen? Indien ja, gaat het evenement door op minder dan 5 km van de kust ? Ja / Neen Ja / Neen Wordt er vuurwerk voorzien? Ja / Neen
  • 48.
    • Based onthe input of our new President and our Board Members • What are our current and future challenges? • And how to prepare for them! Vision Memo 2020/2024
  • 49.
    Let’s raise ourvoice inside & outside. 1. Strengthen our business consulting skills. 2. Better quality education inflow. 3. Stimulating collaborations between agencies. 4. Accelerate diversity in agencies. Four battle fields for transformation:
  • 50.
    Strengthen our BusinessConsulting Skills • To guide creative agencies in their transformation into Creative Consultancy Agencies • 10 full-day sessions + Hackaton in Feb/Jun 2021 • For CEO’s + SD’s: n=26
  • 51.
    Training & integratingbetter qualified school leavers Goal: offer more relevant education (business, technology, …). • Bachelor, master, post-graduates, … with a focus on commercial and strategic profiles • Target groups: high-school and university governors, teaching staff, students, press, … • Whyte steers an action plan: • Taskforce defined issues and set objectives • Surveys to agency managers & youngsters to define needs & gaps • 3 World Cafés (2FL/1FR with 12 Universities & Colleges + agency representatives) • Next: ACC Whitepaper for the entire educational sector Better quality education
  • 52.
    A plan toconnect complementary ACC agencies • Goal: explore eco-systems & alliances among agencies from different disciplines • We are developing a MatchMaking Engine, based on: • Complementarity in agency services • Similarity in values and agency culture • It will serve as an online tool and as a date-generator for networking event(s) • Timing: May 21 for the tool; Q3 2021 for the networking event Stimulating internal collaboration
  • 53.
    Looking for complementaryagencies: • Competences • Open for Collaboration on which disciplines • Collaboration Modus (lead, eco-system, executor,…) Comparable or opposite structure/culture?: • Staffing • Local or Adaptation Work • Client Portfolio (B2B, B2C,…) • Mother tongue • Ownership • Reputation • Best known for … • Personality Traits Collecting data for Match Making Engine
  • 54.
    A plan toclose the diversity-gap in our sector • Goal: to assure that our consumer insights cover the entire population • Problem setting: • We have no clue of the (media) consumption & values of a growing part of our population • Only 4% of our talent has an ethnic/migration background • Lack of esteem for our profession and absence of role models are main barriers to join us • Our plan: to connect people with migration background and agencies via ASATT • Immersion Day for agency managers and A Seat At The Table: • Four Roadshows for 100 youngsters @ 12 agencies in Antwerp, Brussels (2x) and Ghent • Followed by selective invitations for ACC & participating agencies’ trainings & events • Timing: preparation Q4 2020; field Q3 2021 (after Corona) Accelerating Diversity in our sector
  • 55.
  • 56.
  • 57.
    • What: ACCcoordinates all applications from schools wanting to visit an agency: +/- 40 groups, mainly ATL & digital agencies • Target: last year students marketing & communication • When: All year through, depending on availabilities agencies • Was extended to Event Marketing and Content Marketing We organize Open door Days
  • 58.
    • Purpose: toensure students to prepare in the best way for a job in the creative industry • In the Toolkit, we offer: • A charter with 9 criteria and guidelines (incl NDA template) • A checklist with criteria for a good internship and guidelines • A Certificate with logos ACC and agency We offer Internship Toolkits & Certificates Criteria for ACCredited Internships Checklist *Mandatory 1. Profile domain* The intern should belong to a job profile domain within Marketing Communications: Advertising, Event management, PR, Brand Activation, Content Marketing and Digital: 2. Development plan* The intern and the agency should draft a development plan with details about the internship. 3. Content* The content of the internship should include relevant tasks from the job profile domain, real client cases and exposure to the other job profile domains within the agency. 4. Mentoring* The intern should have both a school and an agency mentor, responsible for following up the intern’s progress. 5. Duration & Workload A minimum duration of 10 weeks is recommended within a standard 38 hour per week workload. 6. Recognition The intern should be encouraged to pitch his/her own ideas, work on their execution and be acknowledged for them thereafter. 7. Legal requirements* Interns should work under a standard internship agreement, stating legal rights and obligations. 8. Reimbursement of expenses ACCredited internships are unpaid, but reimbursement of costs is recommended. 9. Evaluation* The interns should be evaluated by both mentors, according to predefined criteria. Overview of responsibilities School Agency Provide job profile curriculum Provide knowledge and experience for the different job profiles Assign a school internship mentor Assign an agency internship mentor Participate in drafting the development plan Participate in drafting the development plan Implement a minimum internship length Organise a 30 min per week 121 meeting Provide a standard legal internship agreement Assign real client case tasks to the intern Provide insurance coverage Ensure recognition where appropriate Facilitate a final evaluation Provide reimbursement of expenses Provide a final evaluation
  • 59.
    We give guidanceto jobseekers
  • 61.
     Would-be Dentistbecomes Account Manager  Journalist becomes Strategic Planner  Astronaut becomes Data analyst  Footballplayer becomes Growthhacker Some more examples:
  • 62.
    • All ACCmembers can put job offers on our site for free • For full time or part time jobs, freelancers or internships • For jobs in Client Service, Creative, Strategic or Technology departments We offer a free Job Corner on our website
  • 63.
    Keeping talent aboardvia ACC Talent Bank
  • 64.
    We organize speeddating sessions
  • 65.
    Art Students &CD’s date @ CDate Night
  • 66.
    Marketing students &CEO’s date @ The Hunt
  • 67.
    • Need fornew talent at event agencies • 8 schools select 8 top candidates each • 10 event agency managers screen students • Candidates send cv and present themselves during a 1 min live ‘elevator’ pitch • Group assignment on real briefing + presentation • Speeddating with agency ceo’s + networking • Selection of Top Talents: agencies offer internships or interviews for job recruitment • Iaw VBO/FEB “Young Talent in Action” Young Event Talent Day
  • 68.
    Students and agencymanagers at YET Day
  • 69.
    YOUNGDOGS: pitch sessionsfor Young Creatives 6 pitches per year Real clients - real briefs Creatives under 28yo (both working & studying) Two weeks to work on brief Ideas are judged by 2 or 3 Belgian CD’s & client Winners get ticket to Cannes
  • 70.
    • A dating-sitefor young creatives looking for a partner • 30% of young creatives are looking for a creative partner • Admates is free of charge, sponsored by MM & ACC • Admates features ‘Bros&Sis’: experienced creative advisors • www.admates.online ADMATES by YoungDogs, MM & ACC
  • 71.
    • There isa strong demand for more/better freelancers • More disciplines, more variation jrs vs srs, even internships • There is a big need for a performant platform to display offer freelancers • Informative, re-active, transparent • ACC has a partnership with The Maffia • They address our needs and offer rebates to ACC members: • Diversification of profiles • Transparent price model and rebates for ACC members • €55 rebate on finders’ fee < 1 month • €1.000 rebate on finders’ fee > 1year We professionalized the Freelance offer
  • 72.
    • What: ahelpdesk with a lawyer company, specialized in marketing & communication • How much: €185/question/90 mins or, if complicated they will send a quote upfront • When: available at all times We offer a Legal Helpdesk with AdaStoneLaw
  • 73.
    • Reclame voorelk medium (internet, TV, radio, cinema, outdoor, pers, etc.), promotionele verkooptechnieken en handelspraktijken • Sponsoring, merchandising, events, wedstrijden en tombola’s • Eerbied voor het privéleven en bescherming van persoonsgegevens • Prijsreglementering • Verpakking en etikettering • Commerciële communicatie betreffende specifieke producten en gericht op gevoelige doelgroepen (tabak, alcohol, medicamenten, kinderen) • Elektronische handel • Auteursrecht, merkenrecht, tekeningen en modellen, recht op afbeelding • Juridische aspecten van PR-opdrachten • Reclametechnieken, product placement, teasing • Algemene contractuele beginselen uit de reclamesector • Algemeen advies over de Tax Shelter Typical questions for the Legal Line
  • 74.
    • What: advicefrom a lawyer company, specialized in tax law • How much: standard tax/juridical questions at a flat rate of €185. For more complex matters, you will receive a quote • When: available at all times Tax advice from Lauwers & Seutin
  • 75.
    • A goodbriefing is key for a strong campaign • ACC & UBA developed briefing templates for • Integrated campaigns • Event Marketing campaigns • Content Marketing campaigns • Public & Influencer Relations • Combined with MasterClasses @UBA Briefing Templates, by ACC and UBA
  • 76.
  • 77.
    • 4th You& Corona Survey in Q1/21 • Extra questions on: • Issues with resilience @work • Homeworking issues: impact on extra benefits mobility and home office • Who looked for extra funding or took a loan? • 86 agency (groups) participated • Survey “Employees & Corona” in Q1/21 • To check on homeworking and resilience • 675 employees from 77 agencies participated • Agencies >3 employees got their own report Monitoring the Corona-impact to our sector
  • 78.
  • 79.
    Including Hourly Rates(New: also for freelancers)
  • 80.
  • 81.
  • 82.
    • A survey,called Custometer • Conducted by Insites • Measures online & offline content • Provides feedback on readership • Measures effect on brand perception We offer Content measurement tools
  • 83.
  • 84.
    • The TripAdvisor for trainings, courses and events in our sector: • ACC initiated, ACC hosted or ACC endorsed • For members/non members; interns/jrs/srs/all • For Account Mnt, Creative-, Financial-, Mnt-, Personal-, strategic- and Techology Skills The Brainery: our platform for trainings
  • 86.
  • 87.
    New Revenue Modelsfor Agencies
  • 88.
    • In partnershipwith PitchPoint, UBA and inspired by IPA • We will publish a paper with all existing remuneration modes • We will instruct agencies how to move towards more sophisticated – value based – remuneration modes • We will establish a benchmark via a survey and we will measure evolution on a regular basis Followed by Taskforce ‘Pricing for Success”
  • 89.
    Input Essentials of thePricing for Success model
  • 90.
  • 91.
  • 92.
  • 93.
    Adapting to thenew normal How to present online
  • 94.
    Adapting to thenew normal Time Management
  • 95.
    Adapting to thenew normal Stress Management & Resilience
  • 96.
    Creative Strategy Night(APG UK Winners)
  • 97.
    1st HYPRE Cyclefor PR Executives
  • 98.
    1st European EditionContent Marketing World
  • 99.
    8th HYPE Cyclefor Strategic Planners
  • 100.
    1st FAME Cyclefor Account Managers
  • 102.
  • 103.
    Free Partner Sessions •25/06: Data-driven advertising (by Mediahuis) • 02/07: Multilingual communication (by ELAN) • 09/07: Optimising client relationships (by Pitchpoint) • 27/08: Managing your tax administration during a global health crisis? (by Lauwers & Seutin) • 10/09: Corona and its legal impact (by KOAN) • 17/09: Communication skills (by ELAN)
  • 104.
    Free Brainery Sessions •Beyond Brands by Tom Van Den Bergh/RCA – 12/11 • Collaboration between brand & performance mktng by Sofie Verstreken/BBDO – 19/11 • Content Mktng for adv. & full service agencies by Pieter Vereertbrugghen/Cypres – 26/11 • TikTok, an untapped opportunity by Rob Van Alphen (School of Disruption) – 03/12 • Communities Decoded by Dennis Claus (Supermachine) – 10/12
  • 108.
    What: online learningprograms w/ exam Foundation Certificate: young accounts/ strategic planners Effectiveness Essentials Certificate: accounts/ strategic planners Advanced Certificate in Effectiveness: high potential agency leaders Online Learning Certificates iaw IPA UK
  • 109.
  • 110.
    • At APHogeschool Antwerp • Supported by ACC/Custo • For students & professionals • Benefits for ACC members Content Mktng: Postgraduate Content Mktng
  • 111.
    • A practicalguide for clients and agencies • Outlines do’s and don’ts when working with several agencies in order to avoid chaos, frictions and jealousy • In combination with learnings from Masterclass with ACC, UBA and EACA A manual for Multi Agency Relationships
  • 112.
    • To educatethe market on new #InfluencerGuidelines • Completed with training on IP and GDPR for Social Media • In association with KOAN & JEP • Free session on Nov 2018, next Nov 2019 PR: Masterclass new Influencer Guidelines
  • 113.
    • Tailor madefor acc members iaw Talent Lab • Provides a recognized Certificate Prevention Advisor Level 3 • Dutch spoken; 5 working days: 19, 20, 21, 26, 27/11 • ACC members can ‘earn’ 240€: cost = 1.000€, but subsidized by KMO Portefeuille Sectorfonds & Betaald Educatief Verlof • Next session in 2021; 3 participants so far >< we need 6 Events: A 5 day workshop ‘Prevention Advisor’
  • 114.
    Exchange sessions withUBA Expert Communities: 1. “Excellence in B2B CM for the EC B2B – Feb 22 – by Bart L and Koen DN 2. “Video & SEO? So different, yet so complimentary” – June 4 – by Sam B (SB) & Floris L (HH) 3. “Learnings from Cleveland” – 17 Oct – Koen D 4. “How to create a powerful content hub?” – Jan ‘19 – by Hans DL + Intracto + MM and by Air + BMW + Newsmaster 5. “8 Rules for groundbreaking native advertising” – March ‘19– by Bart L & Pieter V 6. “How to re-brand/re-position successfully through CM” – TBC– by Olivier VdS Training sessions for UBA Academy (always from 13.30 to 17.00): 1. “How to apply CM techniques in Internal Communication?” – 12 Sept – Michel L & Karen 2. “Social Media & Content Marketing” – 22 Oct – Tom B 3. “ROI & Content Marketing Reporting”– 10 Dec – Pieter V & Michel L 4. Client Briefing Content Marketing – 22 Oct ‘19 – Jef DB We offer trainings on content marketing @UBA
  • 115.
  • 116.
  • 117.
    • Belgian Jurymembers in Cannes present the hottest cases and their experiences • Targeted to young people who couldn’t attend Cannes • But like to party as in Cannes • Edition 8: canceled due to corona St-Canneke: straight from Cannes Festival
  • 118.
    A New Platform:bestofawards.be
  • 120.
    Combining the Bestof Activation Awards …
  • 121.
    with the Bestof Event Awards, …
  • 122.
    and the Bestof Content Awards
  • 123.
    • To promoteCreative Thinking, not just effectiveness • For strategy with strongest transformational impact • Chosen by ACC members of the Effie Jury • Handed out at the Effie’s Initiator of the Strategic Shift Awards @Effies
  • 124.
    Partner Media MarketingAGENCY OF THE YEAR
  • 125.
    Partner BAM MARKETINGLEADERSHIP Awards
  • 126.
  • 127.
    • Sign in:www.accbelgium.be => About us => Newsletter • Overview of ACC initiated projects • Links to subscription- or download pages A monthly Newsletter
  • 128.
  • 129.
  • 130.
    Follow us onSocial Media
  • 131.
    Follow us onSocial Media
  • 133.
  • 134.
  • 135.
    HOW TO BECOMEA MEMBER?
  • 136.
    Submit a filewith the following elements: Signed ACC Charter with declaration regarding bankruptcy, RSZ, VAT, rejection bribery, adherence to conventions JEP, … Last years’ balance sheet CV ceo + 2 references of clients/suppliers/ceo’s other agencies ‘Peer’ check among existing members of main discipline Possible issues will be handled by Ethical Committee Measures in case of disloyal Members: Abuses can be reported at ‘Red Line’ Issues will be handled by Ethical Committee How to become an ACC member?
  • 137.
    Fees are basedon last year’s gross margin
  • 138.
  • 139.
    FEEL FREE TOADD, STEEL, COPY, ADAPT, CHANGE, IMPROVE, …
  • 140.
    BUT PLEASE, DOIT WITH RESPECT AND COMMON SENSE
  • 141.