IPA And ISBA Issue Best Practice Guidelines On Press Advertising Production

The Institute of Practitioners in Advertising (IPA) and the Incorporated Society of British Advertisers (ISBA) have joined forces to produce a new set of best practice guidelines for the production of press advertising. The guidelines, which aim to help advertisers and agencies, identify four potential “pressure points” which can damage efficiency.

Bob Wootton, ISBA’s director of media and advertising affairs, said, “We urge all advertisers to make use of these guidelines, which offer comprehensive advice on managing the press production process to the highest possible levels of efficiency.”

The document was prepared through discussions by ISBA’s Press Action Group, supported by Bob Wootton at ISBA, Joe Da Silva at Bartle Bogle Hegarty and Mark Rasdall at the IPA, and took six months to finalise. The key pressure points identified by the document, which if dealt with could avoid potential problems at the early stages of negotiations, are:

• Approval of the briefs- creative and media – and budget
• Approval of the concepts and a ball park estimate for production
• Approval of the production estimate and preferred supplier(s) and
• Approval of the estimate for supply and distribution.

Wootton continues, “Print production can be a thorny area, with the potential for costs to rapidly spiral out of control if the process is poorly managed. Using these guidelines, which have been jointly produced with the IPA, will help advertisers prepare for the process and achieve the right results, for the right price.”

Copies of the guidelines are available in pdf format to members of the two bodies on their respective websites (see below) and to non-members on application.

IPA: 020 7235 7020 www.ipa.co.uk ISBA: 020 7499 7502 www.isba.org.uk

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