1. 1 Bernard Marchant Président du Conseil de la Publicité ASBL Voorzitter Raad voor de Reclame vzw 23 octobre 2013

2. 2 MISSION STATEMENT CREATED IN 1967 CREATED IN 1967 ONLY PROFESSIONAL ORGANIZATION INLCLUDING ALL ACTORS OF THE ADVERTISING SECTOR IN BELGIUM ONLY PROFESSIONAL ORGANIZATION INLCLUDING ALL ACTORS OF THE ADVERTISING SECTOR IN BELGIUM T O PROMOTE THE ECONOMIC AND SOCIAL ROLE OF THE ADVERTISING INDUSTRY IN BELGIUM T O SUBJECT PUBLICITY TO STRICT AND CONTROLLED ETHICS (JEP) ON BASIS OF SELF - REGULATION

3. 3 CHARACTERISTICS OF THE ADVERTISING MARKET TRANSVERSAL ! ACROSS ALL ECONOMIC SECTORS TRANSVERSAL ! ACROSS ALL ECONOMIC SECTORS 4 ACTORS PROFILE: 4 ACTORS PROFILE: SPECIALISED (A DVERTISING AGENCIES, MEDIA AGENCIES, PR AGENCIES, …) MEDIAS ADVERTISERS (M ARKETING UNITS ) LOGISTICIANS (D ISTRIBUTION, PRODUCTIONS, PRINTING, …)

4. 4 OBJECTIVES OF THE STUDY 1 ST PHASE : TO HIGHLIGHT THE IMPORTANCE OF THE ADVERTISING MARKET IN TERMS OF EMPLOYMENT AND SOCIAL & FISCAL CONTRIBUTION IN BELGIUM 2 ND PHASE : A DVERTISING MARKET CONTRIBUTION TO THE ECONOMICAL GROWTH AND SUPPORT TO INNOVATION.

5. 5 LIMITS OF THE STUDY F OCUS ON 2 ACTORS ’ PROFILS S COPE = +-80% OF THE MARKET ( SMALL ENTREPRISES, DIGITAL GLOBAL PLAYERS NOT INCLUDED ) D IFFERENCE IN THE MEDIA ENTERPRISE PROFILE : F ULLY DEPENDENT ON ADV. REVENUE F ULLY DEPENDENT ON ADV. REVENUE P ARTIALLY DEPENDENT ON ADV. REVENUE P ARTIALLY DEPENDENT ON ADV. REVENUE S PECIALIZED ENTERPRISES S PECIALIZED ENTERPRISES M EDIA M EDIA

6. 6 ADDITIONAL COMMENTS ON THE STUDY A DVERTISERS ( SOURCE U. B. A ) : L OGISTICIANS ( OUR ESTIMATION ) : S TUDY DELOITTE : T OTAL ESTIMATED DIRECT FTE WORKING IN ADVERTISING INDUSTRY 11.000 FTE ( U. B. A MEMBERS ONLY ) 6.500 FTE ( BPOST, BD, PRINTING ASSOCIATION …) 15.700 FTE 33.200 FTE N.B: S COPE 80 % I NDIRECT FTE TO BE CONSIDERED AS WELL

7. 7 CONCLUSION A DVERTISING INDUSTRY IS A KEY CONTRIBUTOR TO THE BELGIAN ECONOMY IN TERMS OF EMPLOYMENT S OCIAL & FISCAL CONTRIBUTION H IGHLY QUALIFIED JOBS ( CREATIVE ENVIRONMENT ) C HALLENGE : R AISING B ELGIUM ON THE EUROPEAN & WORLWIDE MAP OF THE ADVERTISING MARKET : DYNAMIC / CREATIVE MARKET IN B ELGIUM GOOD TRAINING PROGRAMS & EXPERIENCED PEOPLE C APITALYZE ON THE « UNIQUE » CONSUMER MARKET ( PURCHASING POWER, BI - CULTURAL, EUROPE CENTRIC …)