cea ca ne e e a 2012 - clearcast

Clearcast

Newsletter

Autumn 2012

INTRODUCTIONHello from Chris Mundy 4

CLEARAn update on our new services 8Clearcast say they can’t approve my ad – what can I do? 12Advertising at Christmas: 5 top tips 14Getting to know you 17Live clearances 21Late clearances 24VoD restrictions 26ASA 50th Anniversary 28

CASTA tribute to Uisdean Maclean 34Five minutes with a consultant 38Inny Outty 40Clearcast profile – Out on a Lim 42

THE BACK PAGEDear Jackie 48Did you know…? 50

Clearcast Newsletter · Autumn 2012 32 Clearcast Newsletter · Autumn 2012

CLEARCAST NEWSLETTERAUTUMN 2012

EditorEleanor Bonnet

ContributorsAnna MorrisBarry NooneCatherine PreeceChris MundyDanny TurnerElliot LordGillian KirbyJonathan LauryJo Walker-DavidsonJustyna ShalaKristoffer HammerMani SohanpalMatthew BailyNiamh McGuinnessNicola WynterOlivia QuarshiePaul GarsidePeter JohnsonSteph Hughes

Design We Made Thiswww.wemadethis.co.uk

Clearcast Newsletter · Autumn 2012 5

Many thanks to those of you who took the time to complete our 2012

agency survey. Amongst other things, we learned that a record propor-

tion of you (57%) say that turnaround times are good or excellent and

that 49% of you think we’re doing better than a year ago (and only 8%

think we’re doing worse).

Finally, we were all saddened to hear that former BACC Director

Uisdean Maclean passed away in July. In this newsletter Steph Hughes

and Peter Johnson share their memories of Uisdean, a larger than life

character who will be greatly missed by those that knew him.

Chris

www.clearcast.co.uk

Hello

Chris MundyManaging Director

4 Clearcast Newsletter · Autumn 2012

INTRODUCTION

Welcome to our Autumn newsletter. It’s a busy season so in the ‘Clear’

section we’ve focused on getting things done. Here at Clearcast, we’re

already thinking about Christmas, and many of you will be too, so be

sure to check our tips for smooth clearance of Christmas ads. With

broadcasters offering large audiences and some really creative ad

opportunities in the next few months, you’ll also find a guide to working

with Clearcast to clear live ads. Inevitably in the Autumn rush there will

be some last minute panics and you can read about how we work with

you to manage late clearances.

Good planning is the best way to avoid a crisis, and our new Campaign

Planning service is available to provide copy advice and guidance at

an early stage of concept development, to help ensure a smooth clear-

ance later. We can also now help take the stress out of TV Admin and

International Clearances. There’s more about both of these new services

inside.

I often get asked what agencies can do where they feel that they have a

good argument for a clearance but we feel it’s against the rules. The

answer is that we have an escalation process, first to our Policy and

Copy Meeting and then to Copy Committee and we also explain how

these work.



An update on our new services 8

Clearcast say they can’t approve my ad – what can I do? 12

Advertising at Christmas: 5 top tips 14

Getting to know you 17

Live clearances 21

Late clearances 24

VoD restrictions 26

ASA 50th Anniversary 28


clear


TV ADMIN

Danny Turner has been delivering our TV Admin

services and has been managing clearance for the

UK market on behalf of advertisers and agencies

and delivering copy to stations. If you need help

with international clearances, Danny can help! He’s been

building relationships with international self-regulators and broad-

casters to facilitate international advice and clearance of copy. One

immediate benefit for agencies is that we will be hosting a two hour

‘meet and greet’ event in October with members of the European

Advertising Standards Alliance (the umbrella body for advertising self-

regulatory bodies across Europe) to give our clients a chance to speak

with contacts in relevant markets about copy advice overseas.

Also, our TV Admin department is now able to offer a song search and

music licensing service for companies wishing to source and use music

within their new and on-going campaigns. We have teamed up with

Adelphoi Music who have a wealth of experience within this area. For

more information on Adelphoi Music go to www.adelphoimusic.com.

For more information on all of the developments mentioned above,

please visit www.clearcast.co.uk/tv-admin.html

CLEAR

On 10 April 2012, we launched a new range of services under

the umbrella name of Clearcast plus. Here’s a little update

on what we’ve been doing so far…

An update on our new servicesBy the Clearcast plus team



NEW AND SMALL BUSINESS SUPPORT

Mani Sohanpal has been running this new service

which provides support to agencies that are new to

TV advertising or work with us so irregularly that it

almost feels like the first time, every time. Going

through the formal clearance procedure can sometimes be an over-

whelming experience until you get used to it and Mani’s there to help.

Mani has been providing more in-depth support through the copy

clearance process than is usually possible and offers detailed guidance

when making submissions online.

He’s also been utilising our Remote Support Tool which means he can

provide remote assistance to new or small businesses who may have

problems using our systems or services.

It’s proving to be a tremendous success so far, as agencies that are new

to the Clearcast process receive dedicated support to guide them

through their initial submissions and set them up to understand the

process and experience smoother clearances in the future.

This service is free to all new users of Adway and those new to the

Clearcast process.

For more information visit:

www.clearcast.co.uk/new-and-small-business.html


CLEAR

CAMPAIGN PLANNING

Jo Walker-Davidson has been delivering our Cam-

paign Planning services, which offer dedicated copy

advice and guidance during the very earliest stages

of concept development. Projects have included:

• Guiding international charities through Code areas, to inform the

development of production schedules, to ensure filming sorties

overseas are conducted effectively and to help prevent time, effort

and money being spent on filming scenes which may transpire to

be problematic at a later stage.

• Advising on the adaptation of adverts for alcohol brands for the UK

TV market.

• Supporting agencies and advertisers going through the pitch

process and assisting in ensuring successful pitch ideas are likely

to be acceptable for broadcast in the event an account is awarded.

For more information visit:

www.clearcast.co.uk/campaign-planning.html


PCM is internal and is held every day if there is business to discuss.

All Copy managers and I attend the meeting. Copy Committee is the

‘appeal’ panel for internal Clearcast decisions, and comprises repre-

sentatives from each of Clearcast’s shareholding broadcasters, one of

whom is appointed Chairman and two observer members, one each

from the IPA and ISBA. The Committee has scheduled meetings once

a month although it also considers business remotely without the need

for a full meeting.

There should be sound reasons for asking Clearcast to refer work to

either PCM or Copy Committee. It’s not enough to just disagree with

Clearcast’s decisions. We ask agencies to consider Clearcast’s views

and to provide arguments outlining why they disagree, along with ad-

ditional support of their own position. We also ask that if additional

evidence or research in support of a particular approach or claim is

available, that it is submitted. Any previously cleared ads that might

act as support should also be cited although it’s important to remem-

ber that no two ads are exactly the same, with justification for their

clearance differing from ad to ad depending on among other things

what’s being advertised and the evidence supplied. All information is

supplied in full to PCM and the Copy Committee to be considered.

Both PCM and Copy Committee are asked to consider a variety of

issues ranging from appeals against suggested timing restrictions, or

acceptability of visuals, to whether sufficient evidence has been sup-

plied in support of claims. Clearcast works to get ads to air and to keep

them there; through use of either the PCM or Copy Committee we will

always, where we can, give suggestions for how scripts and ads can be

amended if we have initially rejected them.

CLEAR

There are times during the clearance process when we don’t all see eye

to eye. Clearcast regularly asks for amendments and revisions to

scripts, suggests timing restrictions that advertisers and agencies

disagree with and occasionally, rejects creative concepts because we

consider they breach the Code’s rules. There are also times when pro-

posed ads, because they may be breaking new ground, require us to

pause for further consideration. In any of the above circumstances,

there are two avenues available: Clearcast’s Policy and Copy

Meeting (PCM) and the Copy Committee.

Clearcast say theycan’t approve my ad – what can I do?Niamh McGuinnessHead of Copy Clearance



• Fireplaces

The number one, regular issue. Fireplaces in a home are a popular

bit of set dressing and come with a long list of points to be aware

of. If the fire is lit then there should be a fire guard, mantelpieces

should not be festooned with decorations or the like, and there

should not be a mirror above the fire. All these safety requirements

are amplified by The Royal Society for the Prevention of Accidents

(ROSPA.) Over the years we’ve had to ask a number of agencies to

amend fireplace scenes in post-production because they did not

comply with our advice and often they were not mentioned in the

pre-production script.

• Snowball Fights

Snowball fights should always have an element of everyone taking

part if you’d like to avoid an ‘ex kids’ timing restriction. Unaware

bystanders being hit or shots to the face with a snowball can often

attract such a restriction.

• Religion

The use of religious music in ads needs care to ensure the sensibil-

ities of viewers, especially religious ones, are accounted for. We

don’t have a list of music you should avoid but if the words sung in

any hymn are of a religious nature, we’re likely to ask you change

the music. Instrumental versions or secular Christmas songs rarely

cause any issue. We will always take into account the context in the

treatment and the product advertised.

CLEAR

At this time of year many ads will be in the early stages of production

for Christmas but there will also be a fair number that are in the early

stages of planning, or indeed yet to be created. Every year at Clearcast

we’ve noticed common and regular Christmas themed content in ads

that can cause potential hiccups. Here is a brief list of common issues

and our best advice for you.

Advertising atChristmas: 5 top tipsMatthew BailyCopy Group Manager



CLEAR

• Toys

Be aware that the rules on toys are quite comprehensive. As a rule

of thumb, make sure you don’t exaggerate what a toy can do in

terms of movement and sounds. Make sure the size of the toy is

clear. If it needs batteries or are sold separately and you feature

more than one, then mention that in the ad. If a toy costs more than

£30, that must be stated too.

• Revealing Santa Claus

If we receive a treatment which shows that Father Christmas

doesn’t exist, we’re likely to give the ad an ‘ex kids’ restriction to

make sure very young viewers will still believe!

These are just a few areas that we see every year and it’s not an exhaus-

tive list. As always, ask your Clearcast contact for specific advice on

anything you may need www.clearcast.co.uk/contact-us.html

In the last newsletter, you may remember reading our article about

Clearcast people getting out and about to visit agencies and advertis-

ers. Colleagues have been visiting offices to meet people and see where

they work, participating in more in-depth and formal visits to learn

about the mechanics of the organisation, their key clients and ethos,

and even doing work experience!

As promised, we’ve followed up on this with some more examples of

the ways in which we’re continuing to build on our relationships within

the wider broadcast advertising community and we’re particularly

excited to be telling you about some longer-term residencies colleagues

have been participating in.

Getting to know youJo Walker-Davidson Cathy PreeceSenior Campaign Planning Executive Copy Group Manager



a Boots initiative to support new musical artists which was

filmed at the Cable nightclub.

It was a great week and I have a new found respect for those

working in this arena. I always knew that people put in a lot of

hours, but was amazed at how much time people gave up to sup-

port their clients.”

Copy Group Executive Gillian Kirby visited Draft FCB, one of the

agencies in her portfolio. Their clients include Beirsdorf Nivea and

Kraft Oreo. The company is based in London’s Victoria and Gillian was

there for a ‘long weekend’ – Friday, Monday and Tuesday. Of her visit,

Gillian says:

“I shadowed Sam who works on the Nivea team. I got to see

preparations for the Nivea for Men campaign, which was inter-

esting as I got to see the non-broadcast side of things like Face-

book marketing, as well as planning and editing. Even though we

get seasonal ads months before they actually air sometimes, it

was still surprising to see how early things start off. I also got to

sit in on a couple of planning meetings for new campaigns, and

got to see the editing and recording of the summer skincare ads.

The office had a ‘creative room’ which was decorated in soothing

greens, with astro-turf rug and a giant pocket-watch on the walls.

I also got to spend time at Rushes where I met a very friendly

dog. They also had a zoo-themed meeting room with a giraffe on

the walls, of which I approve.

Sam talked me through the stages of the campaign and I got to


CLEAR

In January 2012, Senior Copy Group Executive Elliot Lord visited

Mother, whose clients include Boots and Stella Artois, and they were

kind enough to allow Elliot to spend a week in their London offices.

“I was really pleased to have the opportunity to participate in

some work experience with Mother as it was great chance to put

myself in their shoes and gain a real understanding of their

processes. To be able to do so for a week really made sure I could

make the most of the time and learn as much as possible. I had

a tour of the offices, based in Shoreditch, which were spread over

several floors and with some really interesting features like a

stairwell covered with pictures of employees’ mothers, and a

great cafeteria.

As my base for the week, I was stationed in the TV Admin

department and helped with making submissions to Clearcast –

it was interesting chatting with my regular work colleagues from

the other side of the fence! – as well as copy instructions and

CARIA® activities. I also had the chance to meet and chat with

colleagues from all the other departments including creative,

strategy and production.

During my visit I was invited to sit in on their regular update

meeting (‘The Happening’) where people share ideas on on-

going and up-coming projects.

In addition, I was invited to watch the production of adverts in

various mediums, including a recording of a radio advert for

Boots where I got to meet the now familiar faces of the Boots

girls. I also went to a shoot for a music video which was part of

In a world becoming increasingly used to the immediacy of social net-

working and experiential marketing, broadcasters are constantly look-

ing at ways to help advertisers make their campaigns up-to-the-minute

relevant.

In the past few years we’ve sent our intrepid execs out to perform Live

Clearances in all manner of locations, from muddy fields to airports and

even to their own desks where they can log on remotely. The style of

clearance has varied from flash-mob events with unpredictable out-

comes to interview-style ad break takeovers filmed an hour before airing.

How to prepare for a live ad clearanceJonathan LauryCopy Group Executive


CLEAR

sit in on a couple of creative meetings for a different account.

I’ve been looking after Draft for two years now so it was nice to

meet everyone and get to see the creative department (with

whom we rarely deal directly) as well as the account handling

team.

I learned that for some ads, Nivea create special packs which are

free of claims to avoid substantiation problems for the final edit

– I’d always thought this was done in post-production! I also

learned that they have a softball league with various other agen-

cies – although Sam remained tight-lipped as to which agency

was best at ‘pitching’.”

We’re always interested in opportunities to learn more about our con-

tacts, so if you would like to invite us in and tell us what you’re all

about, get in touch with your Clearcast contact!


• Bring on the tea!

Here at Clearcast we believe that a cup of tea can solve many of life’s

problems. If you’ve got a couple of our execs on set, a thermos of

tea won’t help contentious claims be cleared any quicker but it may

make them happy!

If you’re interested in a live clearance or would like to know about the

charges, please contact [email protected]


CLEAR

Whatever kind of Live Clearance you’re thinking of setting up, here are

a few handy pointers to help the process be as smooth as possible:

• Plan ahead!

As with normal campaigns, submit a script well in advance: whether

this is a dummy script of what you’re expecting to happen, a skele-

ton that will be fleshed out on the day, or a full script with one or

two ‘live’ details missing, it’s imperative that any potentially con-

tentious issues or claims are ironed out in advance. If there is no

script and you’re working from an idea, you could take advantage

of our Campaign Planning service for added one-to-one advice

ahead of the live event.

www.clearcast.co.uk/campaign-planning.html

• Mind your language

It would be wise to avoid superlatives on the day (‘We offer the best

xxxxx’ etc) as these can be very hard to support without in depth

analysis which might not be possible on the day. Presenters, actors

and the general public can get very excitable in the heat of the mo-

ment, but if superlatives creep in they may well delay the possibility

of clearance. Phrasing things as personal opinion rather than cold

hard fact might help lessen the sting.

• Back up, back up, tell me whatcha gonna do now!

Hopefully by submitting the script well in advance we’ve had plenty

of time to discuss the kinds of claims you’re going to make or are

expecting to hear on the day. Complicated claims may be possible if

there is an easy way to back them up, and we’ll happily discuss the

kind of evidence we’ll need for particular kinds of claim. If that can

be easily accessed and verified on the day, then we’re all smiling.


We usually request that you give us a maximum of two days to clear a

clock, but we do appreciate that, for various reasons (late content

changes or nature of advertised product), there are times when we are

asked to clear on the day of submission for transmission that day

(or early the following day). In such circumstances, we ask agencies to

ensure that:

Monday – Thursday Ads for transmission on the evening of sub-

mission or up to 10am the following day should be fully uploaded onto

our system by 5pm.

Friday Ads for transmission on the evening of submission, over the

weekend or before 10am on Monday should be fully uploaded by 5pm.

These deadlines give us enough time to carry out our technical checks

by 6pm that day so that ads can be cleared and ready for broadcast. It

also means that broadcasters don’t have to find and air alternative ads

if the intended ads were submitted too late.

The Late Clearance facility was introduced only for use in exceptional

circumstances. It provides for late clearances (after 5pm) but only at

a charge. Requests must be made via email by 3pm on the day the

clearance is needed. Once we have confirmed that staff will be made

available to deal with the request, the clock needs to be fully uploaded

by 6pm at the latest. Ads that are uploaded after that time will not be

cleared. To ensure copy is fully uploaded by the required deadline, the

uploading process should start at least 30 minutes beforehand.

For details of our charges for late clearance, please contact:

[email protected]

CLEAR

Since its introduction in May 2010, the number of agencies requesting

late clearances has gradually reduced. In the first month of its incep-

tion, we dealt with a total of 22 late clearances. In May, June and July

of this year however, the figures were at five, seven and six, respec-

tively. This is a good thing, as we encourage agencies to make sure they

get their clocked videos to us in a timely fashion to ensure deadlines

are met.

Late clearances


Paul GarsideCopy Group Executive


Each of these levels has a descriptor, so hopefully the broadcaster has

a good idea of the type of content contained within the ad.

For example:

• L1S (ex kids equivalent) Mild innuendo or sexual activity (such

as kissing). Non-sexual nudity.

• L2S (post 7.30pm equivalent) Moderate innuendo. Moderate

non-graphic sexual activity, this might be nudity in a sexual con-

text.

• L3S (post 9pm equivalent) Strong sexual content (but not

overtly graphic) including sexual entertainment. Open discussion

of sex. Strong and/or crude innuendo. Sexual nudity (no

nipples/pubic hair/genitalia).

• L4S (post 10pm equivalent) Strong sexual content – briefly

graphic. Open discussion of sex or crude innuendo. Sexual nudity.

Repeated scenes of sexual encounters.

• L5S (post 11pm equivalent) The strongest sexual content allow-

able, likely to be graphic, repeated, crude or realistic including ads

for encrypted porn channels.

To see the full set of restrictions for VoD or just to see what other

restrictions can be applied to your ad for either Linear or VoD go to

our website www.clearcast.co.uk/timing-restrictions.html

CLEAR

VoD restrictions – how do they differ from normal timing restrictions?

We all know that linear TV ads sometimes get timing restrictions for

various reasons. We might give an ad an “ex kids” for showing a bare

bottom in a non-sexualised way, or a “post 21.00” time restriction for

a gory clip from a horror film trailer; but how does that work for Video

on Demand?

As we all know, the joy of Video on Demand is that programmes can

be watched whenever the viewer wants to watch it, which means ad

restrictions based on the time a person would be watching a show

would not really suit this type of viewing.

Clearcast combat this by giving broadcasters a detailed reason for a

restriction, therefore they can assess whether an advert is suitable to

be shown around a VoD programme or not.

VoD restrictions become more complicated than simply, “ex-kids” or

“post 19.30” because it’s not determined by the time the ad goes to air.

Instead, they are broken up into levels, L1 to L5. They then have the

type of content detailed: so S stands for sex, H stands for harm, V for

stands for violence and G stands for general.

VoD restrictions

Nicola WynterSenior Copy Group Executive



• 2005

The most complained about ad of all time, with 1,671

complaints, was a TV ad for KFC, which showed call

centre workers singing with their mouths full of food.

Viewers complained the ad could encourage bad eat-

ing manners amongst children. The ASA thought the

ad was unlikely to change children’s behaviour or un-

dermine parental authority and didn’t uphold the

complaint.

• 2010

In third place with 1,313 complaints was a TV ad for

Paddy Power plc which depicted a blind football

team and involved one of the team members acci-

dentally kicking a cat across the pitch. Complainants

were concerned it was offensive to blind people and

that the ad might encourage animal cruelty. The ASA

didn’t judge the ad as likely to cause widespread

offence or to encourage animal cruelty.

• 2010

1,088 people complained about a TV ad for Marie

Stopes, a Sexual and Reproductive Healthcare serv-

ice which offered advice and information, putting it

in 6th place. The reasons for the complaints varied,

but some felt it promoted abortion. The ASA did not

uphold the complaints as it felt the ad was promoting

an advice service and wasn’t advocating one course

of action over another, nor trivialising unplanned

pregnancy.

CLEAR

This year the ASA is celebrating its 50th anniversary… congratula-

tions! Its latest annual report was a special 50 year edition and

included the top ten most complained about ads of all time. As six of

these top ten ads were TV campaigns, we thought we’d take a trip down

memory lane.

The ASACelebrating 50 yearsJustyna ShalaTeleshopping Clearance Manager



• 2008

A Barnado’s TV ad intended to raise awareness of

domestic child abuse featured scenes of violence and

drug-taking and caused 840 complaints, making this

ad the tenth most complained about ad of all time.

Some viewers found the scenes upsetting and

thought they were not suitable for broadcast at times

when children were likely to be watching. The ASA

considered the ads were scheduled appropriately and

their aim justified the use of strong imagery so the

complaints were not upheld.

As you can see from this run down, only one of the six

TV ads in the top ten most complained about ads of all

time had complaints partially upheld, so although com-

plaints about TV advertising do occasionally get upheld

by the ASA, the proportion is just 0.1% of the ads we see.


SECTION

• 2008

Despite the large numbers of complaints which put

this TV ad in 7th place (1,070 to be precise), only one

of the six TV ads that were the most complained about

was judged to break the Code’s rules – a Volkswagen

Golf ad which featured scenes of an engineer fighting

versions of himself with the statement: “Sometimes

the only one you have to beat is yourself…” Viewers

challenged whether the ad was offensive and suitable

to show at times when children might be watching.

Although Clearcast had assigned a post 19.30 restric-

tion, the ASA thought the level of violence depicted in

the ad required a higher timing of post 21.00, so these

complaints were partially upheld.

• 2010

A TV ad for the Department of Energy and Climate

Change had 939 complaints, putting this ad in 9th

place of most complained about ads of all time, and

featured a young girl being read a bedtime story by

her father. The story painted an apocalyptic view of

planet earth, ravaged by high CO2 levels, and viewers

complained it was misleading and scaremongering.

The complaints relating to the TV ad were not up-

held, with the ASA concluding that it did not exag-

gerate the likelihood and impact of extreme weather

conditions.


A tribute to Uisdean Maclean 34Five minutes with a consultant 38Inny Outty 40Clearcast profile – Out on a Lim 42


cast


I’ve so many fond and funny memories of those 17 years, and would

like to share just a few which portray some of Uish’s qualities.

Uish had one of the hardest jobs in the industry and did a very good

balancing act of trying to keep everyone happy. But Uish’s loyalty, first

and foremost, was always his staff, and I can recall many a time he

would call staff together and speak from his heart about his commit-

ment to us through both the good and bad times.

Uish also had a very playful side and he felt his name was a great ‘ice

breaker’ and would often enjoy listening to people trying to pronounce

his name properly. Business letters would arrive with various spellings

of his name but the one that amused us most was ‘Mrs Euston

Maclean’.

Uish could never be anything but honest and every year I’d remind

him a month in advance that my birthday was coming up. So, when

Uish e-mailed me not that long ago around my 50th birthday and said

‘…let’s meet for lunch…’, I immediately assumed that finally he’d

remembered not only my birthday, but my 50th birthday. At our lunch,

I told Uish how impressed I was that he’d remembered my special

birthday, and then there was this silence and blank look on his face,

together with an admission that he’d completely forgotten March was

my birthday month and had no idea it would have been my 50th!

Above all Uish was very personable and so well liked by people from

all walks of life and this is clearly evident by the touching comments

I’ve received. Uish will be greatly missed and my thoughts are with

Moira and family who have lost a husband, son and brother, way

too early.

CAST

A Tribute

by Steph Hughes,

Head of HR and Finance

I had the pleasure of being

Uish’s PA for 17 years from

1987, when he was promoted

to Head of Copy Clearance at

ITCA (as it was known then),

to 2004 when Uish left the

Broadcast Advertising Clear-

ance Centre (BACC) where

he had been Director since

1994.

Early on I quickly learnt that Uish had so many qualities: he was kind,

thoughtful, honest, supportive, loyal, compassionate, clever and lastly

fun which was something he always shared with everyone.

Uisdean Maclean

6 September 1950 – 30 July 2012


Uisdean with Steph, 1993


Steph Hughes ran his business life for 17 years and naturally has writ-

ten her own tribute. All I would add is that they had one of the best

business pairings I have known, borne out of mutual respect; he always

admired her flair for events. This attribute shone with the leaving party

she arranged, her personal tribute to her boss.

When he left I said I would keep in touch, and I did. He would turn

up to my office birthday dos. And once or twice a year he and I would

return to Mortimer Street to meet old ITCA colleagues.

Mr Maclean found happiness with Moira, who he had originally met

at Edinburgh University and who he married in 2004. They lived to-

gether in his beloved Crouch End with Moira’s son Neil. To say he was

unhappy before wouldn’t be true, but Uisdean Maclean was never hap-

pier than when he was with Moira.

I will finish with one of his memorable phrases. He and I were once

invited to an agency party and the Managing Director of the agency

was a Scot from the central belt, who was very personable and some-

one who Uisdean and I got along with. After we left, Uisdean spouted

his oft-repeated phrase, always delivered with a twinkle in his eye:

“Lowland trash, PJ”. A Highlander and proud of it.


CAST

Highlander – Crouch Ender – Copy Clearance Chief

by Peter Johnson,

Copy Group Manager

Uisdean was born on the Isle of Skye in 1950, the son of a GP. Later

he left the island to attend Edinburgh Royal Academy and afterwards

Edinburgh University.

He moved to Crouch End, which he loved as much as he loved the

highlands of Scotland. People wondered if he wanted to return to Scot-

land when he retired. His retort was “Crouch End is my home”.

Once it was snowing heavily and as I lived nearby, Uisdean offered me

a lift home. As we approached Crouch End, we had to climb a hill and

the car needed a push, so I got out and was helpfully joined by an Asian

gentleman who ran the local grocery and who Uisdean knew well. As

the wheels spun he shouted at Uisdean: “Why don’t you go back to

where you came from, and take this bloody weather with you?!”

Uisdean ran a relaxed and supportive setup at ITCA/BACC when, if

the truth be told, agency negotiation was far tougher than now. Once,

a member of ITV high command remarked that his staff were a feisty

bunch. He replied “That is what we pay them for”.

If there was ever any doubt of the high regard the business had for

him, there was proof at his leaving party held at the ICA on the Mall

and arranged by Steph Hughes. It was one of the best leaving parties

I have ever been to. Everyone from the business was there. We were

all there to say to goodbye to a good, kind, humorous and above all a

humane man.


What can advertisers do to speed up the

approval of their claims?

They could be clearer in what they are

actually claiming in terms of evidence,

and in how they see the evidence pre-

sented as clearly supporting those

claims. There is sometimes a tendency

to ‘flood’ the consultant with often irrel-

evant data.

How does working with Clearcast compare with your usual work?

My Clearcast role fits well with my previous work. I held audience

research posts at both the BBC and the former IBA/ITC, before moving

to Leeds University’s Institute of Communications Studies. I took early

retirement from my position as Senior Research Fellow at Leeds in

2010.

To read more about Michael, go to the Our Consultants section of

our website. To arrange a Meet the Consultant session with him, email

[email protected] or call 020 7339 4700.

CAST

Michael Svennevig was originally recruited as a statistician consultant

for the BACC, dating from 2001, and this role continued with the later

establishment of Clearcast in 2008.

What are your first impressions of working with Clearcast?

Very good. Clearcast is well-organised and helpful when passing on ma-

terials for examination and assessment. I also value the various com-

ments from Clearcast staff when ‘problem’ cases come my way; these

give context and guidance without being restrictive on my judgements.

What are you favourite bits of working with Clearcast?

Examining claims, scripts, and data. A bit of detective work is what

I like. I do like the thought that I have now and then helped improve

advertising in terms of being truthful and clear. It is also good to see

an ad on-screen that I have advised upon.

What is the worst part of being a Clearcast consultant?

Some copy is based upon complex spreadsheets of data, most of which

are usually not very relevant to the specific claims made in the final

advertising copy. Often this means wading through vast datasets while

looking, often, for one of two key pieces of data.

Five minutes with… Michael SvennevigCompiled by Barry NooneCopy Group Executive


Outty:Emma Taylor

CAST

Who was your best boss and why?I hate to say it for fear his head might expand but probably Mark Hynes.

What’s the weirdest thing you’ve eaten on holiday?Half a lobster with its eye looking at me.

What’s the best thing about your job?The people I work with, and going for ‘Fry up Friday’ with some of the boysbefore the weekend starts.

What song are you listening to at the moment?An album I’m listening to on my iPhone at the moment is Alter Bridge.

Your favourite TV ad of the last 3 months?I liked the Thinkbox Advert Harvey & Rabbit.

If you could give advice to your 16 year old self, what would it be?Pay more attention in school, and perhaps learn another language.

What would you change about the advertising industry in the UK?Perhaps have ads on the BBC so we can cut the TV licence.

If you had a super power what would it be?Probably to fly; that way I could go abroad whenever I wanted.

Who was your best boss and why?Excluding my current boss (as that’s not fair!) my best boss was Fiona Simonswhen I joined London Playout Center in 2000. She was a great leader, inspired me to aim higher and taught me loads.

What’s the weirdest thing you’ve eaten on holiday?Bone marrow still in the bone when I was on honeymoon in Thailand. Notthe most pleasant texture.

What’s the best thing about your job?After working abroad, I’m back working with people in the industry I haveknown for years and with a great DG team.

What song are you listening to at the moment?Spotify’s XFM top 1,000 songs, which I love.

Your favourite TV ad of the last 3 months?The WKD ad where everyone in the bar goes quiet when the wife calls. Prettysure my husband's never done this… or has he?

If you could give advice to your 16 year old self, what would it be?Stress less and enjoy more. It all works out in the end, if you put the work inand stop worrying!

What would you change about the advertising industry in the UK?I am looking forward to the targeted Ad revolution, because if I have to watchthem, I would rather they be relevant to me!

If you had a super power what would it be?Travel at the speed of light, to visit friends dotted all over the world.

Inny: Greg Clement

Greg Clement has worked at Clearcast for just over five years and is

our Ingest Operator.

40 Clearcast Newsletter · Autumn 2012 Clearcast Newsletter · Autumn 2012 41

Emma is a Broadcast Relations Manager at DG


Profile: Mayee Lim


CAST

We all have our own ways of relaxing and recharging our batteries

when we’re not hard at work (if a little bit of Facebook won’t cut it).

Whilst ‘fun, adventurous and inspiring’ are probably not words that a

sedentary urbanite like me would use to describe my extra-curricular

pastimes, this is how Clearcast Copy Exec, AKA Superwoman Mayee

Lim, described one of her (very many) passions – hiking! (It might be

worth mentioning at this point, she’s also a keen photographer and

took our cover shot, and the pictures overleaf, whilst on some of her

latest UK hikes!)

......... ................Profile compiled by Paul GarsideCopy Group Executive

Mayee has always enjoyed playing outside, but her passion for premier

league hiking was seriously ignited when, 7 years ago, she hopped on

a big plane and landed in the land of the long white cloud – beautiful

New Zealand. During that trip, (and no doubt after sampling one too

many Sauvignon Blancs), she gamely decided to try her hand at ice

climbing on the Fox Glacier on the West Coast of the South Island.

Thankfully she survived with all limbs intact, and the intrepid explorer

in her was aroused – she was hooked, line and sinker!

Brazil followed hot on the heels of NZ. Once there, she signed up as an

Expedition Assistant and helped lead a group of 10 British students

through the spectacular Itatiaia National Park, just outside of Rio de

Janeiro. Armed with Rio Carnival tinnitus, full backpack, sturdy shoes

(and a large machete probably) she guided the team through a small

section of the Brazilian jungle. Along the way, they encountered a few

dodgy looking creatures, including a group of Cayman (native South

American alligator type monsters). They also tried their hand at pira-

nha fishing. Thankfully, the fish weren’t biting that day!


CAST

When she returned to the UK, she kept the momentum going by join-

ing an organised hiking club and soon discovered the many advantages

of belonging to a group of like-minded individuals. Dedicated hiking

groups provide ideal opportunities to meet new and interesting

friends, get different perspectives on life, tips and advice from other

hikers on equipment etc. and, of course, it helps to keep you motivated,

fit and healthy. It also encourages you to venture out to places you may

not otherwise have visited, and you also feel more secure when out

walking with a group.

Most of Mayee’s recent hikes have taken place in the UK, which has

its fair share of stunning locations, although this was interspersed with

a weeklong desert trek in Jebel Siroua in Morocco (as you do!). Her

most recent UK excursion took place partly at night. A 25 strong team

of slightly bonkers insomniacs decided to hike along the rugged Dorset

coastline from 12 noon on the Saturday through to the following morn-

ing. They hiked through the night, with a few breaks to enjoy the epic

moonlit coastline along the way. After breaking for a spot of spiritual

enlightenment courtesy of a stunning sunrise, they eventually finished

at 7am the following day.

So what’s next on Mayee’s hiking hit list? Well, by the time this article

goes to print, she will have already dragged herself to the top of Snow-

don, Cornwall and the Brecon Beacons. She is also planning trips fur-

ther afield, including a hike around Mount Etna in Sicily. When asked

what she can’t survive without while out hiking, she said ‘A flask for a

warm cuppa’, which is a coincidence, because drinking tea is exactly

how I like to spend most of my spare time!


Dear Jackie 48

Did you know…? 50


the back page

Oh Don,

I’ve heard these industry rumours too. I’ve no idea why but it seems

people think little ol’ me, Ms Jackie Stone, is sitting in my high backed

wicker chair up here at Clearcast towers, stroking my pussy and calling

the shots like some bejewelled Bond villainess or better still, Alexis

Carrington. It’s all utterly true of course, but we’ll keep that between

you and I.

The problem seems to be that your Clearcast contact is viewing the

ad more objectively than you as an agency have been able to do. It’s

only natural that you’ve become at least a little blinkered by your own

creative brief and the story your copywriters and creatives want to tell.

Rather than see it as a barrier, try to see this as one of the strengths of

working with an impartial organisation that has a wealth of knowledge

in terms of their dealings with the ASA, and so are able to see where

the potential problems with your ad are going to arise. Better that they

do this whilst you’ve a chance to fix it, rather than having an ad on air

that gets pulled costing your client 3 groats and a milking wench.

(That’s still the cost of a 30sec prime time spot isn’t it? Hmmm, show-

ing my age.)

The gambling rules are quite similar to the alcohol section of the

code, so you really do have to be careful with anything that hints at

using your online gaming site as a way of meeting potential partners,

and it doesn’t take an awful lot to draw that conclusion. A sexy outfit

and a raised eyebrow might be enough to suggest a link between using

the site and ‘getting lucky’.

Anyway… gotta run, I’m off to the casino, with a date. Just call me

Lady Luck!

THE BACK PAGE

Dear Jackie,

I’ve been persuaded to write to you for some serious advice on an

issue I’m struggling to overcome with my Clearcast contact.

The problem is that I’m currently working on a gambling account for

an online Poker/gaming advertiser and we’d really like to highlight

some of the social benefits and the interactivity of the service.

Our Clearcast contact seems to be interpreting the copy quite harshly

and is picking up on things that were never intended to be present,

e.g. ‘sexual success’. I’m not sure how much sway you have over there

but I’ve kind of heard you run the show now, so we’d appreciate it if

you could convince them to see the light, please?

Cheers,

Don

Dear Jackie…Your ad problems solved by our resident agony aunt


THE BACK PAGE

• Energy Labelling is now required in ads for cold appliances, dish-

washers, washing machines, televisions and air conditioning prod-

ucts. This applies to all ads that refer to the price or include energy

related information. Details are available at http://bit.ly/PgH0YV

• Due to an upheld ASA adjudication, if you advertise a TV with LED

backlighting, you must make it clear the LED is used for backlight-

ing only, and label it LED LCD TV or LED Backlit TV.

• Senior Copy Exec and sports fanatic, Jan Cooper, took part in the

Green Belt Relay in May as part of the London Frontrunners team.

The relay is a 218 mile scenic run for teams of 11, and Jan’s team

won a total of 5 out of the 22 stages.

• In June we said hello to our new

Operations Assistant Mitch Barker

(right), who is settling in well to

Clearcast… no other new additions

or farewells to report!

Did you know…Compiled by Anna MorrisCopy Group Executive


• Copy Exec Vickie Adomako, and Manager Matt Baily cycled

54 miles in aid of the British Heart Foundation, in the London

to Brighton Bike Ride in June.

• In July, we asked our contacts to visit our site and update their

contact details, with the chance for one of them to win a taster

menu for two at Gauthier Soho. The lucky winner was Kyle Fox,

an Account Exec from Grey London. Congratulations Kyle, and

enjoy your fabulous meal!

• Copy Exec and Comedian Anna Morris made some comedy videos

over the summer, which became a big YouTube hit with almost

50,000 views in a month! Check out ‘Georgina’s Wedding Blog’

on YouTube. She’s also just finished her ‘Dolly Mixture’ run at

Edinburgh Fringe Festival, to rave reviews.

Matt Baily Kyle Fox

Clearcast Ltd.4 Roger StreetLondon WC1N 2JXT +44 (0) 20 7339 4700E [email protected] www.clearcast.co.uk

cea ca ne e e a 2012 - clearcast

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