Global body for agencies launches with support of the ACA

A new global industry body for agencies has launched, promising to “champion the value that the creative agency sector delivers to clients”.

VoxComm has formed with 36 national trade associations as members, including the Advertising Council of Australia (ACA), and is lead by president Tamara Daltroff who is the director general of the EACA in Europe.

“We believe that agencies and the commercial creativity they deliver are turbo boosters for growth. Businesses that are looking for top-line growth neglect the creative multiplier at their peril, and agency experience of working across categories gives them a clear, objective view on the future and the big picture and can identify new business opportunities for their clients,” Daltroff said.

The ACA’s CEO Tony Hale is on the VoxComm board, sitting alongside Marla Kaplowitz, president and CEO of US body 4A’s; Mario D’Andrea, president of Brazil’s ABAP; Paul Bainsfair, director general of the UK’s IPA; Tony Hale, CEO of Advertising Council Australia (ACA); and Scott Knox, president and CEO of the ICA in Canada.

VoxComm advocates for agencies as ‘indispensable business partners’ for brands and clients, and looks to support the development of new agency models, and “creating an environment where agencies can flourish, and clients can benefit from the unique business value agencies can deliver”.

The organisation has launched with a manifesto that outlines the importance of the global agency sector in driving the understanding of creativity in new data and technologies, models and solutions to business problems.

Hale explained that the formation of VoxComm represents the universal challenges of agencies around the world are facing.

“It’s about time that the creative agency sector had a global voice, to stand alongside the World Federation of Advertisers,” Hale said.

“Globally, creative agencies share many challenges, issues and opportunities. In particular, creative agencies everywhere have a common goal to foster the long-term prosperity of our industry and to elevate advertising as a profession.

“VoxComm’s goal to demonstrate that creative agencies and the commercial creativity they deliver remain a powerful and proven lever for growth aligns exactly with ACA’s mission to shape a new era for the Australian advertising industry and strengthen the value of our profession to the wider business community.”


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