In our modern society, freedom of choice amongst a wide range of products and services is one of the basics. For the survival of products, brands and companies, communication is a must. Without communication, products and services get no attention and have no chance to be successful. A well-considered strategy, a strong image and a relevant slogan are an added value for a brand and make it possible to seduce the consumer, to survive and to grow in high competitive markets.

Commercial communication in the service of companies and the economy, is a part of the cultural and social environment of each individual. Therefore it has to be not only responsible and honest but also effective and creative. To defend those principles, the communication companies in Belgium have joined forces in a national trade association: the Association of Communication Companies (ACC). 

Its membership comprises almost all of the large, multinational agencies as well of small and mid-sized agencies from across the country. Agencies active in all kind of communication disciplines: advertising, account planning, media, direct marketing, brand activation, e-marketing. Together, these agencies represent about 75 percent of  all national, regional and local advertising placed by agencies. Members are elected from among the most professional communication agency business in the country. Candidates undergo an examination of their professional ability, financial integrity and business ethics.

From the will to contribute to better communication and to a positive perception of its image, the mission of the ACC is "to upgrade, to promote and to defend the profession of marketing-communication towards the professionals of the communication sector, the advertisers, the public, the authorities and the press"

To upgrade the profession
As co-founder of the Conseil de la Publicité/Raad voor de Reclame, the JEP (jury for ethical advertising practices), the CIM (Centre for information about media), as co-organiser of the EFFIE Awards etc., the ACC is an active partner in the 'tripartite' advertisers-agencies-media. That makes the ACC the privileged spokesman to represent the communication agencies towards advertisers and media organizations. The ACC is aware of her responsibilities. That's why ethics is one of her main concerns. ACC members act in a responsible, professional and constructive way. They not only commit themselves to respect the ethical charter of the ACC and other codes of self-discipline, but also the prevailing standards and values of our society

To promote the profession
With dossiers, projects and studies the ACC plays a pro-active role for better practices in the communication profession. Different contract models, charters for competitions, remuneration etc., surveys about salaries, hourly rates, evolution of costs of advertising are some examples of ACC initiatives. Education of young people who want to start in the communication business is also one of ACC's priorities. For example: every year the ACC invites last year's students of universities and schools for higher education to visit an ACC Agency

To defend the profession
Legislation on commercial communication is becoming more en more severe: advertising for tobacco is forbidden, advertising for alcohol, cars, health products, etc. are restricted, advertising towards children is under discussion. In this context, the ACC defends the view-points and the interests of the communication sector towards the government, the press and the consumer organizations.