Green ideas for the advertising industry long time I've neglected the blog, now I am "abusing" him for just a long text on this journey to be made available: the project the green economy for the sections / the Professional Association Advertising and Marketing Communications. I apologize that I do not have the time, the contents of web 2.0 terms prepare, but a simple text written in another context via cut & paste here are purely.
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Green ideas for effective advocacy
Advertising and Marketing Communications:
work project for the period 2010-2015
moved With the year 2000, the first time a Green Economy, the Institute of Advertising in Vienna. Since then, numerous accents, the members, especially the small businesses and one-person entrepreneurs brought concrete benefits.
The other groups could no longer ignore from now on this large group - now established services - such as the Insurance Service of the Institute of Advertising Vienna and the expansion of training opportunities for members - are concrete results of this work
For five years, the Green Economy is with Dr. Peter Dröge the chairman of the Federal Association of Advertising and Marketing Communications. He could - although the green economy has no majority in the committee and the financial resources of the Federation in relation to the equipment of the sections at the country level are more modest - a main driver:
- The reorganization of the Advertising Council,
- consistent lobbying for more transparency in of public budgets and
- the commitment to continuous quality improvement in the industry - through continuous cooperation (To name € forum, market reports on CEE countries, the lead role of the trade association for the establishment of the EFCC but a few points) by
training institutions, as well as through a candid look beyond the borders of the country
were key priorities in the political work.
like in the period 2010-2015 to continue the Green Economy its successful path in their work for the communications industry and strengthen its commitment to a strong team even further. For there is still much to do.
The range of green industries to the members is:
opening of the Section for more communication, more dialogue and joint activities. This requires a different communication climate, better interfaces, and other services.
Here are some key projects which we want to implement in the next period. And a promise to be a strong green economy, the members more say in the future, more control over the use of their dues and they will draw greater benefits from their membership.
1 - instead of professional self-presentation
Especially in the advertising industry to go over the offers of the chamber to the needs of a majority of the members. Most of the not inconsiderable funds will be used for classical self-promotion. The members funded like this with their contribution and of no benefit.
costly events such as land prices (in eight of the nine provinces), Department of days or sponsored conferences (Press Days) are aimed only at a fraction of the members, cost a lot and get little. For information and training opportunities to stay in comparison, hardly left means.
This situation will change the Green Economy:
- At least a doubling of funds for training and continuing education
is a wider, more intense and more current advertised range of educational events for members are urgently needed. The need exists, the funds must finally be made available.
- Mentoring for newcomers
The sections are intended to function as a mediator between experienced members and industry newcomers. Mentoring Day as a kick-off is start.
- Application of the quality of service in the industry
to the advertising budget of the Section for an application of benefits of members are used instead for self-promotion. We attach importance to the real content and not the pointed officers to be promoted.
- Qualtitätsinitiative market research
actions against improper use of market research (referendum, bogus surveys), use of Market Research Council and the creation a university education for market research. Purposes (see Action Points complementary market research as an attachment)
2 - Bar Camp instead Chamber hierarchy
instead sham activities, always the same and an annual awards show, we want genuine, lasting and sustained dialogue with the members. Current topics and trends need to be broadly discussed the work of the expert group to more closely reflect the needs of members. The committees need
dusty living directly input by those affected. While the other groups at every opportunity (not without reason) on the secrecy of the work of the Section Committees insist, we want to open the doors and invite the member to active participation.
The division as a business platform
cooperation with other industry organization, lines of the chamber (in the form of monthly industry Jour fixes) refers to date does not occur. The WKO functions as a type case with seemingly insurmountable barriers between the various industry organizations. We want to overcome these limits, use the network potential of the chamber and in the service of members.
We invite our members, through information events active members of other industries (trade division, division, catering & crafts, etc.) to address. Held at the Chamber bureaucracy must be the work based on market structures. May be jointly developed strategies for a functioning regional economic power.
A mixture of market, fair, Bar Camp and Pecha Kucha brings commercial entrepreneurs winning ideas - and Section members new customers.
initiatives that arise in the context of these events will continue to be served. A rejection of individual events with the old style purchased (often bad) "lecture Stars", instead a dialogue ready together for mutual benefit.
more modern online communication
It is bizarre enough that modern online communication at all mentioned as an asset be. The Institute of Advertising and Marketing Communications has at last in the 21 Century arrive. The completely outdated website (this applies to all professional groups and the Federation) must be completely new - are designed - based on dialogue. The necessary resources are available and only need to be provided.
3 - Fair market conditions for small businesses
The Section currently courting especially their big players. Chime brands, fat budgets, advertising prices of Cannes to the state price: the special interest groups operate, as would the advertising industry only of glamor and big names.
The reality is different. The majority of the members are small and micro enterprises, are primarily one-person company is represented very often.
they come straight but very difficult to attractive jobs. Working groups are discriminated against in tenders - if they take place at all so transparent that all companies know in good time.
This non-transparent conditions change we want. Creativity and power to decide and not the size of the company. Because of the economic miracle can be found below the small business sector.
transparency in the market - especially in public contract awards
The award will be of (public) funding must be transparent. Public funds are often misused to serve political interests. The result of overlooking istnicht. A look at the balance sheet of Venus, State Prize, Effie & Co teaches in years, there were no really outstanding public information campaign more.
Central communication tasks of the state are neglected, however. Examples include the poor level of information about how the EU and the democratic institutions in Austria, growing resentment of "foreigners" and much more). Who
how much of taxpayers' money for "information" issues is understandable for anyone. First step has to be a central reporting instance where every euro of Public Communication used, is reported.
This must be done before the tender, so that this Court also serve as an information service for interested agencies.
Furthermore, to professionalize the tender conditions.
For our most important long-standing demands of the future will also support the other groups:
- Better and more professional briefings that define the communication goal (set does not just publishers, the funds are obtained from listings circuits.)
- fair admission requirements to participate in Calls (no entry thresholds by restrictive credit conditions for references)
- no obstruction of Associations (such as joint and several liability of all group members for the entire project)
- Deadline run with sufficient time and adequate consideration of the creative process for the development of campaign ideas
cost transparency for providers (agencies) and customers (customer). Instead of a Return to (anti-trust concerns and the market is not feasible anyway) fee guidelines must be defined benchmarks that allow the comparison of offers - for the benefit of suppliers and clients. This must quickly a process involving the industry is to be carried out.
Gewistamonopol
Break on outdoor advertising in Austria such a high market concentration given that any competition is stifled. The Green Economy is clearly committed to diversity in access to public space (keyword triangle stand, cultural poster, electrical panels and co.). The section of Vienna is still delinquent in the implementation of a resolution of the Committee.
