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Clearcast Newsletter Autumn 2011 CLEARCAST NEWSLETTER INTRODUCTION AUTUMN 2011 Hello from Chris Mundy 4

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Clearcast Newsletter Autumn 2011 CLEARCAST NEWSLETTER INTRODUCTION AUTUMN 2011 Hello from Chris Mundy 4 Clearcast Newsletter Autumn 2011 CLEARCAST NEWSLETTER INTRODUCTION AUTUMN 2011 Hello from Chris Mundy 4 Editor CLEAR Eleanor Bonnet A view from the Copy Committee 8 Contributors Looking for a different type of Clearance? 10 Adam Bloxham The Olympic Games 12 Anna Morris Our 2011 Agency Survey results 14 Ayesha Labrom Training 16 Barry Noone Advertising at Christmas 18 Cathy Preece Chris Mundy Pitching it right 21 Elliot Lord Flash Testing: how did it all come about? 22 Geoff Russell (IPA) Black and ethnic minorities in ads 24 Jo Walker Our Euro Advice goes international 26 Justyna Shala Kristoffer Hammer CAST Matt Baily Niamh McGuinness Hellos, Goodbyes, Promotions and Babies! 30 Wedding News 32 Design Five minutes with a consultant: Professor Harry Keen 34 We Made This Inny & Outty 36 www.wemadethis.co.uk Anna Morris: A Clearcast Profile 38 THE BACK PAGE Dear Jackie 44 contenDid you Know...? ts46 2 Clearcast Newsletter · Autumn 2011 Clearcast Newsletter · Autumn 2011 3 INTRODUCTION Welcome to the Autumn Edition of the Clearcast newsletter. Hello The last one came out just before the Clearcast party at Cable; if you want to relive that event you can find the photos here. Clearcast love ads; we watch over 60,000 a year and there’s nothing Chris Mundy we like more than ads that try and do something different. In this Managing Director edition, Cathy Preece explains how we clear ‘live’ ads. Also, with Christmas approaching fast, Matt Baily outlines some timely Dos and Don’ts for Christmas ads to help you avoid common pitfalls. We now have the results of our third agency survey. Thanks to all of you that took the time to complete it. We’ve used these surveys to help us identify our priorities and we’re pleased that as a result, perceptions of Clearcast continue to improve. You’ll find some headlines inside and more on our website. You may have seen the figures published by the IPA on representation of BAME (Black, Asian and Minority Ethnic) people in commercials. It came from the information entered by agencies on Adway when they submit ads for clearance. The data is only as good as the underlying data and given the importance to the industry of ethnic representation, please do help by taking care over this. There’s much more over the next few pages. We try and make the newsletter as interesting and useful as possible; if you have any suggestions please get in touch. Chris www.clearcast.co.uk 4 Clearcast Newsletter · Autumn 2011 Clearcast Newsletter · Autumn 2011 5 A view from the Copy Committee 8 Looking for a different type of Clearance? 10 The Olympic Games 12 Our 2011 Agency Survey results 14 Training 16 Advertising at Christmas 18 Pitching it right 21 Flash Testing: how did it all come about? 22 Black and ethnic minorities in ads 24 Our Euro Advice goes international 26 clear 6 Clearcast Newsletter · Autumn 2011 Clearcast Newsletter · Autumn 2011 7 CLEAR The key role which Clearcast plays is maintaining the trust of British A view from the consumers in TV advertising. The BCAP Code may lay down the rules, the ASA may act as the policeman – but Clearcast is there to ensure copy committee that creative enthusiasm does not stray beyond what is permitted – and land both advertiser and agency in trouble. Geoff Russell Company Secretary & Director of Media Affairs at the IPA Of course, there will be tensions from agency creatives and clients, but as long as the pre-vetting body is clear, consistent and fair in its Clearcast’s Copy Committee is made up of representatives of processes and judgments – everyone wins. Broadcasters, ISBA and the IPA and makes the final decision on clearance appeals. Geoff Russell is Company Secretary Sitting on the Clearcast Copy Committee, I see the difficulties which and Director for Media Affairs at the IPA and is an observing exist in judging whether commercials are in line with the Codes. What member of the copy committee. He’s written the following is permitted and what disallowed is the subject of detailed debate. No- piece for us… one wants to block a commercial, but everyone is aware of the duty they have to protect the agency, advertiser, and, above all, the consumer Ask anyone in the street to name their favourite TV ad and they will from anything which might damage trust in, and the reputation of, the give their response in milliseconds. Likewise, they will be able to tell industry. you – often in no uncertain terms – which commercials they don’t like! Advertising is part of the fabric of all our lives, and we are informed, I like to think that the decisions the Committee makes – if not always educated and entertained on a daily basis by commercial messages. Of liked – are fair. I may sometimes disagree with an outcome, but at least course, many do not acknowledge the role that advertising plays, not I know that the work in question has been fully considered and a con- only in stimulating the economy which keeps them all employed, but clusion reached by majority vote. also in helping to fund over half the media they watch, listen to, or read. Clearcast is a vital cog in the machinery of advertising self-regulation People have advertised their goods and services since the earliest times, which, in turn, is key in preserving the integrity of the UK advertising and other people have responded by trying out and sometimes becom- industry. At the end of the day, whether the man on the street loves or ing devoted fans of the items they’ve seen, heard or read about. But the hates the ads he sees, at least he can trust them. And on that rests far cycle only works if people can trust the messages they receive. And more, socially and economically, than he (and most of us) would ever that’s why organisations like Clearcast and the ASA play such an im- care to think. portant role. 8 Clearcast Newsletter · Autumn 2011 Clearcast Newsletter · Autumn 2011 9 CLEAR filmed as close as possible to transmission with two of our team clear- Looking for a different ing a pre-production script in the days leading up to filming and trans- mission (although there are often plenty of changes on the day!) There type of clearance? is a charge for this type of clearance, but it does mean you get our ex- perts there to give a final ‘ok’ compliance-wise to your film and you Cathy Preece can get it on air almost the moment filming has finished. Copy Group Manager We also do ‘Saturday/Bank Holiday’ clearances for ads where there is a last-minute story to break (normally for newspapers). For the Royal Wedding of the Duke and Duchess of Cambridge we received a pre- production script from The Daily Mail earlier in the week but the paper wanted to drop in ‘up to the minute’ wedding photos and have an ad on air the day of the wedding. The photos were slotted into the ad soon after the wedding and then two members of our clearance team quickly cleared the advertisement from our Adway site ready for immediate transmission. For further details on ‘as live’ or ‘Saturday/Bank Holi- day’ clearance charges, please contact Clearcast’s Head of Policy and Photo © T Mobile T © Photo Customer Operations, Kristoffer Hammer. Broadcasters and advertisers are always looking for new ways to engage their audiences and little beats the excite- We also on occasion make set visits (one of our execs, Barry Noone, ment of a ‘live’ ad. visited the set of AMV’s much-anticipated BT ‘Wedding’ and I was lucky enough to attend the filming of T Mobile’s ‘Welcome Home’ ad We can help with this by doing on-set clearances for ‘live’ ads (really at Heathrow Terminal 5). On set visits, as well as getting to see ads ‘as live’, as tv ads always require some sort of compliance ‘stamp’). We being filmed, we learn exactly how much work and how many people have been on set in this capacity for several projects. A few years ago, go into making an ad! we had an interesting and very muddy trip to V Festival and then did on-set compliance for Match.com, filmed by an American agency at Don’t forget that Clearcast also offers a late clearance service for ads ITV’s studios on the South Bank. In August this year, two of our that require provisional approval but cannot be uploaded by 5pm on staff members again went on set to advise on compliance for an ad for a particular day (but can be fully uploaded by 6pm); for more details Virgin’s V Festival Ticket give-away. This type of ‘live’ ad is normally please see: www.clearcast.co.uk/late-clearances.html 10 Clearcast Newsletter · Autumn 2011 Clearcast Newsletter · Autumn 2011 11 CLEAR This protection relates to the Olympic and Paralympic symbols, the The Olympic Games London 2012 emblem and all the supporting designs including mas- cots and pictograms depicting individual sports. It also extends to the words “London 2012”, “2012”, “LOCOG”, “Javelin Team GB”, “Get Set” and “Games Maker”, if used in a way that would create a link with the Niamh McGuinness Games. Head of Copy Clearance Straightforward enough, but as with many areas of advertising it’s not that simple - the 2006 Act also gives LOCOG the right to stop the cre- ation of an association with the Games through the use of certain listed expressions used in a way that creates an association with the games.
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