Britain’s agencies and clients are planning to cement their closer
working relationship through a charter that lays down ground rules on
how they should appraise each other’s work.
The Institute of Practitioners in Advertising and the Incorporated
Society of British Advertisers are asking their members how the current
appraisal system is working with a view to reaching agreement on a
charter in time for their joint conference on 7 November.
The conference takes place almost a year to the day since the two bodies
ushered in a new period of rapprochement with the announcement of a
charter aimed at eliminating the widespread abuse of the pitch system.
Nick Phillips, the IPA’s director general, who will announce the new
charter with his ISBA counterpart, John Hooper, said: ‘Last year’s pitch
charter was like a first date. Now we’re more confident about raising
the stakes in our relationship.’
The IPA is currently circulating questionnaires among member agencies to
discover how many of their clients carry out appraisals and who
instigates the process. It also wants to know how many appraisals are a
two-way process and how useful agencies find them.
Use of appraisals by clients is becoming increasingly commonplace, a
trend which, according to the IPA, agencies are eager to encourage.