White book

Introduction of the white book

The WHITE BOOK explains the different steps CFP-Belgium advices to follow when producing an advertising commercial. All phases of the production process, from the briefing by the client Advertiser up to the delivery of the final broadcast commercial, will be explained step by step. The purpose of the WHITE BOOK is to guide everyone who is involved in the process of producing an advertising commercial. This is a reference book that can be consulted at any time during the process; giving a detailed description of each step.

The WHITE BOOK addresses anyone who is involved in the process of producing an advertising commercial, e.g.

  • An employee of a Communication agency
  • A personnel working for an Advertiser
  • An employee of a Production company

It addresses all TV-producers (working at an Communication agency, either in permanent position or in freelance capacity) who constitute the hub for the different parties and therefore in essence guarantee the quality of the commercial they produce.

Mutual respect and trust as well as a solid collaboration are key elements in a successful producing of a commercial film, in optimal environment and circumstances.

Content of the
White Book

1. General introduction

Each advertiser considers the production of a commercial as a very important matter, not only due to the financial investment, but mainly because of the desired impact they hope the commercial will have on their clients and the companies and services which are being advertised. The production of a commercial needs a very careful and …
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2. Planning, budgeting and approval procedures between communication company and advertiser

Each Advertiser has his own approach to the production process when producing a commercial but in general; anyone involved in the production process has a good understanding of the audiovisual media industry and production costs as well as being capable to realistically estimate and evaluate time schedules. First of all, when planning a production, the …
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3. Briefing of the production company

On each production, one person will be assigned within the Communication agency to be responsible for any communication between the Communication agency and the Production company. In majority of cases, this responsibility lays within the role of the TV Producer. The TV Producer oversees the production, liaise with the Production company and monitors the production …
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4. Production offer

Each offer is based on the agreed PIBS, completed by the Communication agency, unless stated otherwise. In case of any changes to PIBS made after its submission to a Production company, Production company will be notified and will have the right to adopt changes into their submitted offer. One has to emphasise the fact that …
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5. Payment conditions between communication agencies and production companies

5.1 Confirmation of the production On the award day, the Communication agency will send the Production company an official order form. The amount indicated on the order form will have to correspond with the total amount of the approved offer (budget).   5.2 Payment terms Once the Production company receives the written confirmation of the …
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6. Insurances

6.1 In general The production process involves high risks and therefore it is very important to cover possible risks with complete and effective insurance policies. The responsibility lies with the Communication agency as well as with the Production company. It is important that the Advertiser is aware of all agreements or arrangements made. The PIBS …
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7. Artists

In terms of the production costs, artists are one of the most costly items in the production budget. It is essential that everyone is aware of this. Under normal circumstances, an approved production estimate breaks down artists fees. These fees are for shoot only and exclude any usage fees. In most cases the airing of …
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8. Music

8.1 In general Music plays an important role in most of the productions. There are three kinds of music usages: Original music: composed according to the brief specifically for your commercial An existing track specifically for purchase Library- or stock music; available for professionals in digital or CD form to be used for audiovisual use …
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9. Production royalties

Owners of work which is protected by copyright and other related rights (musicians, actors, producers etc.) will be compensated on the basis of the use of their work (such as time period, country, medium,..) Costs related to these rights will be fixed and stipulated by the PIBS and included in the final offer. If the …
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10. Preproduction- and the preproduction meeting (ppm)

10.1 In general Preproduction is defined as ‘the phase which follows the confirmation and acceptation of the assignment which leads to the filming’. The preproduction phase ends with the preproduction meeting (PPM). At that stage of production it is essential that scripts, storyboards etc. correspond with the agreed creative guidelines and that at the end …
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11. The shooting

The shoot will take place as agreed in the PPM. Before the shoot, the Production company will supply the TV Producer with a production call sheet and shotlist/storyboard with intended shoot schedule. Communication agency will present on set TV Producer and any other relevant personnel essential to the project and will arrive at the time …
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12. Postproduction

12.1 In general ‘Postproduction’ is the process in which the commercial will be completed: the process between the filming and the delivery of the broadcast material. The Production company is responsible for the execution of the postproduction. The postproduction is an indispensable part of the production and can under no circumstance be disconnected from the …
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13. Animation

Many productions are animated or have an animated component/sequence. The traditional techniques of cell-animation (drawing) or stop-frame (for instance clay figure animation) are in decline. Due to the technical development, traditional techniques have been relaxed with fully computerised processes (2D or 3D-animation). Even in digital animation, it is advisable to consider engaging services of an …
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14. Multinational production

In case of a multinational production, it is important that the Advertiser decides as soon as possible; e.g. when initially briefing the Communication agency. Not making other parties involved aware of this option in time will result in unforeseen costs. Once a TV-commercial has been made; any further modification of the basis brief can be …
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15. Material storage

Upon the request made by the Communication agency or the Advertiser, the Production company can store the rushes for a period of up to two years. A one-off archiving cost will be included in the production offer. Within this two-year period there will be no liability for the Production company for the storage risks involved. …
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