acc Credentials 2018

Our mission and an overview of our tools & services
November 2018
How can acc help you?

POWERFULL COMMUNICATION IS NO
LONGER THE PREROGATIVE OF
TRADITIONAL ADVERTISING AGENCIES

Which is why the
Association of Communication Companies
opened up to all creative agencies
Advertising – Activation – Content - Digital – Events – PR & Influencer

Our 125 proud members and their roots

What do we
‘creative agencies’
stand for?

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?

CREATIVE COMMUNICATION BOOSTS
ECONOMY*
* Proven by Deloitte Economic Impact Survey 2014
What is our Belief:

What is our Uniqueness:
Having creatives and thinkers under one roof

acc’s mission:
… is to upgrade,
promote and defend
the added value of our
members towards
(future) employees,
clients, authorities, press
& public

TO UNITE AND EMPOWER ALL
COMMUNICATION AGENCIES IN THEIR
INDIVIDUAL INTERESTS AND COLLECTIVE
AMBITIONS
acc’s purpose:

• Reflecting our core values of collegiality and fair-play
• A mini-soccer tournament with two leagues of 8 agencies
each
• Volunteers for season 2019 can apply here ;-)
Belgian Agency League – by acc

We have a small team of dedicated people
Stéphanie Vazquez
Janne Jooris
Johan Vandepoel
Twiggy Caels

• 6 Cross disciplinary Expert Centers:
• Legal & Finance
• Sector Challenges
• Skills
• Strategic Planning
• Young Accounts
• Young Dogs
• 5 Competence based Expert Centers:
• Brand Activation
• Content Marketing
• Event Marketing
• Public & Influencer Marketing
• Technology & Innovation
But we have a huge team of volunteers

• 6 Cross disciplinary Expert Centers:
• Legal & Finance: Dirk Debeys / Mortierbrigade
• Sector Challenges: Francis Lippens / Leo Burnett
• Skills: Stephen Vander Mynsbrugge / acc
• Strategic Planning: Yves Van Landeghem / Leo Burnett
• Young Accounts: Tine Van Hasselt / Happiness
• Young Dogs: Eline Goethals / FCB
• 5 Competence based Expert Centers:
• Brand Activation: Daniel Schots / BBDO
• Content Marketing: Pieter Vereertbrugghen / Cypres
• Event Marketing: Pascal Cauwelier / Fast Forward
• Public & Influencer Marketing: Werner De Smet / Oona
• Technology & Innovation: Tom De Baere / Invisible Puppy
With very motivated Presidents

• 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?

New EC Public & Influencer Relations

• They combine traditional PR techniques with new ways of boosting
‘earned’ and ‘owned’ media
• They create own platforms, showrooms, pop up exhibitions,…
• They gathered informally to check on ‘common grounds’
• They decided to create a new Expert Center
• And put their teeth into some serious issues
A new “breed of agencies”

• We Stimulate and Facilitate
• We Investigate
• We Educate
• We Regulate
• We Celebrate
• We Communicate
We do a lot, and it all ends with ‘ate’

• 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

• Purpose: to make sure students can 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

We give guidance to jobseekers

• 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

We organize speed dating sessions

Marketing students & CEO’s date @ The Hunt

Art Students & CD’s date @ CDate Night

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

• Strong need for new talent at event agencies
• We bring the Dutch Talent Scout Day to Belgium
• In association with 8 schools that offer event-education
• Each school can select 10 candidates (top talent) to 8 agencies
• Candidates send cv to acc and receive assessment
• They present themselves during a 2 mins live ‘elevator’ pitch
• They ‘mingle’ with agency ceo’s during lunch
• Group assignment on real briefing + presentation to agencies
• Selection of Top 3 Talents by agencies + networking
• On the agenda of EC EM for Q4 2019
Next: “Talent Scout Day”

• 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
• Management was reinforced with Inge Crauwels
• They address our needs and offer rebates to acc members:
• Diversification of profiles
• Transparent price model (rebate of 55€ on Fixer Fee & 200€ on Panic Button Fee)
• Platform for interns in development
We professionalized the Freelance offer

• 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 KOAN

• 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

• A mutual evaluation template
• For long term client-agency relations
• Takes into account special needs of both
parties
• Downloadable on accbelgium.be
Client-Agency Evaluation, by acc and UBA

Inspirational chemistry meetings @UBA
• Chemistry “boost” sessions + industry update => inspiration
• Event agency Presentations
• 2 min ‘credentials’
• 5 min inspiring cases
• Panel discussions
• New challenges
• Q&A’s
• Meet & Greet
• Coffee Break
• Drinks afterwards

• UBA understands the growing pressure on agencies by clients
• In order to set things straight, they launch an EC Agency M’nt
• The ultimate goal is to create a “code of conduct”
• First initiative is a session for UBA members by acc (05/12):
• Presentation on “How an agency works anno 2018” by Petra DR & Arnaud P
• Panel discussion with Q&A, w/ David G, Elke J, Evert V, Francis L, Stéphane B
UBA Exp. Comm. Agency Management

• A good briefing is key for a strong campaign
• acc & UBA developed briefing templates for
• Integrated campaigns
• Event Marketing campaigns
• Content Marketing campaigns
• Combined with MasterClasses @UBA
Briefing Templates, by acc and UBA

• Quantitative Survey with Trendwolves
• Average job satisfaction in our agencies (7,14/10) is
higher than average (6,79/10)
• Round Table with industry experts:
• Karen Wouters / Antwerp Management School
• Philippe Bailleur / Living Systems Coaching
• Thierry Lescrauwaet / UQ Talents
• Geert Smets / Deloitte
Their knowhow is available for acc members
We studied the Millennials in our sector

• In Antwerp, 60% of <10y is from an ethnical diverse background
• These are tomorrow’s consumers and decision makers
• Yet, we don’t know their media-use nor consumption values
• And worse: they don’t come to work in our agencies
We took a look at Diversity in our sector

1. Quantitative survey with Curieus / a BAS pop up agency
• Only 4% of agency people are from an ethnic diverse background
2. Qualitative survey via ‘World Cafés’ with agency people
• 4 themes: root causes / clients’ concerns / actions / charter
A three step approach

1. Quantitative survey with Curieus / a BAS pop up agency
• Only 4% of agency people are from an ethnic diverse background
2. Qualitative survey via ‘World Cafés’ with agency people
• 4 themes: root causes / clients’ concerns / actions / charter
3. Next steps for a more diverse sector:
• Find a way to create a ‘burning platform’ => Why5 research
• Sensitize agencies via Next Genity Scan (Sihame/LetsGoUrban)
• Create forum with clear ambitions and action plan
A three step approach

Profitability Survey: why do we need it?

We measure the sector’s (financial) health

• 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, …)
New Salary & Hourly Rates Survey

Detailed database for extra benefits

• Only agencies having filled in Salary Survey AND the Hourly Rates Survey
will receive both Surveys
• Data are available as of today
• We will organize a webinar for participating agencies on ??/??
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
• This allowed us to start with 39 participating agencies (versus 28 last Survey),
but other agencies can still join (mail Twiggy)
How does it work?

• A survey, called Custometer
• Conducted by Insites
• Measures online & offline content
• Provides feedback on readership
• Measures effect on brand perception
We offer content measurement tools

• 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

We organize free Young Account Bars
MONTH SPEAKER/COMPANY THEME LOCATION
January Studio Helsinki All you need to know about radio production Studio Helsinki/Antwerp
November Sabrina & Chloë /Ogilvy&SocialLab Bridging the Gap between Social and Traditional Media SocialLab/Brussels
March Davy Caluwaerts/Zenith Channel planning in a cluttered media scene Publicis One/Brussels
May Jochen /Isabelle / Kantar How can research help accounts better sell their stuff Kantar/Brussels
And win an Effie ;-)
June Karen C/Kris G/Stephane B/Harry D 20th edition YAB's: My Trip from Trainee to MD: TBWA
September Marc Van Buggenhout/Publicis One The secrets of successfull productions Publicis One/Brussels
November Veerle De Vos/Coach NLP How to turn conflicts in opportunities Publicis One/Brussels

What: online learning programs
Advertising Certificate: young
accounts/ strategic planners
Commercial Certificate: high
potential agency leaders
Search Certificate: agency people
involved in search
We offer IPA Online Learning Certificates

• An 8 course education program for planners
with <2 years experience
• Including a final one with a client
• Presentation on a brief given at the start
• 1 strategic director + 1 guest per session
• 25 participants
• 695€ for 1st participant/agency, 585€ for 2nd
Holistic Young Planners Education 2019

1. 12/02: The role and perspective of Strategy / Yves VL & Joris J
2. 26/02: Design thinking in marketing-communication / Johan VM
3. 12/03: How to have a strategic idea / Tom T & Vicky H
4. 26/03: Why working with creatives isn’t working / Vincent D
5. ??/04: Embracing digital in strategy / Eline G
6. 07/05: Let research help instead of block you / Dimitri DL & Dominique P
7. 21/05: How to (re)-build a brand / Jef R
8. 04/06: Group assignment & jury decision
HYPE sessions 2019

• Evening sessions for ceo’s & co
• In a top location
• Interesting speakers
• Lots of networking
We offer a Platform for Industry Leaders

• 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 12th 2018
Masterclass new Influencer Guidelines

• Tailor made for acc members iaw Talent Lab
• Provides a recognized Certificate Prevention Advisor Level 3
• In Ham (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
• 4 participants so far >< we need 6 : who volunteers?
A 5 day workshop ‘Prevention Advisor’

• To educate clients on “How to write a proper
briefing”
• Clients and agency people are invited and
work together
• Available for three disciplines:
• Integrated Communications: 04/12/18
• Event Marketing: 01/03/19
• Content Marketing: 22/11/18
We offer Client Briefing MasterClasses
@UBA

• 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

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

Content Marketing workshops with bpost

• #ContentMarketingFastForward
• An interactive seminar with workshops
and keynote speakers
• Attended by 300 content mktng fans
We brought #CMFF to Belgium

• A full day seminar for everyone working in the creative industry
• Who hasn’t got time nor money to visit international festivals
• Who never had the opportunity to work abroad
• A showcase of creative solutions for tomorrow’s challenges
• Different ways of tackling issues
• Insights from industry leaders and trendsetters
• Brought to you by ‘our talented people’:
• Former colleagues bringing home their most inspiring insights from abroad
• Visitors of international festivals bringing home their most inspiring learnings
Next: Best of Creativity – A Journey of Inspiration

Code of self-discipline & Ethical Committee

• Acc is one of the founders of the Raad vd Reclame / Conseil dl Pub
and the JEP, together with UBA and the media (saleshouses)
• Membership of acc also includes membership of RvR/CdlP & 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)
JEP membership is included in acc-fee

We initiated the #InfluencerGuidelines
• 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

• There’s a growing need for standardized tools or guidelines to measure
the impact of our output (online/offline; via press or influencers)
• If we can find common ground and if we can inspire the others, we can
impose our guidelines to the entire sector
• Ideally, we start with some desk research (both national and
international) and we look for best practices
• Next Step: taskforce team to report at Q4 EC-meeting next week
We’re Standardizing PR Impact Measurement Tools

• An UBA approved template to officialize
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

1. Sectorial record of processing activities
2. Website Audit checklist
3. Information Notice for clients/service providers; HR Data Policy for employees and freelancers
4. Data Usage Policy (internal guidelines and rules)
5. Privacy Policy for website, events and for job applicants
6. Cookies Policy and Cookie Banner
7. Data Processing Agreement (DPA)
8. Data Subject Requests Procedure
9. Data Breach Procedure
10. Legal memorandum on direct marketing and the organisation of events
GDPR toolkit: € 1500 (10 key GDPR
documents*)
*The documents are provided in your preferred language (FR/NL/EN).

Sectorial Record approved by acc
1
SECTORIAL
RECORD
-
TEMPLATE
LIST OF 15
PROCESSES
2
CHECK LIST OF
QUESTIONS
TO BE
COMPLETED BY
THE CLIENT
3
MEETING OF
2 HOURS
AT KOAN
4
DEDICATED
AND
TAILORED
SECTORIAL
RECORD
Price: € 1250* (including a 2 hours face-to-face meeting**)
(*) € 1000 for members of previously completed collaborative sessions
(**) € 750 per half day for additional services

Time frame
Collaborative sessions
(4 x ½ days)
Within 8 weeks
! At least 5 registered participants required
New set of collaborative sessions GDPR
compliance for a fixed price of € 4750
Toolkit
15 key GDPR documents
Sectorial record of processing
activities

Time frame
Individual sessions
(8 x ½ days)
Within 8 weeks
Express standard GDPR compliance:
€ 9750 for dedicated assistance
Toolkit
15 key and personalised GDPR
documents
Sectorial and tailored record of
processing activities

• Guidelines to streamline competitions
• They are not binding law, but...
• If violated by a prospect, acc puts pressure
• Available for Integrated- and Event Pitches
• Finalising a version for Public & Influencer
Relations- and Content Marketing Pitches
Competition Charters, by acc and UBA

• Practical guides with do’s & don’ts
• For public servants
• Different versions for Federal and Flemish
governments
• Hardly impossible to ‘impose’
Tips for Government Pitches

• 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’

• Introducing the Spoiler Award
that no one wants to receive
• For prospects who insist to invite
+4 agencies to a pitch
• acc convinces them to change
procedures
Campaign against pitch-abuse in event-sector
For not respecting the guidelines of the competition charter
on fair competitions among event agencies,
issued by acc and UBA, and thus provoking an excessive talent drain.
receives a
from
PLEASE,
D N’T SP IL
THE CREATIVE INDUSTRY

EACA: European Pitch Evaluator Tool

• 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

• A template in collaboration with MVVP lawyers
• For creative & commercial interim independents
• Including clauses to minimize fiscal/social hazards
• Available in NL, FR, ENG
Standard Freelance Contract

• A standard form to unify Purchase &
Sales terms
• To avoid non signing by clients, mainly
among event agencies
• Developed by KOAN and accredited by
acc
Standard Purchase & Sales Templates

• A template that regulates the cession of rights
from actors and authors
• Mainly in the field of interviews for content
purposes
• Created by KOAN, accredited by acc
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”)

. The Spoilman-initiative is a selflessly sector commitment to sustainable business
practices
. Raising awareness among people who confirmed their presence at an event & don’t show up, thus
spoiling money and efforts
.ACC writes standard mail for no shows, suggesting they can make up by funding a small
amount to SOS Kinderdorpen
. €50 = tax deductible
. ACC agencies forward ‘no show’-lists to SOS KD/VdE together with date, location and
name organizing
Don’t Spoil the Party-movement

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

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

• An easy tool to check if venues have all permits needed
• In partnership with event Planner (review section)
• All acc members get PRO membership, worth 89€/year, with
access to content, book, database Eventplanner
Event Location Checker

• Why: agencies have to check each time if venues are in order with
legal certificates, fire prevention, evacuation plans,…
• We will organise this centrally and we create a ‘label’
• Agencies can ask for safety checks of specific venues
• Venues can demand a safety check to obtain the label
• We looked for partners to set up the system:
• Safety advisors: Donald, Chris, Thierry
• Media partner: campaign and overview certified venues (Eventonline)
• Other associations to make it bigger: BESA, Febelux, BECAS (=catering)
An acc-label in ass with safety advisors

• Every event agency assigns 1 safety-project manager
• Agencies or venues ask acc for a safety check via mail
• Safety Advisor checks venue with 1 safety project manager
• Label will be allocated for 1 year, check up every year
• Platform to verify who has/doesn’t have label: venuesonline
• Campaign to announce label & content: mice magazine
• Audit cost (for the venue): 250€/<2.500m2 ; 500€/>2.500m2
• Next steps: eventonline creates label & prepares website
How does it work?

• 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
St-Canneke: straight from Cannes Festival
ST-CANNEKE
27.06.18 __ De Kruitfabriek __ Canal Vilvoorde __ from 16h00
__ register before june 22nd on www.accbelgium.be __
accelerating
agencies

• Event agencies showcase their knowhow one evening in all Bars
around Place St Géry in Brussels
• A free event for clients, prospects, suppliers and students
Event Sector shines at Event Street

• Celebration of the best Activation Cases
• Two Juries: creatives and clients
• Indicator for the international Festivals
• Best cases are sent to IMC Awards
• Start case entries: 09/01
• Date ceremony: 09/05
Best of Activation Awards

• Introduced by Custo & acc in 2018
• In association with BOA Awards
• 2 Categories: Strategy & Craftsmanship
• 2 Juries: Clients & Craftsmen
• Date ceremony: 09/05
Best of Content Awards

• 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
Partner of the Best Event Awards

• 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

• 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

• Sign in: www.accbelgium.be => About us => Newsletter
• Overview of acc initiated projects
• Links to subscription- or download pages
A monthly Newsletter

For Custo: Content Talk Newsletter & Blog

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
Elevator pitch’ presentation at General Assembly
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?

In order to call oneself a Content Marketing agency; carry the label of
content-expertise and become an active member of the EC Content
Marketing, a candidate agency:
• Should be a standalone entity (not a sales house or a printing company)
• Should derive the largest part of its income from content
• Should handle creation & execution of content strategies
• Should have multi channel expertise & minimum 3 clients
• Should either exist 3 years or be lead by a manager with +5 years expertise
Supplementary conditions for Custo-members

Fees are based on last year’s gross margin

FEEL FREE TO ADD, STEEL, COPY,
ADAPT, CHANGE, IMPROVE, …

BUT PLEASE, DO IT WITH RESPECT
AND COMMON SENSE

acc Credentials 2018

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