11 Organizational structure

11.1. Decision-making structures

An ABC shall function according to a country’s legal framework, as an association (of its members). The organization will have as its major decision-making body the general assembly.

In order to be able to function, the general assembly shall elect from its members a set of representatives: a chairman (president), and a board of directors (executive committee). Naturally, the general assembly is the forum which meets once per year, while the board of directors will meet more frequently.

The task of the board of directors is to supervise and ensure the delivery of the general assembly’s’ decisions. The overall role of the president is to chair the meetings of the board of directors and to be the spokesperson of the ABC.

The board of directors must reflect the structure of the membership (with the board consisting of advertisers, advertising agencies, as well as media companies), while the chairman shall be a well established and well-accepted figure on the market.

The general assembly must make sure that it elects into these positions people who are instrumental in moving ahead the ABC. These roles are high profile, so the individuals in these positions must be fully committed to the ABC and willing to sacrifice time and energy for it. They must be extremely competent and able in completing the tasks of the ABC. They must be willing to serve the common goals, rather than their own business agendas. At many ABCs, these people work on a voluntary basis.

It is a good advice to elect the chairman from among the advertisers. It may be counter-productive (dilute the credibility of the ABC, and create a lot of animosity) to have a publisher as chairman. Other publishers will be weary of another publisher, while someone from the advertising leg is, in fact, representative of the raison d’etre (reason for being) of the ABC.

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