The ad industry’s leading European lobby group has saved itself from
almost certain extinction with a programme of reform that seems likely
to prevent a mass defection of its most important members.
But Britain’s Advertising Association says it wants to see whether or
not the changes proposed by the European Advertising Tripartite are
successful before reconsidering its decision to quit (Campaign, 15
At a meeting in Brussels on Monday, three other EAT members - the World
Federation of Advertisers, the European Association of Advertising
Agencies and the International Advertising Association - agreed to
suspend their resignations.
Their decisions followed a presentation of the reforms by Jacques Bille,
the EAT chairman, aimed at making the organisation more streamlined and
responsive to members’ needs and transforming it into a more effective
The crisis arose after growing discontent among EAT’s members at the
body’s ineffectiveness. The row erupted when the organisation failed to
agree a position on the European Broadcast Directive earlier this year.
For the time being, the AA and its German and Dutch counterparts are
adopting a ‘wait and see’ attitude before deciding whether or not to
resign from the EAT next year.
Andrew Brown, the AA’s director general, said: ‘We’re happy to give the
EAT time to restructure itself successfully before deciding whether we
stay or leave.
‘The organisation has a role to play as a focus for the industry and to
satisfy the changing needs of its members.’