A Letter To Advertisers From Producers Worldwide

Dear Advertiser,

We have joined together with producers associations worldwide to create this letter to you. We think the message is important because we believe agencies directing you toward their own in house production offering are in many instances obscuring your access to the best directing and production talent and to value. Please read the letter in full but in summary it explains that the best directing and production expertise is in the independent sector and the open market is the best guarantee of value for advertisers – as against the choice of a monopoly supplier in the form of an agency in-house production entity.

We ask advertisers to ask two simple questions if their agency proposes producing films itself:

1) Why is that better for my brand than working with independent producers who
compete openly to deliver the best quality film at the best price?

2) Is the agency acting primarily in my best interest or their
own?

Best regards,
The APA.