CAMPAIGN CRAFT: FORUM - What sort of person should take over at the AFVPA?

CASPAR DELANEY

CASPAR DELANEY



managing director



Four Hundred Films





’What is needed is



a Terry Venables, well-liked and respected by all, who is good with the

media and has bags of experience’





The difficulties in choosing a new Advertising Film and Video Producers

Association head are similar to those in choosing an England football

manager: most of the best-qualified candidates such as Jo Godman and

Mary Francis are already gainfully employed. It can also be a thankless

position that attracts flak from all sides.



Aside from the negotiations and meetings with the unions, a lot of the

most sterling work of Cecilia Garnett, the former head of the AFVPA,

went unreported, such as mediating in disputes between companies and

agencies, organising training schemes and monitoring new legislation

This work must continue, but there is also an opportunity for the next

chairperson to improve the association’s image and present its arguments

in a more favourable light.



For numerous reasons, production companies have had to change and adapt

in recent years and will have to continue to do so. If the association

is to remain relevant, it too will have to adapt alongside its

members.



What is needed is a Terry Venables, well-liked and respected by all, who

is good with the media, has bags of experience and is in between jobs or

semi-retired. John Hackney?





NICK SUTHERLAND-DODD



executive producer Arden Sutherland-Dodd





’Somebody who the unions respect. Somebody who the agencies respect. A

confidante and trusted advisor’





A strong negotiator with the unions.



A strong negotiator with agencies.



A lawyer.



A debt collector.



Somebody who the members respect.



Somebody who the unions respect.



Somebody who the agencies respect.



A confidante and trusted advisor.



A catalyst for ideas.



A head full of common sense.



Cecilia?





JOHN RAAD



deputy director-general



IPA





’The individual should have a positive nature, have good team skills and

be committed to win-win solutions’





I believe that a key objective of the AFVPA is to raise the reputation

of production companies as responsible business partners of agencies and

clients. As a result, the AFVPA will need to demonstrate that production

companies are not only creative contributors, but also responsible

custodians and investors of their clients’ budgets. This will mean the

AFVPA negotiating effectively with third parties, training production

company staff to work professionally and improving business

relationships with agencies and clients.



What qualities will the AFVPA head need?



First, broad experience of the business, ideally including spells in

both production companies and advertising agencies. Such direct personal

experience of both sides will give the AFVPA credibility in its dealings

with all of its associates. Second, the person should be enthusiastic

and committed. This will encourage maximum participation by members in

identifying goals and helping to achieve them.



Third, the individual should have a positive nature, have good team

skills and be committed to win-win solutions.



Finally, administrative skills are key to ensuring that worthy

programmes are translated into tangible results.





DAVID PRYS-OWEN



managing director Focus on Film





’Working producers will always be at a disadvantage when faced with

their agency clients across the negotiation table’





The answer is Paddy Ashdown. No, really. Think about the similarities

between the Liberal Democrats and the AFVPA. For a start they are both

small groups that are outgunned by bigger parties/trade associations and

so they have to use greater guile and political skill to achieve their

ends. Cecilia Garnett’s house style was confrontational and this could

make negotiations difficult. Her departure, for whatever reason, is a

chance to make a clean start.



What are the requirements for a successor? You don’t need someone

full-time - if you were to cut down on Ashdown’s European adventures he

could still keep his day job.



Yes, it would help to know the industry but working producers will

always be at a disadvantage when faced with their agency clients across

the negotiation table. That is why the head of the AFVPA ends up being

an outsider.



If it is a professional politician then try to get one with no sleaze -

not always easy. Ashdown’s training as a Royal Marine is not a bad start

and then there is the bonus of being able to front a recognised

personality.



Finally, wearing my cost hat, when you look at what MP’s get paid, the

guy’s got to be cheaper than his predecessor, so why not make the call?



Topics

Become a member of Campaign from just £46 a quarter

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.co.uk ,plus get exclusive discounts to Campaign events

Become a member

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

Partner content

Share

1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).