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Bernard MarchantPrésident du Conseil de la Publicité ASBLVoorzitter Raad voor de Reclame vzw

23 octobre 2013

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MISSION STATEMENT

CREATED IN 1967

ONLY PROFESSIONAL ORGANIZATION INLCLUDING ALL ACTORS OF THE ADVERTISING SECTOR IN BELGIUM

TO PROMOTE THE ECONOMIC AND SOCIAL ROLE OF THE ADVERTISING INDUSTRY IN BELGIUM

TO SUBJECT PUBLICITY TO STRICT AND CONTROLLED ETHICS (JEP) ON BASIS OF SELF-REGULATION

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CHARACTERISTICS OF THE ADVERTISING MARKET

TRANSVERSAL ! ACROSS ALL ECONOMIC SECTORS

4 ACTORS PROFILE:

SPECIALISED (ADVERTISING AGENCIES, MEDIA AGENCIES, PR AGENCIES, …)MEDIAS

ADVERTISERS (MARKETING UNITS)

LOGISTICIANS (DISTRIBUTION, PRODUCTIONS, PRINTING, …)

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OBJECTIVES OF THE STUDY

1ST PHASE: TO HIGHLIGHT THE IMPORTANCE OF THE ADVERTISING MARKET IN TERMS OF EMPLOYMENT AND SOCIAL & FISCAL CONTRIBUTION IN BELGIUM

2ND PHASE: ADVERTISING MARKET CONTRIBUTION TO THE ECONOMICAL GROWTH AND SUPPORT TO INNOVATION.

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LIMITS OF THE STUDY

FOCUS ON 2 ACTORS’ PROFILS

SCOPE = +-80% OF THE MARKET (SMALL ENTREPRISES, DIGITAL GLOBAL PLAYERS NOT INCLUDED)

DIFFERENCE IN THE MEDIA ENTERPRISE PROFILE:

• FULLY DEPENDENT ON ADV. REVENUE• PARTIALLY DEPENDENT ON ADV. REVENUE

• SPECIALIZED ENTERPRISES • MEDIA

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ADDITIONAL COMMENTS ON THE STUDY

ADVERTISERS (SOURCE U.B.A) :

LOGISTICIANS (OUR ESTIMATION) :

STUDY DELOITTE :

TOTAL ESTIMATED DIRECT FTE WORKING IN ADVERTISING INDUSTRY

11.000 FTE (U.B.A MEMBERS ONLY)

6.500 FTE (BPOST, BD, PRINTING ASSOCIATION …)

15.700 FTE

33.200 FTE

N.B: SCOPE 80 %

INDIRECT FTE TO BE CONSIDERED AS WELL

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CONCLUSION

ADVERTISING INDUSTRY IS A KEY CONTRIBUTOR TO THE BELGIAN ECONOMY IN TERMS OF

EMPLOYMENT

SOCIAL & FISCAL CONTRIBUTION

HIGHLY QUALIFIED JOBS (CREATIVE ENVIRONMENT)

CHALLENGE: RAISING BELGIUM ON THE EUROPEAN & WORLWIDE MAP

OF THE ADVERTISING MARKET:

DYNAMIC /CREATIVE MARKET IN BELGIUM

GOOD TRAINING PROGRAMS & EXPERIENCED PEOPLE

CAPITALYZE ON THE « UNIQUE » CONSUMER MARKET (PURCHASING POWER, BI-CULTURAL, EUROPE CENTRIC …)