The organisation set up to safeguard the ad industry’s interests across
Europe is fighting for its life after some of its most important members
- including Britain’s Advertising Association - decided to pull out.
Accused of being rendered impotent by the self-interests of those who
fund it, the European Advertising Tripartite will propose self-reform at
a meeting in Brussels later this month.
But Jacques Bille, chairman of the EAT, which represents agencies,
advertisers and the media, warned that it would not survive if the
rebels did not change their minds.
The AA, and its German and Dutch counterparts, have given the EAT a
year’s notice of their intention to withdraw.
In a letter to Bille, Andrew Brown, the AA’s director general, claimed
some EAT members had been pursuing private agendas, resulting in the
organisation ‘becoming locked in a semi-permanent state of paralysis’.
The AA, which helped establish the EAT in the 70s to protect Europe’s ad
industry against the threat of EU legislation, has become discontented
with its ineffectiveness.
Advertisers were concerned by the EAT’s failure to agree on the European
Broadcast Directive that has just had its first reading in the European
The World Federation of Advertisers and the European Association of
Advertising Agencies say they can achieve more through their own
lobbying efforts than by working through the EAT.
They are backed by the AA, which concluded that tripartite groups work
nationally but not so well across Europe.