Yes, APA members produce digital content, as well as TV commercials.
We help them contract those productions and to keep up with the opportunities that the digital world provides, in terms of website development, outdoor screens, iphone apps etc.
In terms of contracting, there are two options for commercials. The process of creating a commercial for the internet is fundamentally the same as producing a TV commercial. A script and treatment are agreed, a budget is agreed and production milestones and delivery dates set out. Thus, the standard industry- APA/IPA/ISBA production contract is, ordinarily, the most appropriate basis of contracting. This has become the most common basis of contracting digital content, recognising that production companies produce commercials of the calibre they are known for and that, and that the cost of so doing, rather than the medium in which the commercials appear, is the basis for contracting/budgeting.
The alternative, which is likely to be appropriate when the production company is originating the concept/scripts or is the APA digital commercial contract (under draft agreements).
We also help members with projects which involve producing content in addition to film content. Very often that will mean the construction of a website, often to host films they are producing. This area of digital production requires a completely different approach to project management and production. The skills and contracts required are more akin to the commissioning and delivery of an IT project. Particular challenges are identifying what the client wants and managing changing expectations and demands: scope creep.
We are also working toward achieving a standard form of contract terms and a scope of works document which will assist members in identifying the client’s requirements at the outset.
Keeping members up to date with the opportunities digital media provides, in terms of the content required for media outside of TV, centres around our Future of Advertising event, held annually at BAFTA, and extends to ad hoc events throughout the year.
The Future of Advertising has established itself as the most insightful insight into these new opportunities. We draw the best speakers, across the range of opportunities that new means of reaching consumers are providing to advertisers and those who help them achieve their goals.
We pack them into one afternoon and charge a price more affordable than any comparable event. The best speakers in the shortest time and at the lowest price is a winning combination.
See who has spoken on what at Future of Advertising events to date:
Download PDF: APA_FOA2010_programme.pdf
Download PDF: APA_FOA2009_programme.pdf
Download PDF: APA_FOA2008__programme.pdf
