ACC_Credentials_05.22.pptx

1. Our mission and an overview of our tools & services
May 2022
How can ACC help you?

2. POWERFUL COMMUNICATION IS NO
LONGER THE PREROGATIVE OF
TRADITIONAL ADVERTISING AGENCIES
ACC was founded in 1976 as ‘KRAB/CACP’

3. Which is why the
Association of Communication Companies
opened up to all creative agencies
Advertising – Activation – Branding & Design - Content - Digital – Events – PR & Influencer

4. Our 177 members & their roots

5. What do we
‘creative agencies’
stand for?

6. 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?

7. What is our Uniqueness:
Having creatives and thinkers under one roof

8. ACC’s mission:
… is to upgrade,
promote and defend
the added value of our
members towards
(future) employees,
clients, authorities, press
& public

9. TO UNITE AND EMPOWER ALL
COMMUNICATION AGENCIES IN THEIR
INDIVIDUAL INTERESTS AND COLLECTIVE
AMBITIONS
ACC’s purpose:

10. • A mini-soccer tournament with up to 12 agencies
• Reflecting our core values of collegiality and fair-play
Belgian Agency League – by ACC

11. How do we work?

12. We have a small team of dedicated people
Ruzan Khachatryan/Talent Mgr
Robin Mosch/Community Mgr
Victor Buisseret/Sustainability Mgr
Johan Vandepoel/General Mgr
Stéphanie Vazquez/Office Mgr

13. But a very committed Board of Directors
Marc Fauconnier
Fauconnier Selfslags
Eva Devos
Publicis Groupe
Gilles V Lembergen
Head Office
Karen Corrigan
Happiness
Kris Govaerts
TBWA Group
Petra De Roos
LDV United
Bart De Waele
Duke & Grace
Myra Nurski
MMBSY
Olivier De Decker
iO
Isabelle De Schryver
The Oval Office
Bert Knuts
Event Masters
Evelyne De Ridder
Whyte Corp Affairs

14. 7 Cross disciplinary Expert Centers:
• Legal & Finance
• Sector Challenges, former EC Advertising
• Strategic Planning aka APG Belgium
• Sustainability NEW
• Young Accounts
• Young Dogs
• Young Talent NEW
5 Competence based Expert Centers:
• Branding & Design NEW
• Content Marketing aka Custo
• Digital Marketing
• Event Marketing + Hub Brand Activation + Hub Teambuilding NEW
• Public & Influencer Relations
Plus a huge team of volunteers

15. • 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’
Who does what?

16. What do we do for you?

17. • We Regulate
• We Stimulate
• We Investigate
• We Educate
• We Celebrate
• We Communicate
We have 6 priorities:

18. 1. WE REGULATE

19. Code of self-discipline & Ethical Committee

20. • 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

21. • 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

22. • 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’

23. • 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

24. • 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

25. • 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

26. • 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

27. 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

28. • A service agreement template
• To streamline agreements between agencies
and influencers
• And to guarantee respect for the Influencer
Guidelines
Contract Template for Agencies/Influencers

29. • 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

30. Specific initiatives for the Event agencies:

32. 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

33. Open Letter to respect 30d Payment Terms,
endorsed by UBA
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.

34. Educating the event sector post Covid

35. • Different interpretations taks levels on catering (2020)
• Different interpretations on taks deductibility (2021)
We set things straight regarding taks audits

36. • 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

37. • 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”)

38. • 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

39. 2. WE STIMULATE

40. Strengthen our business consulting skills
 Via Solvay Creative Consultancy Program
Better quality education inflow
 Via Whitepaper, EC Young Talent, School Corner
Stimulating collaborations between agencies
 Via ACC MatchMaker Engine
Accelerate diversity in agencies
 Via Immersion Day & Roadshows w/ ASATT
Become a leading force in ESG
 Via creation Expert Center Sustainability
The Board’s agenda:

41. I. Strengthen our Business Consulting Skills
-
Solvay Creative consultancy Program 2.0

42. • 2nd Creative Consultancy Program with Solvay
• 25 CEO’s and their SD’s
• Base Track & Advanced Track: each 4 days training + Hackaton
• 3rd edition Base Track starts in September 22
1. Strenghten our business consulting
skills

44. II. Better Quality Education
-
A 3 step approach

45. 1. Survey with agency managers to precise issues,
needs & gaps
2. Reality check with youngsters, working in
agencies
3. World Cafés (2FL/1FR) with professors and head
of departments from12 Universities & Colleges +
17 senior agency representatives
Step 1: Define issue via research

46. • Summarizes the conclusions of the WorldCafés
• Recommends actions for schools, agencies & graduates
• Three basic recommendations:
1. Go for T-Shaped profiles
2. Promote the sector
3. Tips to grow talent
Step 2: Whitepaper with recommendations

51. • A new - hybrid – Expert Center with school representatives and
agency people with focus on talent/HR managers
• 17 participating schools and 12 agencies
• The EC will meet 4x/year to discuss issues & opportunities
• Initiatives will be taken by small task forces
• First initiative:
Step 3: Creation EC Young Talent

52. • A platform that connects agencies & schools
• The “School Corner” will serve as a platform to arrange:
1. Agency visits: ACC Open door days
2. Internships: agencies provide vacancies, interns can send applications
3. Speeddating sessions: CDate Night, The Hunt, YET Day, school connection days, …
4. Training packages: such as Content Marketing basics
5. Guest spreakers: overview current & potential speakers from agencies
6. Finding a Job: inspiration for jobs in the creative sector + link to Job Corner
Launch School Corner 09/22

66. GET INSPIRED GET A JOB

67. DISCOVER ALL JOB OPTIONS DISCOVER 25 TESTIMONIALS

68. 25 testimonials from agency people

70. FIND A JOB IN A
CREATIVE AGENCY
FIND A JOB IN A
MEDIA AGENCY
FIND A JOB IN THE MEDIA OR
IN A MEDIA SALESHOUSE

73. We create traffic to the Job Corner

74. 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

75. III. Stimulating Collaboration
between agencies
-
ACC’s Match Making Engine

76. A plan to connect complementary ACC agencies
• Goal: explore eco-systems & alliances among agencies from different disciplines
• We created a Tinder-like MatchMaker Engine
• The MatchMaker Engine is based on:
• Complementarity in agency services
• Similarity in values and agency culture
3. Stimulating internal collaboration

77. 72 agencies logged in & started matching
Step 1:
Step 2: Step 3:
Step 4:

78. IV. Accelerate Diversity Equity Inclusion
-
Partnership ASATT
Partnership UBA/WFA

79. The Global
DEI
Census
Belgium market report

80. Belgium scores highest on Inclusion Index
Company sense of belonging + Absence of Discrimination – Presence of Negative Behaviour

81. Yet, we lag behind on ”our company is taking actions to
be more diverse and inclusive”
Belgium: 47%

82. A ‘Quick Win’: D&I Guide for Creative Process
Including a self-scan

84. • 15 to 20 youngsters with migration background
• Experience agency life at three agencies in 1 day
• Co-create campaign for Responsible Young Drivers
• From Client Brief to Creative Brief @Publicis Groupe
• From Creative Brief to Conceptual Creation @mortierbrigade
• From radio script to radio commercial @TBWA
• Youngsters would’ve been added to ACC db and invited for Brainery
trainings and ACC & agency events
First Roadshow on Wednesday 11/05

85. For +/- 20 ACC agency managers
“One day in the life of…”
Tour in Molenbeek with ASATT community
Purpose is to learn what is needed to turn their agency into an inclusive
environment for talent with magration background
On the planning for June 2022
Immersion Day with ASATT

86. V. Our role regarding Sustainability

87. Promote & Regulate messaging towards
a better and more sustainable consumer behaviour.
What is our engagement?
But before getting there, we need to educate the industry

88. We launched the CommToZero.be coalition
Communicatie
Centrum/Centre
de la Comm
UBA
BAM
BMM
A
BA
BM
ACC
UMA
VIA
WEMEDIA
AEA
LaPresse.be
Vl Nieuwsmedia
BCBP
BPOST
DMA
C2 E-C

89. ZeroGreenwashing
ZeroCarbon
The initiative
Thegoal
Thepartners
Climate change
Greenwashing guidelines
Best practices
Business cases
Trainings
In-houseefforts
Channelplanning
People impact
Structure
Campaign Production

90. Learnings
• About CommToZero
• Role of the communication in
the sustainability transition
• About the self-regulation
• The action plan
• How carbon emissions are
calculated
• Scope 1,2,3 who does what?
• The steps to calculating
campaign carbon footprint
• Examples for calulations of
small and large camapaigns
• Ideas to start reducing your
organisations carbon footprint
• Examples/Business cases of
greenwashing
• How to report greenwashing
• Success stories on
greenwashing
Tools
Trainings
Certificates
• In-house production
• Production Campaign
neutraliser
• Media Campaign Calculator
• Event Calclutor
• History of climate change
• Role of advertising
• Role of events
• Role of media
• Climate change basics
• Changing the way we work
• Sustainable behaviour change
• Key policies
• How to adopt the new policies
• Tips & tricks
• The essentials of greenwashing
• Rules and regulations about
greenwashing
• The short/long terms effect of
greenwashing (credibility deficit)
• Coaching
• Q&A
• Video sets for use of tools
• Hotline
• Carbon neutral
company/agency
• Responsible production in:
• Video
• Print
• Audio
• Digital
• Events
• Responsilbe media in:
• Digital online & mobile split
• Digital & social
• Digital view time
• OOH Power consumption
• Printed OOH paper use

94. A new Pricing Methodology

95. • In partnership with PitchPoint, UBA and inspired by IPA
• We published a paper with all existing remuneration modes
• We will instruct agencies and clients how to move towards more
sophisticated – value based – remuneration modes
• Via the UBA Academy 24/7
• Via the ACC Brainery
Educate on “Remunerating for Success”

100. 3. WE INVESTIGATE

101. • 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

102. COLLAB: a Client/Agency evaluation tool
3 dimensions
•EXPERTISE
competence & skills for an effective relationshi
•PROCESS
efficiency of the relationship
•ATTITUDE
general ‘chemistry’ and value matching

103. A standardized Belgian benchmark
Based on 650
interviews so far

104. Salary & Hourly Rates survey

105. Including overview extra benefits

106. Incl. Hourly Rates employees & Daily Rates freelancers

107. Including Age, Gender and Origin

108. • 68 agencies participated
• 1/3 maintains rates 21
• 1/3 increases up to 2,5%
• 1/3 increases up to 5%
• Only 3 increase with +5%
• Large discrepancies per discipline:
• AE overall: €96
• AE CM: €91
• AE DM: €112
• AE EM: €72
• AE FS: €98
• AE PR: €118
Quick survey in light of indexations ‘22

109. Profitability Survey: checking your KPI’s

110. • 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

111. 4. WE EDUCATE

112. • 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

114. Upcoming Brainery Trainings

119. Starts 01/06/22
Mini cycle with 2 half day sessions

120. NEW
Media Essentials Cycle w/ 3 sessions
Online, offline, inhome media
Starts 07/09/22

121. Cycle with 8 hard & soft skills sessions
Starts 14/09/22

122. Starts 13/10/22
Cycle with 4 half day sessions

123. Online IPA course for jr accounts

124. • Exclusive evening session for agency managers
• Keynote speakers about their agency model:
• Pieter Janssens on iO (former Intracto + 20 other agencies)
• Gert Pauwels on Kunstmaan Accenture Interactive => Accenture Song
• Karen Corrigan on Happiness to WELOVEHAPPINESS
• On June 13th (evening) at The Merode Business Club
• With networking, drinks & snacks
C-Forum “New Agency Models”

125. Some former Brainery Sessions

126. Free Account Bar: 28/04

128. EACA Chats

129. Interactive Pitch Webinar (2nd edition in Q3)

130. Pricing Creativity

132. 2nd European Edition Content Marketing World

133. Training for Strategic Planners

134. HYPRE Cycle for PR Executives

135. Free Young Account Bars

136. Free Young Account Bars

137. Legal Day with AdaStone

138. 5. WE CELEBRATE

139. • 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: Wednesday, June 29th
St-Canneke: Cannes at St Anneke plage

141. • To promote Creative Thinking, not just effectiveness
• For strategy with strongest transformational impact
• Chosen by ACC members Effie Jury
• Handed out at the Effie’s
Initiator of Strategy Excellence Award @Effies

142. Partner Media Marketing AGENCY OF THE YEAR

143. Partner BAM MARKETING LEADERSHIP Awards

144. A New Platform: bestofawards.be

145. Introducing Best of Reputation Awards in ‘22

146. Our dream: midweek of the CommCrafts

147. • 03/05 - 24/06: Call for case entries
• 24/06 - 25/07: Late case submission
• 02/08: Start online judging
• 13/09: Anouncement Shortlists
• w/o 03/10: Live Jury rounds
• 23/11: Awards Night in Antwerp
Planning Best Of Awards

148. Three Jury days:

149. LIVE presentations to different Juries

150. BEA/BOA/BOCA/BORA Award Ceremonies

151. The proud winners

157. 6. WE COMMUNICATE

158. • Sign in: www.accbelgium.be => About us => Newsletter
• Overview of ACC initiated projects
• Links to subscription- or download pages
A monthly Newsletter

159. An accurate website

160. Targeted mails & groups

161. Follow us on Social Media

162. An accurate ACC website

163. A paralel stream for our Custo members

172. Some ACC Partnerships

173. The Future Laboratory partnership (-€450)

179. • 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

180. • 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

181. • 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

182. HOW TO BECOME A MEMBER?

183. Submit a file with the following elements:
Signed ACC Charter with declaration regarding bankruptcy, RSZ, VAT, rejection bribery, adherence to conventions
JEP, …
A signed Income Declaration
‘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?

184. Fees are based on last year’s gross margin

185. THAT’S IT FOR NOW

186. FEEL FREE TO ADD, STEEL, COPY,
ADAPT, CHANGE, IMPROVE, …

187. BUT PLEASE, DO IT WITH RESPECT
AND COMMON SENSE

188. Thanks!