INDUSTRY GUIDELINES
The Industry Guidelines below offer guidance to agencies and their staff to meeting high quality standards in the work they produce and in the work place. When clicking on the topic of interest, a drop down will appear where you can download the relevant document and a brief explanation of the content.
The adherence to high ethical principles is a requirement for any business sector today. As the representative body for the advertising and commercial communications sector in Europe, it is EACA's task to ensure that member companies have clear guidance on the ethical standards that we set for ourselves and that our stakeholders fully understand our commitments to the highest standards of performance.
EACA Green Office Guide
Some companies decide to go green to save money. Some do it to reassure clients, or because clients are expanding their corporate responsibility to include their whole supply-chain – including marketing suppliers. Some do it because their employees insist. Whatever their motives, many corporations - and a growing number of public sector agencies - now build environmental, community and ethical priorities into their strategies and operations. Think global they say and act local. Here’s how.
This document provides guidelines for both parties, the agency and the client, on how to organise, conduct and conclude a pitch process leading to a new client-agency relationship. These are guidelines - not rules. They will hopefully provide helpful advice, both regarding the general principles and on points of detail. Although this paper was prepared with multi-country assignments in mind, it should also be useful as a roadmap where the pitch is in just one country, especially where no existing guidelines and procedures have been developed and approved by that country’s national association. In situations where national guidelines exist, these should naturally be respected and followed.
The Sarbanes-Oxley Act was passed in the US in 2002, having been drawn up following a number of high profile accounting scandals, such as Enron, that seriously dented investor confidence.
EACA guidelines for agencies on the portrayal of disabilities in advertising, to encourage advertisers and their agencies to cast people with disabilities more frequently in commercials and to help them to understand the sensitivities involved.
The Transfer of Undertakings report lays down rules on the protection of employees in the case of mergers, acquisitions and takeover of undertakings. Although this stems from highly laudable intentions, the resulting directive has been drafted in such a broad way that it must be read in conjunction with a large body of case-law and the relevant national legislation.
Guide to choosing and using a media audior
The media spend of any advertiser company is typically one of its highest outgoings and it is for this reason that most companies wish to assess this spend regularly to ensure that maximum efficiency is being achieved.
Selecting a media agency
Whatever their size and experience, advertisers strive for quality, performance and productivity in all disciplines; and media strategy/media buying are no exception.
Crowdfunding Guide for Media Professionals
The Future Media Lab., in cooperation with the European Crowdfunding Network and the European Magazine Media Association, has published a “Crowdfunding Guide for Media Professionals” to serve as an introduction to how crowdfunding works and how it can be applied within the media industry.
There have been industry wide calls to improve the quality of digital ad inventory and develop more robust digital measurement techniques. This is considered a vital step towards delivering more ‘realistic’ brand exposure metrics. More accurate and consistent viewability measurement will help to establish a more reliable digital ‘opportunity-to-see’, supporting the need for enhanced comparability with TV and progress towards digital ‘gross rating points’. In turn, the two primary objectives of this initiative are:
- to help significantly reduce data discrepancies (and ensure results are comparable) between different viewability measurement tools across the whole region.
- to develop a European Viewability Certification Framework to ensure the companies owning the viewability tools are meeting the agreed set of measurement standards outlined within the European Viewability Measurement Principles.
Read more about the European Viewability Initiative here.
