IPA (Institute of Practitioners in Advertising)’s Post

Last week, The IPA, Advertising Producers Association (APA) and ISBA launched a new Production Pitch Process Initiative to help improve the production pitching experience for all sides. The Initiative features a number of principles and associated key actions for all parties to agree upon in acknowledgement of the increasing pressures on all parties. The principles and key actions * Fairness: All scripts or other creative put up for pitch must be comprehensively finalised and approved for production unless clearly stated. Any payments of reasonable pitch hard costs to Production Companies by Clients via their Agency, in the event of a project being cancelled without award, should be discussed and agreed in advance of the pitch. * Transparency and communication: Honesty, respect, constructive feedback and openness from all throughout the process. * Economic sustainability and reasonable workload: Size, nature and timings of treatment should be mutually agreed and appropriate to the circumstances. * Orderly and timely process: As far as possible, sufficient time should be protected for pitch steps and all agreed deadlines adhered to, including client presentations and award. * Realistic briefs and expectations: Scripts should be developed and briefed with a viable budget, and pitches should be within that budget. For more info on the Production Pitch Process Initiative: https://ow.ly/EXvc50SH980

'Most of our creative value and brilliance as an industry is given away for free in a pitch (...)  If we don't value [creativity] and protect it, then how are we expecting our clients, or our competitors, to value and protect it, either? 'The creative industry works on the goodwill service model, which is, ‘If we give away our fantastic creativity in pitches, we're more likely to win the pitch.' It's commercially un-viable as a business model.' 'The difference between the legal industry and the creative industry is that the legal industry has been incredibly rigorous about not only the billable hours but the billable minutes. And if you are going to run a labour model, then you need to be tough, you need to be unemotional about it. The legal industry doesn’t have what I call ‘the goodwill service model’, which is, ‘the more we give away for free, the more value we will see coming back at us’. ' 'When creative agencies had media commission, they knew they were making their 15% margin from the media. So a lot of the additional services that agencies back then invested in – account management for one, strategy and planning for another – were there as additional service elements to the main commercial model. And they were there to retain clients and also differentiate [agencies] from their competitors. But the margin was taken from the media, so there was less of a requirement to properly monetise creativity or additional capability areas, like strategy and planning.'

#PartnerPost Where do all the ads go? Creative teams across the advertising industry consistently produce innovative, excellent content. Despite the time and money invested into content production, brands lack visibility into where these creative assets ultimately end up. Research from CreativeX indicates that 52% of assets produced are never used, leading to billions in wasted spend across the industry. Discover the full rundown from Most Contagious NYC → https://cont.gs/3UPaOEl

When developing the REFRAME guidance, audio description frequently came up as a challenging element to include in advertising. Sonali Rai from RNIB gave us some brilliant insights on the importance of sound design and how to approach it. Listen here to find out more, access the full guidance here https://lnkd.in/eNpRUySJ

☝️ I'm currently working with a CIC on a retainer basis where we're achieving some amazing results with video marketing (stats to follow in a future post). 🎯 One of the on-going marketing goals is to get media and press coverage. Straight away I noticed they didn't have a press centre page on their website. So I'm constructing one now and pulling together all past and current video assets we've made into one central location. 😃 This is a win-win for the company, it means journalists and the press can get assets and the correct information much quicker. 📰 The press works at rapid speed to get stories out. So requesting and waiting for information and assets can limit your chances of coverage. Having all this ready to go in a central location is going to give you a greater chance of coverage. 🙃 It also means I now have go back through previous videos, remove music that hasn't got a broadcast licence and to look back at some of my… rather questionable colour grading choices 😂 and neaten them up! // divine.media #videoproduction #videomarketing #mediapress #presscoverage #mediaassets #videoassets #marketingtips

So important for advertisers and agencies to consider sound design in their creative and production processes. To not do so a) misses a valuable audiences, b) risks alienated a valuable audience c) leaves a valuable audience open for another advertiser and d) is just plain rude!

Hey Everyone - As many of you already know, media optimizations can only do so much to impact performance. It always starts with a strong script and implementation. This post does a great job compiling exactly what you need to know. Check it out!

The Evolution of Branding Excellence | The Global Impact of #CNN In the fast-paced world of marketing and advertising, CNN International Commercial and have emerged as pioneers of innovation and creativity, setting new standards in the industry. Their transformative vision and emblazoned universal commitment to excellence have propelled them to global recognition, solidifying their position as a powerhouse in the new dynasty of branding. Through a captivating 2023 campaign by DP World, intricately blending branded content with the editorial sponsorship of the 'Global Connections' series, CNN has enabled to amplify its ability to create masterpieces that resonate with audiences on a global scale. This groundbreaking approach has not only earned them prestigious nominations for the Best International Media Campaign in the UK but has also set a new benchmark for strategic storytelling and impactful branding. Prioritising a proactive and innovative style, the visionary individuals at CNN have redefined the landscape of brand creation, demonstrating a game-changing approach that pushes boundaries and challenges norms. Their dedication, initiative, and transformative vision shine through in every project they undertake, reflecting a commitment to excellence that is unparalleled in the industry. From being recognized as a #powerhouse to now establishing themselves as a global #powerhub, CNN International Commercial and CNN Create Brand Studio continue to lead the way with their creative solutions and multidimensional designs that elevate brands to new heights. Their masterminds in branding creations skillfully weave their superpower into every project, setting a new standard of excellence and inspiring others in the industry. As the world eagerly awaits the announcement of the winners at the M&M Global- Awards in September, the excitement surrounding CNN's remarkable achievements continues to grow. Their journey from being a powerhouse to a global power hub is a testament to the transformative impact of their innovative branding creations, solidifying their place as a beacon of inspiration and innovation in the world of marketing and advertising. This is, #CNN #MarketingLeaders #InnovationTrailblazers #CreativeGenius #GlobalInfluence #BrandExcellence #ProudPowerhouse #IndustryPioneers #TransformativeVision #BrandIdentity #WalkWithPride #CreativeHub

🚀 Neuigkeiten Vom CFP-E, dem europäischen Dachverband! 🙌🏼 Florence Jacob and James Hagger, elected to the presidency of the European Federation of Advertising Film Producers. We are proud to announce the election of Florence Jacob as President and James Hagger as Vice-President of the CFPE. This election promotes an ambitious vision and a bold program for the European advertising production profession. Florence Jacob and James Hagger were elected to become the new driving force unifying Europe towards achieving common objectives. The many subjects requiring in-depth European dialogue with advertisers and agencies will be at the heart of debates to defend independent producers and European directors. The objective is to become an effective association that responds concretely to members' problems, encourages best advertising production practices in Europe, and informs all players in the sector about the defended values. The program developed by the duo seeks to transform the CFPE into a global lobbying force, unifying independent productions across Europe. Key objectives include negotiating contracts on a European scale, supporting initiatives related to compensation for country-specific pitches, and uniting independent productions to positively impact the entire sector. The main goal is to rightfully position independent producers as artistic and financial collaborators, cultivating talent in the service of advertisers. Working groups have already been established at the European level to address key issues such as pitch fees, payment deadlines, CSR, (Corporate Social Responsibility) AI and inclusiveness. Regular meetings, both virtual and physical, will be organised to strengthen the collaboration within the European countries and advertising production in general. Given the transformation of the advertising production market and the challenges confronting independent advertising film producers, Florence Jacob and James Hagger aim to unite European companies, forging a collective front against attacks and malpractices. The goal is to empower these companies to defend themselves with a unified voice. Independent producers play a key role in the feasibility of pitches, as they finance the development of directors and the training of new production teams. These investments must be acknowledged and protected to ensure the longevity of the profession. The presidency and the board will work hand in hand on all subjects. The objective is to transform the association into an effective body that directly addresses members' problems, promotes best advertising production practices in Europe, and informs all players in the sector about the values upheld. Commercial Film Producers of Europe Florence JACOB James Hagger Corinna Nugent Myriam Zschage Nadine Thoma tina schumacher Produzentenallianz Services

Our industry needs this. "Just as enlightened businesses commit to operating responsible and sustainable supply chains, there’s a need to reform agency selection practices to be safe, ethical, sustainable, and better suited to quantifying the value of expertise." In September 2023, ACA published The Five Agency Partnership Principles to encourage marketers, pitch consultants and agencies to: REFLECT on the cost of pitching for both parties, both financially and psychologically RESET the default selection process REDUCE the number and scale of pitches, particularly for low-value project work AGREE fair and equitable commercial terms PROTECT the health and well-being of our people