These initiatives come as a result of external consultation, which has demonstrated that these are areas which the advertising industry has called for. The two initiatives follow the introduction of a Claims Support Model and Workflow and Escalation Procedures published. It is expected that these initiatives will contribute to further reinforcement of the successful co-operation between advertising agencies and Clearcast. They will also enable Clearcast to demonstrate transparency and enhance confidence in it's decision making.
SERVICE LEVELS
Clearcast has two principal functions; the examination of pre-production scripts and the pre-transmission clearance of finished television ads. The introduction of Service levels demonstrates Clearcast's willingness to measure its performance and to share that information with the industry at large.
The turn around time for submissions to Clearcast is affected by external factors. It has therefore worked towards identifying stages within the process that can be meaningfully measured, and that reflect the efficiency of its services.
Illustration of key performance indicators will be provided through regular analysis and reporting of statistical data offering a commentary on performance within the copy clearance workflow.
Clearcast will use these figures as a benchmark of its services and to introduce Service Levels for the turn around time for scripts and rough-cuts and clocked ads.
Clearcast aims to continue to approve, or provide feedback on, clocked or rough-cut ads for 95% of submissions within two working days from the time of ingestion. We will also assess if changes to procedures or practices might increase that figure.
Further indicators around Clearcast's performance will be introduced, to facilitate our endeavour to demonstrate accountability in line with customers’ expectations and industry requirements.
In support of Clearcast's commitment towards continuous improvement we would urge agencies to ensure scripts and ads are submitted correctly with all relevant supporting documentation to sustain efficient handling of the same. Registration on and use of its digital delivery system is also encouraged.
Click here to see the full Service Level document.
IN-HOUSE SPECIALISTS
As a part of its customer facing role, Clearcast is committed to providing consistent, well informed and high quality advice to agencies and advertisers. It is introducing in-house specialists in an effort to further advance its work with agencies.
Background
Clearcast’s role is to ensure that TV advertising complies with the TV Advertising Standards Code. An essential part of the process is to ensure that claims can be fully supported. In this process, it is important that Clearcast’s copy executives are appropriately equipped to work with scientific and technical submissions.
Research carried out by Clearcast among its stakeholders, indicated a general perception of a lack of expertise among Clearcast executives. It also reported a perceived disparity between the services received by agencies.
The introduction of the in-house specialist system aims to change those perceptions and to display Clearcast as a knowledge based organisation that, through its expertise, gives consistent and informed advice to all agencies and advertisers. The system allows for further development of the advisory and facilitating role of Clearcast in helping advertisers getting and keeping their ads on air. It will also contribute to a confidence in Clearcast’s decision making processes.
Through the introduction of the in-house specialist system, Clearcast is also addressing the increasing complexity of claims it has to assess in a more heavily regulated environment.
How it works
In-house specialist groups have been set up in certain areas which are considered demanding in terms of copy or technical areas.
Each of the groups pull together clearance staff with varying levels of experience that can draw from each other’s knowledge through consultation when necessary. The system will allow those with less experience to grow and develop their knowledge and better equip them to provide agencies and advertisers with high quality advice through negotiations on submissions.
The groups will work in a structured manner, to ensure that any developments or new areas within the categories are consistently dealt with across Clearcast. The groups will allow for improved internal consultations, covering both considerations of copy issues, as well as scientific and technical evidence. The system is not, however, intended to replace the need to take independent expert advice on technical or scientific substantiation, where it is necessary.
With the formalisation of the specialist groups, Clearcast will be able to better manage and enhance knowledge, contributing to consistency and efficiency.
Benefits to service users
Access, through normal Clearcast contact, to a dedicated bank of knowledge within specified categories of advertising.
Confidence in the consistency of advice irrespective of experience of Clearcast contact or user profile.
Fast, specific feedback in specialist areas from informed experienced copy clearance staff.
Click here for the full list of categories.
Working with the In-House Specialist Groups
To fully benefit from the in-house specialists, advertising agencies will work with their named contact within Clearcast. Script-specific or general enquires will be dealt with directly by the contact or through consultation with the specialist group.