Charley Stoney: “Advertising is not a luxury, but a lever for economic growth”

Raad voor Reclame Chairman Marc Frederix regularly engages in discussions with leading voices in the industry. This time, his interviewee is 
Charley Stoney , CEO of the European Association of Advertising Agencies (EACA). She unequivocally advocates for continued investment in advertising, especially now that the economic outlook is uncertain.

Charley, the EACA recently issued a clear appeal to advertisers to continue investing in communications, even in turbulent times. What prompted this?

Charley Stoney: “The immediate impetus was the growing uncertainty surrounding international trade restrictions, particularly the tariff war launched by US President Donald Trump. As a sector, we wanted to make it clear that advertising isn’t a luxury, but a driving force behind growth. Advertising fosters freedom of choice, innovation, and market confidence. Especially in turbulent times, consumers need positive messages. Our analysis was clear: cutting back on communication is shortsighted. It’s precisely at times like these that brands need to make a difference.”

What can agencies do concretely to give consumers more confidence in difficult times?

Charley Stoney: “The pandemic has taught us that communication can truly make a difference. Campaigns focused on caring, connection, and proximity were incredibly empowering. In times of uncertainty, people don’t want grand visions, but human messages. Creative agencies play a key role in this. By telling local stories, close to the consumer’s world, they bring peace and perspective. Just as during the coronavirus pandemic, they can make a difference again now.”