IPA and APA launch updated Advertising Production Agreement

The IPA and APA, with the assistance of ISBA, have updated the industry standard Advertising Production Agreement, made up of the Production Insurance Briefing Specification – known as the PIBS – and a set of Contract Terms.

The previous version of the documents had been in place for many years and the industry trade bodies wanted to bring them up to date so that they can be used not just for TV advertising production, but also for filmed content in other media channels. The documents are now suitable for use with films created in digital formats and for online, not just broadcast media.

Says Richard Lindsay, Legal & Public Affairs Director, IPA: “The IPA and APA have been working together on updating these documents for quite some time. I am delighted that we have managed to produce an industry standard document that I hope agencies and production companies will find more relevant to the way productions are carried out today.”

Says Steve Davies, Chief Executive, APA: “These documents form the bedrock of the great advertising the UK produces. This latest update, that adapts them to the evolution of the industry, will provide even greater clarity in key areas for everyone using it.”

Says Traci Dunne, Consultancy & Best Practice Manager, ISBA: “It was important ISBA was involved in the process to update the Advertising Production Agreement so that we were able to consider the impact on our members and ensure they understood the implications ahead of the launch.  We have hosted a series of events and developed a supporting suite of information around client management of the production process available to all ISBA members. It is essential both marketing and procurement teams are aware of the production processes their agencies are managing on their behalf.”

Agencies and production companies will be able to use the updated documents from Monday 4 June.

The industry standard ISBA/IPA Client Agency Creative Services Framework Agreements (Retainer Plus & Project Plus) for use between agencies and clients have also been updated to incorporate these latest changes.

IPA members can download the documents from the knowledge centre.

Last updated 21 January 2022