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Minutes of a tele-conference meeting of the Executive Board held 10.00am (London time) – 16 June 2014


Minutes of a tele-conference meeting of the Executive Board held 10.00am (London time) – 16 June 2014

Present :
Mr Jerry Wright – President – in the Chair
Mr Hormuzd Masani – Treasurer
Ms Iwona Szczesna
Mr Pedro Silva
Mr Manuel Sala
Mr Paul Dovas
Mr Magnus Paulsson

Apologies :
Mr George Bohlander

In Attendance :
Mr J Matthews representing
Macomm Management Services Sdn Bhd
Secretaries to the Association

1. MINUTES: The minutes of the meeting of the Executive Board held 7 May 2014, having been circulated, were taken, as read and confirmed.

2. MATTERS Arising;

2.1 IFABC Workplan 2010-2012

2.1.1 Role of IFABC/Industry Advocacy
a. Promote the growth of bureau in new geographies – Mr Manuel Sala reported that he had a tele-conversation with Dr Roberto Moreyra recently where he was made to understand that Argentina ABC did some audits in Uruguay but was not able to do so in Paraguay. However, he added that, Dr Moreyra will be providing liaison contacts of marketing communications association in some of these countries in order for IFABC to invite them for the GA in Rio as observers.

Mr Sala said that there was a reply from Kenya where it was outlined a proposal of 3 steps in the development of an ABC in Kenya. After their initial meetings, they hoped to have an IFABC representative at a meeting to share best practices.

Chairman said that it would be possible to join in their meeting through Skype.

2.1.2 Knowledge Sharing/Business Development
a. Central knowledge store – Ms Iwona Szczesna reported that she had collected more data during the IFABC Europe meeting. She added that she will include a column for the 2013 data and commence to collect the data for newspapers and magazines through the secretaries.

Chairman said that there were requests for data coming through from various sources.

b. Improve internal communications – Website – Mr Paul Dovas said that he had received some analytics on the IFABC website which measured page views and impressions. He spoke of 1040 page views and 280 unique browsers (or 19 ub a day) for the period. Most visitors were from the US, followed by Germany, France etc. In response to a question from the Chairman, Mr Dovas said that the website was an underutilized resource by the members. He proposed investing in an SEO; seek expert help to direct traffic to the site. Chairman requested Mr Dovas to present at the next meeting ideas on increasing internal and external traffic.

2.1.3 Digital Standards and Measurement
a. ‘Hybrid’ Online Audience Measurement – in the absence of Mr George Bohlander, Mr Magnus Paulsson said that the committee was looking at options before bringing it to the Board.

b. Digital Editions and Publications - in the absence of Mr George Bohlander, it was reported that a meeting of the committee would be held soon.

Mr Paul Dovas said that on the APAC front there were a lot more conversations and inquiries on digital matters.

c. MRC – Mr Paul Dovas said that MRC was reported to be supportive of the merger of AAM and Imservices.

d. IFABC Europe –Mr Magnus Paulsson reported that 12 ABCs had attended the IFABC Europe meeting recently. Mr Dominic Lyle had spoken of the future of media and the role of ABC’s. Ms Carolyn Morgan had presented her initial view of developments in the global media market from the ‘Future of ABC of 2015 and beyond’ project. The event was well organized by ABC Croatia.

There had been a complaint from ABC Croatia that ABC Serbia had published a statement in their newsletter that they had received an accreditation of their multiplatform certificate from IFABC. As IFABC do not provide any ABC with any accreditation of their certificate, Chairman said that Mr Magnus Paulsson had written to ABC Serbia to remedy the situation. It was also agreed to write to ABC Croatia clarifying the point that IFABC does not approve members’ reporting formats. IFABC Membership operated at a more fundamental level of compliance to certain basic principles of organization and operation.

2.1.4 Governance and Finance
a. Finance – Treasurer said that the 2014 Membership dues had not been received from China and France. Chairman requested him to follow up on the matter.

The following invoice was approved for payment:
- Penmaen Media Ltd – In 1212 for € 825-96 being travel expenses for presenting and interviewing delegates at IFABC Zagreb conference May 2014

A quotation for MRM5,500-00 for designing and layout of IFABC – Bureau Reports 2014 was approved. It was agreed to provide members with a link when the report was ready for them to download. It will also be uploaded on the website.

Treasurer reported that information of Total Annual Media Audit Fees had not been received from Chinese Taipei, Germany, Italy (ADS, and ANES), Mexico, China and Portugal.

Level Changes – Treasurer reported four bureaux will see changes in the level in respect to annual fees:
- Austria from Level I to Level II
- Australia from Level II to Level III
- Korea from Level II to Level III
- Poland from Level II to Level I

Balance in IFABC Account - € 85,312-09

b. ABC B&H – Treasurer reported that ABC B&H had thanked IFABC for the understanding and hoped to overcome the current difficulties and that they would continue to work and pay their obligations.

3. IFABC GENERAL ASSEMBLY 2014 – Mr Pedro Silva reported that they were currently completing the GA website. Details on the GA including the registration forms will be on the site soon. He added that he will publish a definitive programme latest by next week. Chairman said that the GA committee were finalizing the speakers. Ms Iwona Szczesna said that Ms Morgan will be covering the topic on membership retention.

Chairman said that most items would be settled soon and information will be circulated to the members very soon.

Ms Iwona Szczesna asked Mr Dovas whether he was planning to run a meeting of the Events audit committee during the GA. Mr Dovas said that if there was interest he could do so. Chairman said that it could be an optional session. This was agreed.

Ms Iwona Szczesna asked whether the Executive Board would have a prior view of the “Future of ABC’ project documents. Chairman said that the project was in the data gathering stage; this will be followed by the interviews and would be completed by the end of September. He said that there would be an opportunity to review the project at the Executive Board in October.

4. NEXT MEETING – 21 July 2014


5.1 Newsletter – Chairman said that when the GA website was ready, he would inform the Members through the newsletter.

5.2 Anniversaries – Ms Iwona Szczesna thanked IFABC for a congratulatory note on their 20th anniversary. She hoped that this could be extended to all Members celebrating their anniversaries. She added that it could be included in the newsletter too.

5.3 FIPP – Mr Paul Dovas said that he had spoken at the recent FIPP meeting in Bangkok as part, of a forum discussing digital newsstands. He had also spoken of the IFABC. There was a concern from some in the audience that the IFABC Data reports included data reported against different definitions by country and the detail of these definitions was not obviously available and clearly laid out.

Chairman said that IFABC Europe was working on a project being handled by Mr Constantin Popat called the European Knowledge Center that sought to identify which audit bureau did what and to which definitions; this could be a model for a global approach.and to come out with more information on the currency.


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