European Association of Communications Agencies
The Brussels based European Association of Communications Agencies (EACA) represents advertising and media agencies and associations in Europe. EACA's stated aim is to raise "awareness of the contribution of advertising in a free market economy and to encourage close co-operation between agencies, advertisers and media in European advertising bodies". As a result, The EACA is a leading trade association for European commercial communications agencies.
- 1 History
- 2 Beyond Europe
- 3 Controversies
- 4 Membership structure
- 5 Affiliations
- 6 Partners
- 7 Board of directors 2015
- 8 Board of Directors 2009
- 9 References, Resources and Contact
EACA, formerly the European Association of Advertising Agencies, was founded in 1959.
The EACA is a founding member of a global communications network, in association with industry bodies in the US, Canada, Australia, New Zealand, Japan, South America and South Africa. The EACA has also signed co-operation agreements with leading communications organisations such as the World Advertising Research Centre (WARC), MayDream/AdForum and Ballester.
The EACA is also a founder member of the Advertising Education Forum (AEF).
The EACA and its members are active in promoting self-regulation in advertising. They claim to work closely with the European Commission in this respect.
This is controversial as the EACA's interests may differ from that of the European Commission and general public, as the EACA represents its members, many of whom are profit-making organisations. One recent controversy in Europe has been the restriction on cigarettes and tobacco advertising. According to the European Commission, "More than half a million people die every year in the European Union as a direct or indirect consequence of smoking. This makes nicotine addiction the most important avoidable cause of disease and premature death."
For this reason, tobacco industry advertising is heavily regulated worldwide. Most countries have some form of regulation restricting the advertising of tobacco and cigarettes. However, the EACA believe this should be self-regulated and countries should not have differing restrictions.
The EACA released this public statement on where they stand on this issue on their website. They said:
- The Communications Agency Industry fully recognizes society's right to restrict the sale and manufacture of products with potential harmful effects. However, it also distances itself from the current European debate singling out the existence of advertising of tobacco.
Another controversy with the EACA is Media Smart, a tool aimed at children to aid in recognising and interpreting advertising to ensure that adequate and informed choices are made. It is recognised by the EACA as an EU-wide initiative. In the UK, Media Smart says it is supporting this by "creating an exciting media literacy programme for primary school children in the UK." It is also supported by Dr. Henning von Vieregge, of the National Associations Council. He believes education of this sort is more useful than regulation of advertising to children. He says, "We should be expanding communication education making our children more media literate, starting in the Kindergarten. Media Smart, for example, is an initiative covering this very topic."
When backed by such a senior figure as Dr. Henning von Vieregge, the concept of Media Smart gains legitimacy. However, the company Media Smart is funded by the media industry and has its offices in two places according to the website and the registered address for the domain name. These addresses also house the Advertising Association and two major PR and marketing agencies, and its high profile supporter, Dr. Henning von Vieregge is quoted as having some controversial views in the same Schlott Publication. He believes, "Nowadays, children quickly learn how advertising works at an early age ... They do not need any special protection." In the wrong hands, Media Smart could be used to legitimise advertising to children. This could be seen in the junk food sector and other industries which have traditionally targeted children, as it claims that educated children can make informed choices through Media Smart.
The membership structure is divided into five councils in order to oversee particular areas of interest:
- The International Agencies' Council (IAC) - the 14 largest international agencies in Europe
- National Associations' Council (NAC) - the national agency associations in 29 European markets, including all EU markets
- The Media Agencies' Council (MAC) - 7 international media networks.
- Integrated Marketing Communications Council (IMCC) - 10 national associations of leading sales promotion agencies in Europe
- The Health Communications Council (HCC) - the key players in European Health communications.
As of September 2009, EACA's alliances are listed as:
- Advertising Association (AA) | Advertising Education Forum (AEF) | Commercial Television in Europe (ACT) | European Advertising Standards Alliance (EASA) | European Brands Association (AIM) | European Federation of Magazine Publishers (FAEP) | European Group of Television Advertising (EGTA) | European Newspaper Publishers' Association (ENPA)| European Publishers Council (EPC) | Federation of European Direct Marketing (FEDMA) | Federation of Outdoor Advertising (FEPE) | Global Advertising Lawyers Alliance (GALA) | International Advertising Association (IAA) | Toy Industries of Europe (TIE) | World Federation of Advertisers (WFA)
As of September 2009, EACA's partners are listed as:
- Advertising Federation of Australia (AFA)
- Associao Brasiliera de Agencias de Publicidade (ABAP) – Brazil
- Institute of Communication Agencies (ICA) – Canada
- Japan Advertising Agencies Association (JAAA)
- Communications Agencies Association of New Zealand Inc. (CAANZ)
- Association for Communication and Advertising (ACA) – South Africa
- American Association of Advertising Agencies (AAAA)
Board of directors 2015
National Associations' Council 2015
- Tania Banotti
- Mariana Brashnarova
- Jessica Bjurström
- Markus Deutsch
- Sofia Barros
- Paul Bainsfair
- Pawel Tyszkiewicz
- Marie-Pierre Bordet
- Ralf Nöcker
International Agencies' Council 2015
Health Communications' Council 2015
Media Agencies' Council 2015
Integrated Marketing Communications Council 2015
Board of Directors 2009
As of September 2009, EACA's board of directors is as follows:
National Associations Council 2009
- Fidelio Perchinelli, 2008/2009 Chairman
- Pawel Tyszkiewicz, Central & Eastern European Representative
- Bjørn Karsholt, Chairman Nordic Region
- Tamara Ramach, Western European Representative
- Hamish Pringle
- Marie-Pierre Bordet
- Ralph Noecker
International Agencies Council 2009
Media Agencies Council 2009
- Susannah Outfin, Vice-Chairman
Integrated Marketing Communications Council 2009
Health Communications Council 2009
References, Resources and Contact
- EACA Website About EACA (Accessed: 2 July 2007)
- About the EACA, EACA website, accessed 24 March 2008
- About EACA, EACA website, accessed 21 Sept 2009.
- Tobacco, European Commission, accessed 25 March 2008
- EACA Issues, EACA website, accessed 18 March 2008
- OFCOM, Media Smart website, version archived 27 Jul 2003, accessed 21 Sept 2009
- Schlott Publication, accessed 25 March 2008
- Schlott Publication ,accessed 25 March 2008
- EACA Members, EACA website, accessed 21 September 2009
- EACA Members, EACA website, accessed 21 Sept 2009
- EACA Partners, EACA website, accessed 21 Sept 2009
- EACA Board eaca, accessed 2 April 2015
- Executive Board Members 2009/2010, EACA website, accessed 21 Sept 2009