OPINION: Equity battle will yield only small gains

Are cracks appearing in the united front presented by the industry in its confrontation with Equity?

Are cracks appearing in the united front presented by the industry

in its confrontation with Equity?

Four months after the union called its boycott, it seems the dispute is

causing pain for little gain.

Creative directors complain of having to divert energy to get

performances from amateurs that Equity professionals would give in a

fraction of the time. There are worries that big clients, less dependent

on personality-led advertising, are behind the industry’s macho


The row over voiceovers has spiralled out of control, not least because

of Equity’s mistaken belief that agencies are awash with money. But

while the industry must keep all costs under scrutiny, the dispute

should be kept in perspective.

Any gains resulting from victory will be small when compared with the

size of many media budgets. There are much bigger issues on which the

industry could stake its reputation. As each side waits for the other to

blink, advertising and hard-pressed actors alike are being hurt.


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