ISBA is pushing ahead with plans to almost double its membership
and revenue in the early years of the new millennium.
The current subscription list of more than 300 advertisers is already 40
per cent up on three years ago, and the society wants to drive it to 500
by the end of 2001.
A successful recruitment campaign would also boost ISBA’s annual income
from the present figure of pounds 1.4 million to pounds 2 million.
ISBA chiefs believe the target is achievable on the back of recent
successes which they claim have proved the benefits of collective
In particular, they cite the ad industry’s victory in the marathon
dispute which led to a commercials boycott by members of Equity, the
actors’ union, and ISBA’s lobbying of the Independent Television
Commission for News at Ten to be moved.
Peter Blackburn, ISBA’s president and Nestle’s UK chairman, admitted the
stand-off with Equity had ’caused many of us some pain’.
But he told the conference: ’We should take credit from the fact that
our collective resilience is paying dividends with significant
reductions in the disproportionately high costs we were previously
paying for voiceovers.’
And he also questioned the need to renegotiate the 1991 agreement
between employers and the union, the expiry of which led to the
’Our view is that we now have a free market within which we can
negotiate for and properly reward the talent that helps us make our
advertising effective,’ Blackburn said.
He described the success over News at Ten as ’a big out-of-the-ground
six, an unexpected triumph against overwhelming odds’.