The months of deliberation and bickering have finally yielded an agreement among the British television industry as it prepares to launch its own marketing organisation responsible for the promotion of TV advertising.
Akin to the Radio Advertising Bureau (RAB), the marketing body will comprise most of the UK's commercial TV stations and the Advertising Producers Association. According to APA ceo Steve Davies, the ad production company representative will offer "ideas and research" rather than finances.
Previous quarrels over the establishment of the new organisation centred around its funding, which was to be split between the TV companies based on their share of net ad revenue, although each station would be granted equal voting rights.
This issue has now been resolved, together with budget details and objectives, and an operating structure is expected to be revealed in the next few months.
Now all the new marketing body needs is a name. Its working title, the TV advertising bureau, is deemed too similar to that of its radio counterpart, RAB.
Suggestions on a postcard anyone …?
Data sourced from: BrandRepublic (UK); additional content by WARC staff