THE VIRTUAL STRIKE / BELGIUM AGENCIES UNITE

Belgium-based advertising agencies have devoted the home page of their websites to a running a week-long Virtual Strike against multiple agencies becoming involved in elaborate pitches, to the detriment of all concerned, expect, probably, the eventual winner.

Belgium agencies including Famous, JWT, Ogilvy, LBi, TBWA, Publicis, VVL BBDO, LDV, Boondoggle, Air on Air, Saatchi, McCann Lowe and Kunstmann have all devoted the home page of their website to a 24 page declaration against the demise of the Competition Charter. The statement can be read in full by clicking through various agency websites. Start at www.famous.be to follow the path.

It states: 'Pitches use up energy. Energy an agency would normally use to provide its existing, paying customers with the best possible work.'

Jonathan Detavernier, interactive director at Famous, Brussels, explains: ' We're working for the ACC (Association of Communication Companies) who asked us to make a quite classic 'open letter' viral.'

'After a few hours, the campaign was picked up all over the world. Big agencies, organisations, media and even other sectors like film production, design and architecture all feel addressed. So that means that there must be something wrong with the way things are running. We feel like - yet again - Belgium is a test market and that other countries are interested in what will come from this.'

'How did we get all the agencies join in? We didn't.We have most of the big agencies involved, but not all. Simply because even with a sector organisation like ACC, you can't force agencies to do something. Just like you can't force agencies to say 'NO' to an attractive advertiser pitching 10 agencies. So the campaign itself is a proof of what ACC is pointing out.'

What do you think the campaign will achieve? And is it one other countries should be joining in on? Please comment below.

The Competition Charter can be read here.