“This project aims at going beyond preconceived notions and to better understand the roles and specificities of each market player. To us, it’s a first step towards the idea that we can all work together to create this kind of positive initiative. The aim is two-fold: first, to reinvigorate the “AMMA awards” that reward media expertise and second to advertise the so-called “GRP media school” that will better meet the training needs of media agencies and sales houses. Overall, this is a win-win situation for all of us.”

–– Pierre Vanderbeck, Director of Strategy – RMB

“It’s a world premiere that all media agencies and the biggest sales houses get together to collaborate on a common project. We, R12 & UMA, indeed felt that it was core to re-launch the communication between the media agencies & the media sales house with the advertisers as we had the feeling that a gap was growing because of the lack of knowledge of each other’s work.”

––Thierry Van Zeebroeck, CEO – Var

“We are happy to participate in this initiative that aims at a better mutual understanding of the actors in the market as well as better collaboration. This will allow a new light to be shed on the value of each other’s work and that of the media agencies“

–– Denis Masquelier, Sales Houses Operations Director – IP Belgium

“In long term relationships it is important to have a continuous mutual understanding of your partners. In this way, this initiative is more than symbolic. It is key for the sustainability of our media business. That’s the reason why we stand behind it.”

–– Ben Jansen, Commercial Director TV – Vmm

It is of major importance for Media, Media sales houses and Media agencies managers to make sure that their respective business and processes are being correctly understood by their partners so as to make sure that our market place operates with efficiency to the benefit of our clients. Through the “MEDIA” program we expect to help (re)create or enhance the best conditions under which all partners can handle their business in respecting both their objectives and the overall benefit of advertisers”.

–– Thierry Tacheny, Chief Executive Officer – SBS Belgium

“For me, the value of this initiative lies in working towards a better mutual understanding between media sales houses and agencies and improving our working environment. In the past it has been felt that there have been some criticisms based on assumptions and misunderstandings, and for the first time over 500 people from sales houses and agencies had the opportunity to sit together in the same room, at the same time, to listen to the same messages. We can better understand why media agencies need to negotiate with their clients, and from our side we can explain why we believe building good relationships with advertisers is key. My wish is that as a result of the M.E.D.I.A. initiative we will find a way to better understand each other, work with each other more closely and build stronger partnerships.”

–– Ann De Bisschop, Sales Director – Q Group

"The media sector faced  a dramatic evolution in the last 5 years. This evolution will probably become faster and faster in the coming years. Digitalization, new business models, content marketing are questions to be answered. Therefore, a collaborative approach of the companies directly involved in these processes is crucial. Better understanding of each other’s roles, promotion of the sector, attracting talents is the path we decide to follow together. In the long run, we are convinced that this approach will prove our added value to our clients: the advertisers."

–– Hugues Rey, Chief Executive Officer – Havas Media Belgium