The audiovisual advertising production sector reached an Agreement on Best Practices last year. This consensus, reached between the Spanish Association of Advertisers (aea), the Association of Transformative Creativity Agencies (ACT) and the Association of Advertising Film Production Companies (APCP), seeks to “generating more effective advertising creativity through more transparent processes and optimisation of resources”.
But do you know these 10 principles? If you know them but don’t remember them, here is a brief summary:
- Effective production starts even before creativity.
- In order for the production company to optimise the use of resources in its production design, it is advisable for it to be informed – transparently and from the briefing – of the estimated investment for the production of the project and its schedule.
- The briefing template is a fundamental tool for the production company to build its proposal and economic offer. For this reason, it must be a binding document that is known and accepted by all parties involved in the project, Advertiser and Creative Agency.
- AEA and ACT recommend not to hold production contests with more than three guests.
- Production competitions must be dealt with in a transparent and fair manner.
- The Production Briefing document submitted by the Production Companies as part of their proposal (together with the budget and schedule) must literally take into account what is indicated in the briefing.
- It is recommended that the Production Companies participating in the competition present their proposals and the treatment of the directors in meetings with the participation of all parties involved in the project.
- It is recommended that the negotiation on the offers be done without jeopardising the quality of the project implementation and without undermining the proposals made by the Producers.
- The communication of the approval of the project must be made in writing and implies responsibility for the possible consequences of postponement or cancellation. As soon as possible after this notification, the Advertising Production Contract must be signed.
- In the process of project implementation, any unforeseen event or change that involves a variation on the agreed budget or timetable must be previously known and accepted by all parties.
You can consult the three documents here:
Fuentes: APCP.
