NEWS: Pliatzky rejigs code on making commercials

By EMMA HALL, campaignlive.co.uk, Friday, 29 November 1996 12:00AM

The long-awaited findings of two years of investigation into commercial production procedures are published this week, as an industry working party makes public its updated report, known as Pliatzky 2.

The long-awaited findings of two years of investigation into commercial

production procedures are published this week, as an industry working

party makes public its updated report, known as Pliatzky 2.



The handbook reiterates the original document’s plea for agencies to

allow suppliers time to plan and budget for the making of commercials.



The 12-strong committee is made up of representatives of the

Incorporated Society of British Advertisers, the Institute of

Practitioners in Advertising and the working party of representatives of

the Advertising Film and Videotape Producers Association.



Under the chairmanship of David Lamb, a former client at Rowntree

Macintosh, four new chapters have been added to the updated booklet,

which was originally published in 1987.



New chapters look at animation, insurance, the employment of artists and

multinational commercials.



Talking about the insurance guidelines, Lamb warned: ‘The industry used

to take basic insurance cover for granted, but we are now recommending

that all aspects of production are insured.’



The handbook, which was originally to be issued a year ago, covers every

aspect of the process of producing commercials and aims to ensure

transparency in all briefing, budgeting and contracting matters.



The book contains a complete set of industry documentation and updated

contracts, including the production contract itself, which takes into

account changes in the copyright law.



Cecilia Garnett, the chief executive of the AFVPA, said: ‘The new report

is a working manual and represents a big step forward for the industry.’



This article was first published on campaignlive.co.uk

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