ANA/4A's panel discusses strike

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The Joint Policy Committee of the Association of National Advertisers and American Association of Advertising Agencies warned against signing interim agreements with striking commercial actors, as the committee held a forum May 9 to review procedures for developing commercials during the strike. Committee counsel Ira Shepard called interim pacts with the Screen Actors Guild/American Federation of Television & Radio Artists "a short-term fix with a long-term price tag." He contended: "What agencies may not realize is that once they sign, they are bound to the unions' terms--not just for the current commercial in production but for all other clients, now and perhaps even after the strike is settled." The forum--held for New York metro area agencies, advertisers and advertising producers--drew more than 200. "Many advertisers and agencies have shot commercials since the strike began, and this will continue until we reach a fair and equitable settlement," Mr. Shepard said. "We cannot accept SAG/AFTRA's extreme demands. The advertising industry will conduct business as usual during the strike." The committee's contingency plan for producing commercials includes: hiring non-union talent, using SAG/AFTRA members who choose not to strike or shooting commercials abroad.

Copyright May 2000, Crain Communications Inc.

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