IPA dismisses Equity relaxation of boycott

Ad industry chiefs clashed with Equity this week over an offer by the actors’ union that would allow agencies to sidestep its boycott of commercials production.

Ad industry chiefs clashed with Equity this week over an offer by

the actors’ union that would allow agencies to sidestep its boycott of

commercials production.



Equity claims that 34 agencies appealed to the union to lift the ban for

specific campaigns, adding that the union would abide by an updated

version of the 1991 agreement between the two sides.



But the Institute of Practitioners in Advertising insists that only four

agencies questioned in a survey said they might take up Equity’s offer

of ’one-off’ campaigns.



Graham Hinton, the IPA president, said: ’Our figures are absolutely

clear.



I just don’t believe what Equity is saying.’



To test agency reaction to its tactics in the dispute over voiceover

fees, the IPA polled 125 member shops which between them account for

about two-thirds of artists’ engagements in TV ads.



Of the 90 that responded, 86 said they backed the IPA and the

Incorporated Society of British Advertisers to secure a big cut in

voiceover pay.



Equity said the 34 agencies which took up its offer included some of the

UK’s largest, although it declined to name them. ’While the IPA talks up

its lack of problems, we’re being told by creatives that their lives are

being made very difficult,’ a spokesman said.



Live Issue, p8.



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