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Minutes of a tele-conference meeting of the Executive Board held 10am London time, 4 August 2015.

                                      INTERNATIONAL FEDERATION OF AUDIT BUREAUX OF CERTIFICATION

Minutes of a tele-conference meeting of the Executive Board held 10am London time, 4 August 2015.

Present :
Mr Pedro Silva – President – in the Chair
Mr Jerry Wright – Secretary
Mr Hormuzd Masani – Treasurer
Ms Heather Craven
Ms Iwona Szczesna

Apologies :
Mr Manuel Sala
Mr Magnus Paulsson
Mr Marco Bernasconi
Ms Arina Ureche

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

1. MINUTES:

The minutes of the tele-conference meeting of the Executive Board held 1 July 2015 having been circulated, was taken as read and confirmed.

2. MATTERS ARISING:

2.1 IFABC Workplan 2014-2016

2.1.1 Role of IFABC/Industry Advocacy

a. Promote the growth of bureaux in new geographies – in the absence of Mr Manuel Sala there was no report.
APABC – Ms Heather Craven said she was working with Mr Richard Foan on the Agenda and the speakers and would be reaching to the APABC members on the possibility of an APABC meeting in Taipei in November 2015 coinciding with AdAsia 2015.

b. WAN/IFRA/World Press Trends Report – the Secretaries reported that WAN/IFRA has not contacted them as yet on the purchase of the Report. Chairman said that perhaps they were still finalizing the report.

2.1.2 Knowledge sharing/Business Development

a. Central knowledge store – Ms Iwona Szczesna said that perhaps due to the summer break, she has had no response from some of the Executive Board members on the state of the uploading of data into the new database. She felt that the experience from the uploading will be important when members would be requested to do so. Discussion ensued and Executive Members were provided with a month more to complete the uploading of data.

b. Improve internal communications – Ms Heather Craven said that she had nothing to report at this time.

2.1.3 Digital Standards and Measurement

a. Digital Standards and Measurement Committee/Digital Publications Standards Committee – Chairman said that he had spoken to Mr Richard Foan yesterday, and was advised that there were no plans to have a meeting of the Committee soon. He added that Mr Foan was liaising with the APABC group on the possibility of a meeting on digital in November in Taipei.
Ms Heather Craven reported that AMAA was bringing many new standards and processes into the Australian market. Chairman said that he does not see an opportunity of a meeting before the next GA where JICS can share their experiences on standards and processes.

2.1.4 Surveys

a. Workplan – Chairman said that he had studied the responses from the GA and Change Census surveys and had arrived at the following conclusions:

Change Census Survey
- Many IFABC members have developed or desire new products as circulations have been dropping
- Many IFABC Members have established new partnerships with non-IFABC members
- Advertisers have been more vocal and active demanding changes

Rio GA critique/survey
- Advertisers POV valued
- Technical discussions too technical, should be left for experts
- Issues that members would like to have addressed by IFABC:
Digital solutions
Data solutions
Global partnerships/relations with agencies/advertisers
IFABC standards and members’ standards’ harmonisation;
IFABC improved communications

However, he said that the term of this Executive Board was shorter with only 10 months left to next GA in June 2016 in Switzerland. Members had made a major decision to change the name to International Federation of Audit Bureaux of Certification. He added that with that thought he wanted to propose that the focus be on promoting the name change communication to the market and to develop an agenda for the Swiss GA that addressed the desire of change from the members, as seen from the survey response. He added that with this in mind, IFABC should look for greater relations with advertisers and agencies, important associations (global and regional) to understand their concerns and demands. From their input the Executive Board could then design the Swiss GA agenda.

Secretary said that IFABC had some time to start fixing and arranging communication to Members about the Swiss GA, the name change; how to take forward the database and the website etc., He said that IFABC had some funds and perhaps the Executive Board could look at a project to benefit the members with the results being tabled at the GA.

Ms Iwona Szczesna said that she had gone through the responses from the surveys and had noted that there was a strong voice in keeping to the traditions and not changing too much; keeping the tradition and retaining the good image in the market. She felt that what was missing was that members should be looking at new thinking and adopting new ideas in a changing media environment; a new perspective from advertisers and agencies; and taking the best practices in the market to grow revenue. The Change census survey, she said, had a slide which showed revenue growth and what led to the revenue contribution. It was important for members to know what products some ABC’s introduced that showed a growth in their revenue. Chairman said that it was important for IFABC to collect information from the market to see where the future growth of ABCs would come from. Secretary said that the Change Census Survey was aimed at finding that out. Discussion took place and it was noted that the survey results need to be updated regularly as the media situation was changing rapidly. Ms Iwona asked whether Bureaux which were into new services would be able to share it with other members. She said that she would be interested in learning more about new products and services. Secretary said that it was important to create a culture of open sharing. Ms Heather Craven said that those who have made some advancements should provide technical information on the launching of new products/the situation before and after etc., Chairman said that some sort of training for members to launch new products/market opportunities/bilateral conversations . He proposed appointing a consultant to conduct workshops.

Ms Iwona Szczesna suggested webinars, where the Executive Board could choose subjects, invite members, have an internal expert present and this could help build closer relationship with members. This could be an introduction of a new activity for members.

Chairman requested members to identify topics from the survey responses for discussion at the next meeting. It was agreed to pick 3 topics for 3 webinars and to evaluate the results. Ms Iwona Szczesna said that Mr Giovani Tonelli from IVC was familiar with technical matters and perhaps advice could be sought from him.
Chairman said that the workplan would be devoted action plans for the Name change and GA 2016. He added that the current plans would be continued. Ms Iwona Szczesna suggested setting a time scale for the work plan.

2.1.5 IFABC Name Change – Secretary tabled a communications plan for the IFABC Name Change which included the key message and the key audiences and target groups/Global scope. It was noted that each country ABC had the responsibility for informing their local membership. Stakeholders and trade bodies and media. The timescale indicated a period from August to November 2015 to complete the plan. Secretary said that he will check with the PR agency the costing for the exercise.

Chairman said that the key audience focus seemed to be Europe focused. He proposed getting the assistance of Members in the USA to release to IAB and MRC etc. Secretary said that he would add that to the plan.

The Secretaries said that with the name change ‘circulations to certification’, there was a need to re-look at some of the articles where the word ‘circulations’ appear.

Article 3 Identity

3.1 The IFABC is a grouping of established audit organisations that verify and report facts about circulations of publications and other media data.

Article 4 Objectives

4.1 To promote to advertisers, advertising agencies and media agencies and publishers worldwide the benefit of independent audit bureau of circulations and the membership of IFABC

4.2 To promote an ethical and acceptable business standard of conduct by the Members and encourage the greater standardization and uniformity in the process, procedure and format of reporting of circulations of publications and other media data

4.3 To facilitate and encourage the exchange of facts, information, knowledge and experience among its members about circulations of publications and other media data

4.4 To encourage the establishment of audit bureau of circulations in countries here such bureau do not exist and their membership of IFABC

Article 5 Duties and Aims

5.1 To facilitate the growth of audited circulation and other media data by introduction of the Members to local interested parties to either assist in the set-up of their own audit bureau or provide audit services to local media.

Executive Board discussed the matter and noted that due to the change in name from “International Federation of Audit Bureaux of Circulations” to ”International Federation of Audit Bureaux of Certification” there was a need for some consequential amendments to correct the anomalies that arose.

It was agreed to propose the following changes:

Article 3 Identity

3.1 The IFABC is a grouping of established audit organisations that verify and report facts about circulations (retain)of publications and other media (add the word) ‘brand’data.

Article 4 Objectives

4.1 To promote to advertisers, advertising agencies and media agencies and publishers worldwide the benefit of independent audit bureaux delete(of circulations) and the membership of IFABC

4.2 To promote an ethical and acceptable business standard of conduct by the Members and encourage the greater standardization and uniformity in the process, procedure and format of reporting of circulations (retain) of publications and other media (add) brand data

4.3 To facilitate and encourage the exchange of facts, information, knowledge and experience among its members about circulations of publications (retain) and other media (add the word) ‘brand’data

4.4 To encourage the establishment of audit bureaux (delete) (of circulations) in countries here such bureau do not exist and their membership of IFABC

Article 5 Duties and Aims

5.1 To facilitate the growth of audited circulation and other media (add the word ‘brand’ data by introduction of the Members to local interested parties to either assist in the set-up of their own audit bureau or provide audit (retain) services to local media.

It will now read:

Article 3 Identity

3.1 The IFABC is a grouping of established audit organisations that verify and report facts about circulations of publications and other media brand data.

Article 4 Objectives

4,1 To promote to advertisers, advertising agencies and media agencies and publishers worldwide the benefit of independent audit bureaux and the membership of IFABC

4.2 To promote an ethical and acceptable business standard of conduct by the Members and encourage the greater standardization and uniformity in the process, procedure and format of reporting of circulations of publications and other media brand data

4.3 To facilitate and encourage the exchange of facts, information, knowledge and experience among its members about circulations of publications and other media brand data

4.4 To encourage the establishment of audit bureaux in countries here such bureau do not exist and their membership of IFABC

Article 5 Duties and Aims

5.1 To facilitate the growth of audited circulation and other media brand data by introduction of the Members to local interested parties to either assist in the set-up of their own audit bureau or provide audit services to local media.

2.1.6 Governance and Finance

a. Finance
Membership Dues - Treasurer reported that 2015 membership dues have not been received from Denmark and Mexico as of to-date. IVM Mexico had replied that they will settle the amount by 7 August 2015.
As the member from Denmark, Danish Oplagskontrol, has ceased operations their Full membership had been terminated at the previous meeting. It was agreed to inform Members of the closure of Danish Oplagskontrol.

Balance in IFABC Bank Account – HSBC Bank Singapore - €71,262-43
HSBC Bank - Treasurer said that the HSBC Bank in Singapore had requested for documents to verify the IFABC registered address in Singapore. They had sought a copy of a utility bill plus other evidence. Attempts were being made to submit these documents to the HSBC Bank.

b. Inland Revenue Authority of Singapore – Treasurer said that he had written to the authorities on the queries raised and was awaiting a response.

c. Croatia/Serbia – Chairman said that he had no updates to make. The Secretaries said that a letter dated 3 July 2015 had been sent to both Members on the use of the IFABC name and logo.

2.1.7 Event Audit/Digital Signages – Ms Heather Craven said that she was trying to arrange a meeting of the Committee for the end of August 2015.

3. NEXT MEETING – the next meeting of the Executive Board will be held 10am, London time on 3 September 2015

4. ANY OTHER BUSINESS

4.1 Registered Address – The Secretaries reported that the registered office in Singapore is now situated at 60 Paya Lebar Road #05-08, Paya Lebar Square, Singapore 409051. The change occurred due to the shifting of the office of AST Management Services Pte Ltd, the secretarial firm being used in Singapore as the registered address.

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