Association Of Communication Companies Belgium: Virtual Strike

This case describes a campaign by Belgian advertising agencies to protest against advertisers who were increasingly breaking the code of conduct governing the competitive pitching process.

Association Of Communication Companies Belgium: Virtual Strike

Famous Brussels

SUMMARY

In the 90’s the Association of Communication Companies (ACC) and the Union of Belgian Advertisers (UBA) set up a code of conduct in case of a competition. This industry charter was followed as it should until 2009. But under pressure of the economic crisis too many advertisers stopped following the charter. Consequently, pitches became a very costly adventure, heightening the risk of under-servicing existing clients - resulting in an impoverishment for the entire industry.

The chairman of the ACC decided to take a stand on this very serious issue and to write...

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