EACA - Documentation

Guidelines

- EACA Guidelines on Account Conflicts (107 kb, *.doc)

The Communications Industry is going through a period of exceptional change driven by a variety of factors, which have made the generally accepted definition of conflicts in urgent need of revision.

Brand Valuation

- EACA Guidelines to Brand Valuation (90 kb, *.doc)

The ultimate challenge for any advertising agency is to create strong and lasting Brands for its clients. From a consumer perspective, a Brand is a guarantee, or a "friend", that can be trusted and relied upon to perform as expected by the buyer.

Briefing an Agency

- General Agency Briefing Format (88 kb, *.doc)

Contracts

- EACA Guide to Client/Agency Contract Models (90 kb, *.doc)

The contractual relationship between a client and an agency represents a negotiated business deal between two partners. The final text essentially must reflect the understanding that both parties deserve a fair and mutually advantageous outcome, as well as covering the national (or global) realities of the client-agency relationship, the nature of the advertiser's needs, defining the parameters of operation and any other aspects of the intended business relationship.

- Introduction to EACA Model Contract (108 kb, *.doc)

- Model Contract Modules (189 kb, *.doc)

Disabilities

- Portrayal of People with Disabilities in Advertising (137 kb, *.doc)

EACA guidelines for agencies on the portrayal of people with disabilities in advertising, to encourage advertisers and their agencies to cast people with disabilities more frequently in commercials and to help them to understand the sensitivities involved.

Ethics

- Agency Competitiveness - EACA Recommendation for Ethics in Pitches (85 kb, *.doc)

The advertising agency industry is as competitive as business and commerce itself. Just as competition among manufacturers of products and providers of services stimulates product development and helps keep prices attractive to consumers, the intra-agency competition is a guarantee of constant development.

- EACA Code of Ethics (482.8 kb, *.pdf)

The adherence to high ethical principles is a requirement for any business sector today. As the representative body for the advertising and commercial communications sector in Europe, it is EACA?s task to ensure that member companies have clear guidance on the ethical standards that we set for ourselves and that our stakeholders fully understand our commitments to the highest standards of performance.

Media

- EACA Media Agencies' Business Charter (103 kb, *.doc)

The goal of the charter is to create mutual trust between client and media agency through joint acceptance of the following principles of trading to ensure a professional and competitive marketplace for the provision of media services to advertisers.

- Guide to choosing and using a media auditor (197 kb, *.pdf)

The media spend of any advertiser company is typically one of its highestoutgoings and it is for this reason that most companies wish to assess this spend regularly to ensure that maximum efficiency is being achieved...

- Selecting a Media Agency - EACA/WFA (380 kb, *.pdf)

Whatever their size and experience, advertisers strive for quality, performance and productivity in all disciplines; and media strategy/media buying are no exception.

Obesity

- ICC Framework for Responsible Food & Beverage Communications (112 kb, *.pdf)

The increasing worldwide attention to diet, nutrition and physical activity is of great significance to the international food and beverage community and to the broader business community of which it is a part. The following framework has been prepared by the Commission on Marketing and Advertising of the International Chamber of Commerce (ICC) to address some of the issues raised by these concerns.

- Obesity Report by Dr Brian Young (860 kb, *.pdf)

There has been an increasingly public debate in Europe about the rising level of obesity, and its cost on public services and society as a whole. Within this debate, claims have been made about food advertising's role in the rising levels of obesity. This report analyses the existing academic literature, including WHO materials available on the issue of food advertising, food choice and obesity.

Pitching

- WFA EACA Pitch Guideline (920 kb, *.pdf)

This document provides guidelines for both parties, the agency and the client, on how organize, conduct and conclude a pitch process leading to a new client-agency relationship. These are guidelines - not rules. They will hopefully provide helpful advice, both regarding the general principles and on points of detail. Although this paper was prepared with multi-country assignments in mind, it should also be useful as a roadmap where the pitch is in just one country, especially where no existing guidelines and procedures have been developed and approved by that country’s national association. In situations where national guidelines exist, these should naturally be respected and followed.

- WFA EACA Pitch Guide Exec Summary (154 kb, *.pdf)

The aim of this paper is to provide an executive summary of the full guidelines document, which can be found at www.wfanet.org or www.eaca.eu. WFA & EACA recommend utilizing the full document if at all possible, to enable a win/win for all parties involved in a competitive pitch.

Producing television commercials

- La production européenne de films publicitaires (106 kb, *.doc)

Procédures recommandées pour la production rentable à travers l'Europe de films publicitaires pour la tévision et le cinéma, depuis le briefing du client jusqu'à la diffusion préparé et publié par un groupe de travail conjoint EACA / CFPE.

- Producing television commercials in Europe (640 kb, *.pdf)

New guidelines for cross-border production of TV commercials in Europe have been jointly published by EACA and CFPE, representing European advertising agencies and production companies respectively. The new guidelines aim for greater efficiency through a standard production process, where the agency is based in one European country and the production company in another.

Sarbanes-Oxley Act

- Sarbanes-Oxley Act (127 kb, *.doc)

The Sarbanes-Oxley Act was passed in the US in 2002, having been drawn up following a number of high profile accounting scandals, such as Enron, that seriously dented investor confidence.

Sustainability

- Green Office Guide for Agencies (297 kb, *.pdf)

Some companies decide to go green to save money. Some do it to reassure clients, or because clients are expanding their corporate responsibility to include their whole supply-chain – including marketing suppliers. Some do it because their employees insist. Whatever their motives, many corporations - and a growing number of public sector agencies - now build environmental, community and ethical priorities into their strategies and operations. Think global they say and act local. Here’s how.

Transfer of Undertakings

- Transfer of Undertakings (40 kb, *.pdf)

The Transfer of Undertakings directive lays down rules on the protection of employees in the case of mergers, acquisitions and takeover of undertakings. Although this stems from highly laudable intentions, the resulting directive has been drafted in such a broad way that it must be read in conjunction with a large body of case-law and the relevant national legislation.