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