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INTENSIVE PRE-PRODUCTION prepa
te client's ad director, William F. Siegel (center, re
' tv commercial production, Gordon Webber (right)
i full
:ept
n the foreground at CBS TV Co
penses, preceded this recent day of and objectives with Benton & Bowie imercial Sales studio is B&B produ<
r Robert Simpson
OGILVY,
Coffee is ample of
By working early with the creave group, by bringing the outside Toduction firm into the picture at I early stage, by keeping the client iformed and up-to-date, we can be luch more efficient and effective hen we start spending a client's toney in a studio." Gardner's Dean Penning»n agreed that the business igacity of the agency prober plus thoughtful preanning are factors that can jep costs at a workable vel. But he added a warng to independent producs and to the talent unions. "We would hope," he said, at film and tape producers jould do all they can to hold >sts down. They must reember that we always have Ie choice of going to the oducer who gives the most jr the dollar. We are bound havily by these rising costs, id we know their cost prob
lems, too. But we expect them to give us the most under existing rules. They can expect us, in return, to come well prepared to get the best results."
As for the talent unions, he said that they may "price themselves right out of work." Their demands as of
Benson & Mather's percolator spot for Maxw :alled by competitors "pure creativity on fin low a good spot can be made without elabc
this writing: A rise from $80 per eight-hour day to $100 per five-hour day; $30 an hour overtime from $15. A rise in network residuals from $50 to $100 each; a change in the spot use setup from today's $160 payment for 13-weeks unlimited usage to $15.60 per "unit." This means that each actor in each commercial for each showing, paid II House under a unit (one-half mil" an ex lion persons) contract would •ate cost get $327.60 for a showing in New York (21 units, indicating the station covers 10.5 million persons) . In 13 weeks, if a commercial were to blanket the country in spot, each actor would get about $7,500.
"If a pattern evolves anything like these demands," Pennington predicted, "we will have to cut down on the people we use. We will arbitrarily have to say, 'Use less talent! Just enough to
lONSOR • 14 NOVEMBER 1960
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