Your Hotline piece on NABS (Campaign, 20 October) emphasised the need
for a greater involvement and contribution from the below-the-line
industry.
Can I make the following observations. Firstly, the below-the-line
industry has dedicated itself to a higher commitment to NABS.
Indeed, a meeting took place earlier this year between NABS, the Sales
Promotion Consultants Association, Direct Marketing Association and
Institute of Sales Promotions to discuss a formal relaunch of NABS and
the ‘payroll giving scheme’ to respective members. We also hoped to
bring in the Public Relations Consultants Association and design
sector. This is reinforced by my statement featured in the recently
published NABS annual report.
It was agreed that the programme would await the conclusion of the NABS
identity review and advertising relaunch plan, currently being conducted
by Saatchi and Saatchi. Within this review, we expressed a desire for
NABS to be more broadly focused across the whole communications
industry.
I understand, however, that the new ad campaign is currently built
around major advertising personalities.
I do not believe that the new campaign and identity are dedicated to
just addressing the below-the-line issue. This is an important
consideration, but not the central one, which continues to be total
revenue generation.
As I understood it from NABS, while there has been a discrepancy between
below -the-line generated funds and funds dedicated to helping people
working below the line, it was not as high as you suggest. More like 6
per cent in versus 10 per cent out. Any discrepancy has to, and will be,
sorted out, but such exaggeration doesn’t help.
The ultimatum that NABS may have issued was a long while ago, and was
answered by the commitment of all the appropriate trade bodies to act
once the repositioning exercise was concluded and communicated to us.
Kerry O’Connor, SPCA, London EC1
