One of the biggest goals of this period is the Agreement on the Process of Advertising Production between the three Associations: The Association of Spanish Advertisers, the Association of Transformative Creativity Agencies, and the Association of Spanish Advertising Producers (APCP).
It has been one of our main goals since long ago and, after two years of hard work and meetings between the involved groups, we have finally achieved it. It is an agreement that will go down in our industry’s history and entails a great advance, as it makes it possible to know all the details related to our working process. This agreement pursues the development of a more efficient advertising creativity through more transparent processes and the optimisation of the resources.
The Basic Principles set a number of rules that recommends, amongst other things, that proposed creative ideas must be realistic in relation to costs and realisation deadlines, that producers must be informed from the Briefing about the investment estimation for the production of the projects, that the briefing sheet must be a binding document for all parts involves, that in called contests there can only be a maximum of three guests, or that negotiations about economic offers must not risk the quality of the realisations of the project or break the coherence of the precious working process.
The Briefing is made up of 14 sections that gather a summarised explanation of the key aspects that describe the commission that advertisers and agencies hand to the production companies, having to provide the relevant data about the advertiser and the agency, the payment terms and conditions, the versions and formats, the terms and conditions of the usage rights to be taken into account, the casting, the filming technical requirements, the locations, the postproduction, the trips and lodging, the insurances needed, the documentations that needs to be handed to the contestants…
Furthermore, the Production Memory, that reflects the Briefing, covers a wide range of segmented contents, being now the production company responsible of specifying the commission: financial evaluation and payment deadlines, locations and filming days, materials, art and technical equipment, demos, fictions, transport, filming photography, art direction, props, wardrobe, music, subtitling, making of, audiovisual media, graphics, postproduction, images, animation, rights, and a long etcetera. They are interactive documents that will not allow you to continue unless you fill the sections with the key information.
The Model Contract consists of 21 clauses and tries to simplify the contact between the intervening parts in the production process, written in a simple and didactic way in order to favour the agreement between the parts while guaranteeing the indispensable confidentiality in every production project. Likewise, there are 4 annexes: Budget, Production Memory, Estimated Calendar, Approved Script(s).
There is still work in progress in order to improve and improve some technical aspects.
