Union des Marques

The Union des Marques (UDM), formerly the Union des annonceurs (UDA), is a French professional association that represents companies and brands active in commercial communication. Created in 1916 during the First World War, it is described as the only representative organisation of advertisers in France. Its membership base is broad: according to the association, it counted around 6,000 members in 2017, drawn from some 230 companies and representing more than 1,500 brands. The UDM provides advisory and assistance services to its members, runs training sessions, and organises communities and networking programmes. Its areas of expertise span public affairs, artificial intelligence, impact and CSR, marketing influence, insights and foresights, legal affairs, marketing, media and purchasing, digital performance, retail media, and agency-advertiser relations. It also operates the Brand Academy for professional training and UDM Connect for networking. A significant part of its public profile comes from the awards and programmes it runs. It awards the annual Effie prizes, which recognise the most effective advertising campaigns. In 2018 it launched FAIRe, a responsible-communication programme under which adhering companies commit to 15 undertakings covering privacy, transparency and the reflection of society's diversity. The UDM also groups France's 22 administrative regions into nine 'UDA regions' to facilitate statistical studies. Historically, the organisation was founded as the Union des annonceurs in 1916, when advertisers supporting the war effort complained about the pricing conditions imposed by press publishers. It suspended activities during the Second World War after the German invasion and was relaunched in 1951 on the initiative of three trade organisations: alcoholic beverages, perfumes and beauty products, and pharmaceuticals. On 19 April 2019 the Union des annonceurs became the Union des marques. Its president has been Amélie Vidal-Simi, president of Mondelez International in France, since January 2026, and its director general has been Jean-Luc Chetrit since 27 April 2017.

The Union des Marques was founded in France in 1916, during the First World War, under the name Union des annonceurs (UDA). At that time, advertiser companies supporting the war effort complained about the pricing conditions practised by press publishers. The situation gave rise to a specific organisation to defend their interests. France was not the first country to have a professional organisation for commercial communication issues: Great Britain had created the ISBA (Incorporated Society of British Advertisers) in December 1900, and the United States had created the ANA (Association of National Advertisers) in June 1910. The Union des annonceurs ceased its activities during the Second World War after the German invasion. Six years after the end of the war, in 1951, it was relaunched on the initiative of three trade organisations: alcoholic beverages, perfumes and beauty products, and pharmaceuticals. In 2012, the UDA had 18 permanent staff. During the 2012 French presidential election, the UDM sent a letter to the candidates containing five proposals, including maintaining advertising on France Télévisions channels and excluding taxation of internet advertising. On 19 April 2019, the Union des annonceurs (UDA) became the Union des marques (UDM). The organisation has continued to expand its service offering, covering areas such as public affairs, artificial intelligence, impact and CSR, influence marketing, insights and foresights, legal affairs, marketing, media and purchasing, digital performance, retail media, and agency-advertiser relations. It runs the Brand Academy for training, communities for active monitoring and best-practice sharing, and UDM Connect for networking. It also awards the annual Effie prizes for effective campaigns and launched the FAIRe responsible communication programme in 2018. Since January 2026, its president has been Amélie Vidal-Simi, president of Mondelez International in France; its director general has been Jean-Luc Chetrit since 27 April 2017.

• 2026

  Amélie Vidal-Simi became president in January 2026.

• 2019

  On 19 April 2019, the Union des annonceurs (UDA) became the Union des marques (UDM).

• 2018

  UDM launched the FAIRe responsible communication programme.

• 2017

  Jean-Luc Chetrit became director general on 27 April 2017.

• 2012

  UDA had 18 permanent staff; during the presidential election it sent five proposals to candidates.

• 1951

  UDA relaunched on the initiative of three trade organisations: alcoholic beverages, perfumes and beauty products, and pharmaceuticals.

• 1916

  Union des annonceurs (UDA) founded in France during the First World War.

The only representative organisation of advertisers in France, offering expertise, training, networking and advocacy for brands.

• Effie awards

  Annual prizes rewarding the most effective advertising campaigns.

• FAIRe programme

  Responsible communication programme launched in 2018; adhering companies commit to 15 undertakings.

• Brand Academy

  Training offering for brands and teams.

• UDM Connect

  Networking programme turning encounters into opportunities.

1. 1Union des marques – Marketing d'excellence et communication engagéeuniondesmarques.fr
2. 2Union des Marqueswikidata.org
3. 3Union des marquesfr.wikipedia.org