Welcome to EACA Annual Report
New Vision, new Mission, new Objectives - 2018 has been a year where we adapted to our members' evolving needs.
Director General, EACA
«2018 has been a great year in which the EACA team, together with its Members, Councils and President, have embraced the association’s new vision, mission statement and objectives for the years to come. The support has been extraordinary and I would like to thank each of you for believing in what we do and what we offer.
Key focus has been on the General Data Protection Regulation (GDPR) which became enforceable in May 2018. It was clear that this complex piece of regulation will impose new rules on how personal data is to be handled and what internal procedures must be in place to ensure compliance. EACA’s team in cooperation with our industry partners secured the most positive result possible for the commercial communications sector. In the final months leading up to the adoption of the GDPR, EACA has published the GDPR Guidelines: What Agencies should know about the GDPR and organised a GDPR webinar to make sure agencies will be on top of the game. Furthermore, to ensure that agencies comply with GDPR when processing personal data, EACA has been involved by providing input to the Transparency and Consent Framework and its governance.
Looking at 2019, EACA gets ready to face a new wave of challenges such as Brexit and the upcoming European Elections in May. The next few months will demonstrate that us working closely together is what our industry needs to thrive.»
«We are in a time of enormous changes – political, social and technological – in society and in our industry, and it is crucial for our sector to raise our game, collectively, to further strengthen consumers’ trust in advertising and to address the growing demand for digital skills in the commercial communications sector. As technology develops and clients’ & consumers’ expectations change, we must work together to improve the marketplace and to continue to lead as one of the best self-regulated industries. To do so, EACA’s team has worked hard to champion agencies’ interests towards legislators, politicians and the advertising ecosystem. Explaining the importance of, and encouraging members to sign, the voluntary industry code on disinformation or to implement the principles of the ‘Follow the Money’ Memorandum of Understanding are good examples which showcase how agencies want to proactively cooperate with other key stakeholders and positively shape the industry.
EACA has also addressed some of the key challenges to our industry: the development of the European Viewability Initiative to ensure best practice standards and guidelines are applied, the support and promotion of Your Online Choices to foster transparency in the online advertising environment. It has also joined the Unstereotype Alliance to strengthen responsible advertising standards including the prevention of gender stereotypes.
These are just some of the initiatives we have focussed on and you can read more about our 2018 achievements in the report below. Thank you to all our members and other stakeholders for their support in 2018 and we look forward to many exciting opportunities as we move into 2019.»
We want to be the most effective and influential force in the communication industry across Europe.
In our advocacy efforts, we therefore strive to:
- Achieve or maintain a regulatory framework that fosters creativity and innovation for communication agencies
- Balance the bargaining powers among different actors of the advertising ecosystem and ensure transparency and fairness around business dealings
- Support, promote and uphold the advertising self-regulatory framework
- Promote and ensure the further existence of advertising-funded business models
- Foster good cooperation with existing and new partners and stakeholders.
To do that, in 2018, EACA had
EU Lobbying Files
We run two advertising awards annually: the Euro Effie Awards for effectiveness and the IMC European Awards for promotional marketing. In 2018, both have enjoyed a significant rise in the quality of entries.
Senior Vice President Marketing at Visa, Jury Chair 2018
“I was honoured to chair the Euro Effie Awards this year. An effectiveness award is in my view the most important recognition that a marketing campaign can aspire to get, as it values the most important role of our work: the ability to drive tangible outcomes for the business.”
Have a look at 2018’s Grand Prix winning case for Visit Flanders!
Congratulations to Ogilvy on winning the Agency of the Year Award!
In 2018, for the first time, we organised a Euro Effie Forum, a flagship event conceived to further champion marketing effectiveness as well as to help promote and inculcate the effectiveness culture within clients and agencies. The Forum was a success and has proven that there’s a demand for Effie workshops to bring to life the learnings for the attendees on how to develop a great winning Effie case by taking them through the background issue, objectives, strategy and of course results.
Above, Matt Gladstone, Strategy Partner at Grey London, presenting ‘Learnings from Grey on how to win an Effie’.
Harjot Singh, Chief Strategy Officer EMEA at McCann Worldgroup chairing the UnCanned panels.
For the second consecutive year, EACA has supported the Effectiveness UnCanned, which has become part of the official CannesLions programme. This half-day event unites agency leaders and global marketers to explore creative ideas that fundamentally drive business performance. Last June they discussed how to develop creative ideas that are in-line with commercial strategy and shared examples of how to unlock the commercial value of creativity.
Europe’s best promotional marketing campaigns were chosen in September! 62 winners, representing 29 agencies from 7 countries, were selected by a jury panel made up of 40 leading industry professionals across Europe.
Take a look at one of the big winners of this year, Guns or Knives with their campaign “A Song for the City” which won 3 Golds, 1 Silver and was awarded the Grand Prix.
Providing agencies with knowledge and guidance
Every three months, EACA publishes a European Advertising Climate Index, which allows comparisons among different EU countries’ business cycles and their development over time.
You can now find studies, reports or thought leadership pieces on EACA’s website. This will make your search for the most relevant studies much faster and more fruitful. All content is searchable by topic. Dive in.
Inspire! by eaca is a single European hub with education and training opportunities for all stakeholders in the communications industry that aims to raise industry standards, develop talent and boost dialogue and cooperation.
This year, the EACA International Advertising Summer School 2018 took place in Vienna, Austria. The summer school gathered 35 young professionals and 17 students in the field of commercial communications to work on a campaign for Alfa Romeo whilst following interactive workshops throughout the week.
The European Advertising Certificate (EAC) offers the perfect opportunity for young professionals to learn about the core principles of the advertising industry. This year, over 220 professionals from across Europe took the exam continuing the success of previous years with 97% of delegates achieving passes. This year also marks an exceptional high number of participants achieving passes with Distinction (14%), followed by passed with credit (39%) and passed (44%).
The EACA Academy offers a wide range of seminars and workshops tailored to agency needs:
The EACA International Advertising Summer School has won Gold at the 2018 European Association Awards for Best Association Training Initiative during the annual award show in Brussels.
EACA’s educational institute, edcom, is composed of 55 members from 19 countries. The institute aims to bridge the gap between academia and the industry by organising student competitions, encouraging the sharing of knowledge and the exchange of students and academic staff.
Students in the field of commercial communications have been challenged to create a campaign for Amnesty International to increase awareness of the ongoing refugee crisis in Europe. This year saw a record-breaking number of 107 team registrations and 90 campaign submissions.
These series presented six typical job roles for young professionals in the advertising industry. The aim of the podcasts was to give students and graduates a better insight into the existing jobs in the industry and their daily tasks. The podcast series reached hundreds of listeners across Europe.