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Bernard Marchant Président du Conseil de la Publicité ASBL

Bernard Marchant Président du Conseil de la Publicité ASBL Voorzitter Raad voor de Reclame vzw 23 octobre 2013. MISSION STATEMENT. CREATED IN 1967 ONLY PROFESSIONAL ORGANIZATION INLCLUDING ALL ACTORS OF THE ADVERTISING SECTOR IN BELGIUM.

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Bernard Marchant Président du Conseil de la Publicité ASBL

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  1. Bernard Marchant Président du Conseil de la Publicité ASBL VoorzitterRaadvoor de Reclamevzw 23 octobre2013

  2. MISSION STATEMENT • CREATED IN 1967 • ONLY PROFESSIONAL ORGANIZATION INLCLUDING ALL ACTORS OF THE ADVERTISING SECTOR IN BELGIUM To promote the economic and social role of the advertisingindustry in belgium To subjectpublicity to strict and controlledethics (JEP) on basis of self-regulation

  3. CHARACTERISTICS OF THE ADVERTISING MARKET • TRANSVERSAL ! ACROSS ALL ECONOMIC SECTORS • 4 ACTORS PROFILE: MEDIAS ADVERTISERS (Marketing units) LOGISTICIANS (Distribution, productions, printing, …) SPECIALISED (Advertisingagencies, media agencies, pragencies, …)

  4. OBJECTIVES OF THE STUDY 1st phase: to highlight the importance of the advertisingmarket in termsof employment and social & fiscal contribution in BELGIUM 2nd phase: Advertisingmarket contribution to the economicalgrowth and support to innovation.

  5. LIMITS OF THE STUDY • Specializedenterprises • Media Difference in the media enterpriseprofile: Scope = +-80% of the market (small entreprises, digital global players not included) Focus on 2 actors’ profils • Fullydependent on adv. revenue • Partiallydependent on adv. revenue

  6. Additionalcomments on the study Total estimated direct fteworking in advertisingindustry Advertisers(source u.b.a) : 11.000 FTE (u.b.amembersonly) Logisticians(our estimation) : 6.500 FTE (bpost, bd, printing association …) Studydeloitte: 15.700 FTE 33.200 FTE N.B: Scope 80 % Indirect fte to beconsidered as well

  7. CONCLUSION Advertisingindustryis a keycontributorto the belgianeconomy in termsof Highlyqualifiedjobs (creativeenvironment) Challenge: RaisingBelgium on the european & worlwidemap employment Social & fiscal contribution dynamic /creativemarket in Belgium good training programs & experienced people Capitalyzeon the « unique » consumer market (purchasing power, bi-cultural, europecentric…) of the advertisingmarket:

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