3. Which is why the
Association of Communication Companies
opened up to all creative agencies
Advertising – Activation – Content - Digital – Events – PR & Influencer
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?
17. • 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’
• The Board of Directors provides guidance and feedback
Who does what?
22. • 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
23. • 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
24. • 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
25. • 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’
26. • 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
27. • 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
28. • A set of guidelines for Native Advertising
• Co-written by RvR/CdlP, ACC and UBA
• Controlled by JEP in case of complaints
Native Advertising Guidelines
29. Influencer Guidelines, issued by ACC
• As a response to the ‘recalled’ Influencer
Guidelines from the FOD Economy
• Under the umbrella of RvR/CdlP
• Approved by all other Belgian associations
(BAM, UBA, Feweb)
• Controlled by JEP
30. • A service agreement template
• To streamline agreements between agencies
and influencers
• And to guarantee respect for the Influencer
Guidelines
Contract Template for Agencies/Influencers
31. • 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
32.
33. • 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
34. • 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”)
35. • 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
36. BA Insurance policy for Event sector
Coverages Usual coverages Verheyen nv
Territorial scope Belgium and surrounding countries. Extension to Europe is
possible with additional premium.
Worldwide, excluding Canada and USA
Third Party Liability € 1.250.000 € 5.000.000
Co-insureds: freelancers, occasional
co-workers, interns
Not insured € 5.000.000
Product and service liability No standard coverage € 2.500.000
Professional liability No standard coverage € 500.000
Damage to entrusted goods No standard coverage. If insured, mostly limited to
€ 25.000 per claim for goods to work “on”
€ 75.000 per claim for entrusted goods to work “on” and to
work “with”
Damage to rented material Not insured € 75.000 per claim, max. € 150.000 per year
Damage to used/rented venues Not insured € 75.000 per claim
Objective Liability Not insured Insured when the event organiser is legally supposed to
underwrite this coverage.
Third Party Liability of your client Not insured Coverage on top of TPL-policy of client. If client has no TPL
coverage, a deductible of € 50.000 per claim will be applied.
Legal assistance € 25.000 € 50.000
37. Plus a checklist & rationale
Event Cancellations Insurance Policy
Algemene gegevens
Organisator + E-mailadres:
Opdrachtgever:
Naam Evenement:
Aantal deelnemers / Bezoekers:
Locatie en land:
Omschrijving event:
Duur in aantal dagen:
Begindatum event:
Te verzekeren bedrag
Productiebudget (totaal factuur aan uw klant) in Euro :
Andere bepalingen
Dient er inkomstgeld te worden betaald door het publiek? Ja / Neen
Gaat het door U ingerichte evenement geheel of gedeeltelijk door in
openlucht?
Ja / Neen
Aanwezigheid van tenten / circustenten / opblaasbare hallen?
Indien ja, gaat het evenement door op
minder dan 5 km van de kust ?
Ja / Neen
Ja / Neen
Wordt er vuurwerk voorzien? Ja / Neen
39. • Based on the input of our new
President and our Board Members
• What are our current and future
challenges?
• And how to prepare for them!
Vision Memo 2020/2024
40. Let’s walk the talk.
Let’s focus.
Let’s raise our voice inside & outside.
Battle fields for transformation:
1. Strengthen our business consulting skills.
2. Better quality education inflow.
3. Stimulating collaborations between agencies.
4. Accelerate diversity in agencies.
We are transformers
41. Strengthen our Business Consulting Skills
• To guide creative agencies in their transformation into Creative
Consultancy Agencies
• 10 full-day sessions + Hackleton in Feb/Jun 2021
• Fully booked after 3 days: n=26, mainly CEO’s + SD’s
42. A plan to outline training needs for high-schools & universities
• Goal: offer more relevant education (business, technology, …).
• Bachelor, master, post-graduates, … with a focus on commercial and strategic profiles
• Target groups: high-school and university governors, teaching staff, students, press, …
• Whyte steers an action plan:
• Taskforce defined issues and set objectives
• Survey to agency managers & youngsters to define needs & gaps
• 3 World Cafés (FL, BXL, WALL: Universities, High-schools) to outline training needs in Q2
• ACC Whitepaper for the entire educational sector
Better quality education
43. A plan to connect complementary ACC agencies
• Goal: explore eco-systems & alliances among agencies from different disciplines
• We are developing a MatchMaking engine, based on:
• Complementarity in agency services
• Similarity in values and agency culture
• It will serve as an online tool and as a date-generator for networking event(s)
• Timing: Q1 2021 for the tool; Q2 2021 for the networking event
Stimulating internal collaboration
44. A plan to close the diversity-gap in our sector
• Goal: to assure that our consumer insights cover the entire population
• Problem setting:
• We have no clue of the (media) consumption & values of a growing part of our population
• Only 4% of our talent has an ethnic/migration background
• Lack of esteem for our profession and absence of role models are main barriers to join us
• Our plan: to connect people with migration background and agencies via ASATT
• Immersion Day for agency managers and A Seat At The Table:
• Four Roadshows for 100 youngsters @ 12 agencies in Antwerp, Brussels (2x) and Ghent
• Followed by selective invitations for ACC & participating agencies’ trainings & events
• Timing: preparation Q4 2020; field Q3 2021 (after Corona)
Accelerating Diversity in our sector
46. • What: ACC coordinates all applications from schools wanting to visit
an agency: +/- 40 groups, mainly ATL & digital agencies
• Target: last year students marketing & communication
• When: All year through, depending on availabilities agencies
• Was extended to Event Marketing and Content Marketing
We organize Open door Days
47. • Purpose: to ensure students to prepare in the
best way for a job in the creative industry
• In the Toolkit, we offer:
• A charter with 9 criteria and guidelines (incl
NDA template)
• A checklist with criteria for a good internship and
guidelines
• A Certificate with logos ACC and agency
We offer Internship Toolkits & Certificates
Criteria for ACCredited Internships Checklist *Mandatory
1. Profile domain*
The intern should belong to a job profile domain within Marketing Communications: Advertising,
Event management, PR, Brand Activation, Content Marketing and Digital:
2. Development plan*
The intern and the agency should draft a development plan with details about the internship.
3. Content*
The content of the internship should include relevant tasks from the job profile domain, real client
cases and exposure to the other job profile domains within the agency.
4. Mentoring*
The intern should have both a school and an agency mentor, responsible for following up the intern’s
progress.
5. Duration & Workload
A minimum duration of 10 weeks is recommended within a standard 38 hour per week workload.
6. Recognition
The intern should be encouraged to pitch his/her own ideas, work on their execution and be
acknowledged for them thereafter.
7. Legal requirements*
Interns should work under a standard internship agreement, stating legal rights and obligations.
8. Reimbursement of expenses
ACCredited internships are unpaid, but reimbursement of costs is recommended.
9. Evaluation*
The interns should be evaluated by both mentors, according to predefined criteria.
Overview of responsibilities
School Agency
Provide job profile curriculum Provide knowledge and experience for the different job
profiles
Assign a school internship mentor Assign an agency internship mentor
Participate in drafting the development plan Participate in drafting the development plan
Implement a minimum internship length Organise a 30 min per week 121 meeting
Provide a standard legal internship agreement Assign real client case tasks to the intern
Provide insurance coverage Ensure recognition where appropriate
Facilitate a final evaluation Provide reimbursement of expenses
Provide a final evaluation
50. • All ACC members can put job offers on
our site for free
• For full time or part time jobs, freelancers
or internships
• For jobs in Client Service, Creative,
Strategic or Technology departments
We offer a free Job Corner on our website
55. • Need for new talent at event agencies
• 8 schools select 8 top candidates each
• 10 event agency managers screen students
• Candidates send cv and present themselves
during a 1 min live ‘elevator’ pitch
• Group assignment on real briefing + presentation
• Speeddating with agency ceo’s + networking
• Selection of Top Talents: agencies offer internships or
interviews for job recruitment
• Iaw VBO/FEB “Young Talent in Action”
Young Event Talent Day
57. 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
58. • A dating-site for young creatives looking for a partner
• 30% of young creatives are looking for a creative partner
• Admates is free of charge, sponsored by MM & ACC
• Admates features ‘Bros&Sis’: experienced creative advisors
• www.admates.online
ADMATES by YoungDogs, MM & ACC
59. • There is a strong demand for more/better freelancers
• More disciplines, more variation jrs vs srs, even internships
• There is a big need for a performant platform to display offer freelancers
• Informative, re-active, transparent
• ACC has a partnership with The Maffia
• They address our needs and offer rebates to ACC members:
• Diversification of profiles
• Transparent price model and rebates for ACC members
• €55 rebate on finders’ fee < 1 month
• €1.000 rebate on finders’ fee > 1year
We professionalized the Freelance offer
60. • 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
61. • 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
62. • 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
63. • A good briefing is key for a strong campaign
• ACC & UBA developed briefing templates for
• Integrated campaigns
• Event Marketing campaigns
• Content Marketing campaigns
• Public & Influencer Relations
• Combined with MasterClasses @UBA
Briefing Templates, by ACC and UBA
65. • 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
78. • We combine the Salary Survey with the Hourly Rates Survey:
• so you can compare the cost of your talent with the tariffs you charge to your talent.
• An exclusive survey for ACC members:
• so no more complex comparisons with other industries or foreign countries
• An ‘evolutionary’ database: data of new participants will be added
• and will be reported whenever you sign in to the online database
• We increased the number of Job Profiles, from 37 last time to 61 now
• we added management & administrative functions and included part-timers & independents
• We provide annual payroll cost (FTE basis) and annual company cost (including car
costs, insurances, …)
Salary/Hourly Rates Survey + freelancers in Q2 2021
84. • Only agencies having filled in Salary Survey AND the Hourly Rates Survey
will receive both Surveys
• Data are permanently updated
Interested in participating?
• We reduced the fee for both surveys to a one-time forfait of €500 and
subsequent editions will be free of charge
How does it work?
86. • Allows members to make their own selections
• Brussels/other cities
• Network/Independent
• Per discipline
• “Remembers” previous years’ figures
• Issued in May – database released end June
• +100 agencies participated last year
Digitalized Profitability Survey
93. • 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
106. Free Partner Sessions
• 25/06: Data-driven advertising (by Mediahuis)
• 02/07: Multilingual communication (by ELAN)
• 09/07: Optimising client relationships (by Pitchpoint)
• 27/08: Managing your tax administration during
a global health crisis? (by Lauwers & Seutin)
• 10/09: Corona and its legal impact (by KOAN)
• 17/09: Communication skills (by ELAN)
107. Free Brainery Sessions
• Beyond Brands by Tom Van Den Bergh/RCA – 12/11
• Collaboration between brand & performance mktng by Sofie Verstreken/BBDO – 19/11
• Content Mktng for adv. & full service agencies by Pieter Vereertbrugghen/Cypres – 26/11
• TikTok, an untapped opportunity by Rob Van Alphen (School of Disruption) – 03/12
• Communities Decoded by Dennis Claus (Supermachine) – 10/12
118. • At AP Hogeschool Antwerp
• Supported by ACC/Custo
• For students & professionals
• Benefits for ACC members
Content Mktng: Postgraduate Content Mktng
119. • A practical guide for clients and agencies
• Outlines do’s and don’ts when working with
several agencies in order to avoid chaos,
frictions and jealousy
• In combination with learnings from Masterclass
with ACC, UBA and EACA
A manual for Multi Agency Relationships
120. • To educate the market on new
#InfluencerGuidelines
• Completed with training on IP and GDPR for
Social Media
• In association with KOAN & JEP
• Free session on Nov 2018, next Nov 2019
PR: Masterclass new Influencer
Guidelines
121. • Tailor made for acc members iaw Talent Lab
• Provides a recognized Certificate Prevention Advisor Level 3
• Dutch spoken; 5 working days: 19, 20, 21, 26, 27/11
• ACC members can ‘earn’ 240€: cost = 1.000€, but subsidized by KMO
Portefeuille Sectorfonds & Betaald Educatief Verlof
• Next session in 2021; 3 participants so far >< we need 6
Events: A 5 day workshop ‘Prevention Advisor’
122. Exchange sessions with UBA Expert Communities:
1. “Excellence in B2B CM for the EC B2B – Feb 22 – by Bart L and Koen DN
2. “Video & SEO? So different, yet so complimentary” – June 4 – by Sam B (SB) & Floris L (HH)
3. “Learnings from Cleveland” – 17 Oct – Koen D
4. “How to create a powerful content hub?” – Jan ‘19 – by Hans DL + Intracto + MM and by Air + BMW +
Newsmaster
5. “8 Rules for groundbreaking native advertising” – March ‘19– by Bart L & Pieter V
6. “How to re-brand/re-position successfully through CM” – TBC– by Olivier VdS
Training sessions for UBA Academy (always from 13.30 to 17.00):
1. “How to apply CM techniques in Internal Communication?” – 12 Sept – Michel L & Karen
2. “Social Media & Content Marketing” – 22 Oct – Tom B
3. “ROI & Content Marketing Reporting”– 10 Dec – Pieter V & Michel L
4. Client Briefing Content Marketing – 22 Oct ‘19 – Jef DB
We offer trainings on content marketing
@UBA
129. • Celebration of the best Activation Cases
• Two Juries: creatives and clients
• Indicator for the international Festivals
• Cancelled due to corona
Best of Activation Awards
130. • Introduced by Custo & ACC in 2018
• In association with BOA Awards
• 2 Categories: Strategy & Craftsmanship
• 2 Juries: Clients & Craftsmen
• Winners to appear in BOCA Annual
Best of Content Awards
131. • ACC guides Jury process
• ACC gives trainings on “how to write a winning case”
• ACC co-organizes learning moments
• ACC agencies get 10% discount on cases
• 2020 edition cancelled due to corona
Partner of the Best Event Awards
132. • Promotes and celebrates best ww events
• 3 day festival with content and showcases
• ACC is represented in Advisory Board & Jury
• ACC members get rebates on their subscription
Partner of the BEAWORLD Festival & Awards
133. • To promote Creative Thinking, not just effectiveness
• For strategy with strongest transformational impact
• Chosen by ACC members of the Effie Jury
• Handed out at the Effie’s
Initiator of the Strategic Shift Awards
@Effies
134. • 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: canceled due to corona
St-Canneke: straight from Cannes Festival
136. • Sign in: www.accbelgium.be => About us => Newsletter
• Overview of ACC initiated projects
• Links to subscription- or download pages
A monthly Newsletter
144. Submit a file with the following elements:
Signed ACC Charter with declaration regarding bankruptcy, RSZ, VAT, rejection bribery, adherence to conventions
JEP, …
Last years’ balance sheet
CV ceo + 2 references of clients/suppliers/ceo’s other agencies
‘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?
