The long-awaited findings of two years of investigation into commercial
production procedures are published this week, as an industry working
party makes public its updated report, known as Pliatzky 2.
The handbook reiterates the original document’s plea for agencies to
allow suppliers time to plan and budget for the making of commercials.
The 12-strong committee is made up of representatives of the
Incorporated Society of British Advertisers, the Institute of
Practitioners in Advertising and the working party of representatives of
the Advertising Film and Videotape Producers Association.
Under the chairmanship of David Lamb, a former client at Rowntree
Macintosh, four new chapters have been added to the updated booklet,
which was originally published in 1987.
New chapters look at animation, insurance, the employment of artists and
multinational commercials.
Talking about the insurance guidelines, Lamb warned: ‘The industry used
to take basic insurance cover for granted, but we are now recommending
that all aspects of production are insured.’
The handbook, which was originally to be issued a year ago, covers every
aspect of the process of producing commercials and aims to ensure
transparency in all briefing, budgeting and contracting matters.
The book contains a complete set of industry documentation and updated
contracts, including the production contract itself, which takes into
account changes in the copyright law.
Cecilia Garnett, the chief executive of the AFVPA, said: ‘The new report
is a working manual and represents a big step forward for the industry.’
