NEWS: Reforms for Euro ad group put in motion to pacify members

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.

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

March).



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

intelligence-gatherer.



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.’



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