Britain’s major advertisers are solidly behind the ad industry’s
hard-line stance against Equity, which has led to a boycott of
commercials work by the actors’ union, it was claimed this week.
The Incorporated Society of British Advertisers says its own poll
covering almost all the country’s large and medium-sized advertisers
reveals a determination to battle on despite the boycott, now in its
ISBA surveyed its 290 members, of whom 67 responded by declaring their
continuing support for the stance taken by their trade body and the
Institute of Practitioners in Advertising.
’We’re very pleased with the result, particularly as responses cover
almost every significant TV advertiser,’ Bob Wootton, ISBA’s director of
media services, said.
The latest survey suggests there will be no early end to the
confrontation sparked by a dispute over voiceover fees, which employers
claim have spiralled out of control.
Meanwhile, ISBA has written to its members urging them to give their
agencies maximum support during any difficulties they may encounter in
the making of ads.
Wootton said: ’Very few advertisers are having difficulties in getting
delivered what they want. In fact, there are so few problems that many
advertisers are saying that, if there is nothing happening at the
negotiating table, they might as well walk away from it. That’s very
dangerous for Equity.’
Union officials insist, however, that the employers’ united front is
continuing to crack and that there is a growing response to its offer to
lift its boycott for any advertisers and agencies willing to work under
an updated version of the 1991 agreement between the two sides.
Equity claimed this week that a number of top ten agencies were among
the 65 signatories declaring they would abide by the agreement, which
the union advertises in Campaign this week.
But Graham Hinton, president of the IPA, claimed its own poll revealed
only four agencies were prepared to sign an Equity agreement. ’These
claims and counter claims are pointless,’ he said.
This article was first published on Campaign