cea ca ne e e a 2013 - clearcast.co.uk · hellos, goodbyes, promotions and babies 28 inny &...

Clearcast

Newsletter

Autumn 2013

INTRODUCTIONHello from Chris Mundy 4

CLEARScript it! 8Christmas crunch points 10The international advertising compliance hub 12The year our training programme took on the world 14Tick that BAME box! Black and Ethnic Minorities in ads 17Campaign Planning 18Clearances made to fit 20Political advertising on UK TV stays banned 22

CASTObituary: Professor Harry Keen 26Hellos, Goodbyes, Promotions and Babies 28Inny & Outty 30Our new consultants 32Clearcast profile – The Cyclists 34Clearcast is going greener 38

THE BACK PAGEDear Jackie 42Did you know…? 45

Clearcast Newsletter · Autumn 2013 32 Clearcast Newsletter · Autumn 2013

CLEARCAST NEWSLETTERAUTUMN 2013

EditorEleanor Bonnet

ContributorsBarry NooneCatherine PreeceChris MundyElliot LordJennifer MaguireJoanne Walker-DavidsonJonathan LauryKirsty McKillopKristoffer HammerMatthew BailyMichael HaydonNiamh McGuinnessRudi HaigSeb Lynch

PhotographyThanks to our talented Copy Executive Micky Vansittart for taking the vast majority of photographs in the CAST section.

Cover photographwww.alistairhall.co.uk

Design www.wemadethis.co.uk

Clearcast Newsletter · Autumn 2013 5

Clearcast is now five years old. What do you think its biggest

achievement has been?

That’s a hard question because I think there have been a number

of achievements. The single biggest is probably improving agency satis-

faction with the services that we provide; taking it from 57% of agency

respondents saying we serve them well (very/quite) in 2009 to 74%

in 2012. To do this, we’ve invested in additional staff, looked at all our

systems and processes and improved turnaround times.

How would you describe Clearcast as a place to work?

People who work here say it’s friendly, supportive, varied, intellectually

stimulating and sociable. In our staff survey last year 100% of respon-

dents said that they would recommend Clearcast as a place of work to a

friend.

What are your biggest challenges?

Making the complex simple, whether that’s helping people successfully

navigate the advertising codes, developing new computer systems to

make working lives easier, or finding ways to do our work better or

faster. We rarely stand still for long!

Finally, what do you hope people will get out of this edition of

the newsletter?

This edition is all about getting it right first time so saving time and

effort. If you work with us, I think reading it will genuinely be time well

spent!

www.clearcast.co.uk

Hello

Chris MundyManaging Director

4 Clearcast Newsletter · Autumn 2013

INTRODUCTION

Instead of the usual newsletter introduction we thought we’d ask

Clearcast’s MD Chris Mundy a few questions about Clearcast.

What do you see Clearcast’s role to be?

Our brief is very simple: we’re here to enable advertising.

Some people see Clearcast as a regulator and will be surprised

you say that. Would you elaborate?

We’re owned by the commercial broadcasters and share their desire to

get advertising to air as smoothly as possible. We’re not a regulator –

that’s the ASA – in copy clearance our job is to review and advise on ads

to ensure they meet the advertising codes and ensure that Broadcasters

meet their license obligations.

We enable advertising in other ways too, for example by funding the

CARIA system by which campaign approvals are sent from media buy-

ing agencies to broadcasters. We’re constantly looking at ways to reduce

the administrative burden in the industry, most recently providing the

agency link that allows CARIA data to be transferred into Mediaocean,

saving time on rekeying. And we now have a range of services that help

agencies administer their campaigns, for example helping them navigate

the complicated area of international clearances.



Script it! 8

Christmas crunch points 10

The international advertising compliance hub 12

The year our training programme took on the world 14

Tick that BAME box! Black and Ethnic Minorities in ads 17

Campaign Planning 18

Clearances made to fit 20

Political advertising on UK TV stays banned 22


clear

CLEAR

It’s always best practice to submit a detailed pre-production script

prior to filming an advert. It helps us do our job, and provides an op-

portunity for us to tell you if any of your proposals are likely to be prob-

lematic or unacceptable, before time, effort and money is invested in

a flawed production.

The best pre-production scripts are those which give us the clearest

vision possible of what you envisage the finalised advert looking like.

But, always remember to “script it!” – because if we don’t know what

you’re intentions are, we’re not in a position to help you.

Have you ever forgotten to script something that transpires to be an

issue at rough-cut stage? You’re not alone and not at fault. There are

many things that people don’t script because they seem harmless.

Script it!

Jo Walker-Davidson Senior Copy Group Executive

8 Clearcast Newsletter · Autumn 2013 Clearcast Newsletter · Autumn 2013 9

Here are a few of them:

1) Casting intentions

The most harmless of treatments can be rendered offensive when

roles are cast, so it’s useful to briefly highlight your intentions (if

it’s not immediately obvious) in terms of gender, factors relating

to physical appearance (ethnicity, trans-orientation, etc.), and age

(not identifying someone is under 25 in gambling/alcohol ads).

2) Song lyrics

If you intend to use a song, it’s worthwhile letting us know. The

lyrics may contain unacceptable elements such as problematic

expletives or even perceived claims.

3) Logos

Some logos may actually contain claims that need assessment.

Not scripting logo content wording can lead to delays later on and

potentially render an advert unacceptable if claims cannot be

demonstrated.

4) Pack-shot claims As above.

5) Advising whether or not the treatment will be animated

Animation can make a difference to copy – we may occasionally be

more lenient on certain animated visuals, and some animated

visuals can be a problem. Tell us your intentions either way to help

us make a better assessment.

There are also a number of issues that come up at Christmas time and

the next piece outlines them.


#3 Let it snow

If you want to feature the classic Christmas day snowball fight, make

sure it’s a jolly one with everyone involved. Any innocent bystanders or

stray snow balls to the face are likely to attract an ex kids restriction.

#4 The stockings were hung by the chimney with care

With many Christmassy scenes, a cosy fire springs to mind. Given that

your adverts will be beamed into the homes of millions, it’s important

to stay in line with requirements of the Royal Society for the Prevention

of Accidents (ROSPA). As tempting as it is to decorate the mantel piece

with all things yuletide, it needs to be kept clear with no mirror above

the fire. If the fire is lit, you’ll need to show that all the excited children

and any pets are safe by showing a fireguard. If you DO want to decorate

the mantelpiece, you’ll need to make it clear that the fire is no longer in

use, e.g. sticking some festive ornaments where the fire would be.

#5 All I want for Christmas

Toy adverts are in abundance in the run up to Christmas as children

begin writing their wish lists. To avoid any disappointed looks on their

little faces on Christmas morning, there are a few boxes to tick; make

sure your advert doesn’t exaggerate what a toy can do or its size, state

which toys are sold separately if shown together and if batteries are

needed. If the price of the toy means Santa is going to have to be feeling

generous, Santa needs to know! Anything £30 or more needs to be

priced.

Your Clearcast contact will be happy to help you with anything more

specific but don’t forget to ‘Script it!’ and we will all enjoy the most won-

derful time of the advertising year.

CLEAR

There are few things to keep

at the forefront of your mind

when making your Christmas

ad if you want a very merry

clearance…

#1 Santa Claus is coming to town

Nobody wants to be responsible for that crushing day when a child re-

alises that the ‘Father Christmas’ they saw in the local shopping centre

is in fact an imposter. So, if your ad reveals the devastating truth, we’ll

give it an ‘ex kids’ restriction to keep the believers believing.

#2 The First Noel

Christmas means different things to us all, to avoid making a ding dong,

take care to think about the songs that accompany the festivities in the

advert. Traditional Christmas carols are best kept for adverts of a reli-

gious nature and the classic Christmas hits for the adverts for all the

goodies we hope to find under the tree at 6 am.

Kirsty McKillopCopy Group Executive


Christmas crunch points


Training

www.clearcast.co.uk/training.html

The International Certificate, created by Michael Haydon, helps de-

mystify the process of international clearance. Speakers from Ger-

many, France, Italy, Spain, Netherlands and the US will focus on what

is acceptable and unacceptable in sectors such as alcohol, gambling,

food, advertising to children, to name a few. The speakers are also

available for private meetings with delegates before the sessions, truly

tailoring this event to our clients’ needs. Read more overleaf.

TV Admin

www.clearcast.co.uk/tv-admin-and-international-advice.html

Danny Turner, heading up Clearcast’s TV Admin, receives a steady

stream of enquiries relating to copy advice and clearance in Europe

and beyond. Most markets don’t have a central copy clearance body

like the UK; Danny takes the hassle out of the process by using his ex-

tensive network of colleagues through the European Advertising Stan-

dards Alliance, (and other sources when needed) creating a smoother

and more convenient clearance process in international markets.

Campaign Planning

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

The UK is a great place to start if you are embarking on an interna-

tional campaign as the clearance process here is one of the most rig-

orous in the world. Our Campaign Planning Manager, Seb Lynch,

helps advertisers to develop scripts which will be acceptable in the UK

and which, by extension, are very likely to be acceptable in other ter-

ritories. This allows advertisers to roll out the same copy across the

world. Seb is also the point of contact for advertisers who want to adapt

international copy for the UK market.

CLEAR

This year, Clearcast is taking another important step by growing its

services that are focused on international markets, helping take some

of the worries out of international campaigns by being the compliance

partner in the creative process. We understand how international

markets are becoming more integrated, so our services are growing to

respond to this need, becoming a “one stop shop” for all your interna-

tional requirements.

The international advertising compliance hubKristoffer HammerHead of Policy & Customer Operations



To ensure you’ll receive the latest and

most accurate guidance, we will be

flying in expert speakers from se-

lected countries to deliver training

and answer your questions. You will

also be able to book 30 minute ap-

pointments with the speakers to ask

sector specific questions on a one-to-

one basis.

We did some market research to

identify which countries you were

most interested in and these were

identified as France, Germany,

Spain, Italy, Netherlands and Amer-

ica.

The course is designed to help agen-

cies working with global clients and

advertisers working on global cam-

paigns. It also will be useful for any-

one wanting a greater understanding

of international regulations.

The upcoming International training

sessions will make a huge difference

if you’re taking your ad overseas and

will help you save time and money by

avoiding reversions further down the

line.


CLEAR

We’re only half way through the year but we can safely say we’ve had

our best year yet with the Clearcast training programme.

In April we won gold for our CPD Certified training programme at

the EASA Best Practice Awards in Milan, our Certificate courses for

agencies, advertisers and broadcasters continue to grow in popularity

and we opened bookings in May for a new International certificate

course in October, focussing on global advertising compliance.

Ever wondered what you can or can’t do with your ads in other coun-

tries? With a handful of places still available as we go to press, we

thought we’d tell you a little bit more about the International course

in case it’s just what you need.

Following regular enquiries from advertisers and agencies about the

likelihood of their ad running in other countries, we’ve developed a

training session to de-mystify advertising regulation in Europe and

America.

The year our trainingprogramme took onthe worldMichael HaydonTraining Manager

Clearcast Training!

Clearcast Training!

Clearcast Training!

http://www.clearcast.co.uk/news/show/203/

http://www.clearcast.co.uk/agency-certificate.html

http://www.clearcast.co.uk/advertiser-certificate.html

http://www.clearcast.co.uk/broadcaster-certificate.html

Some of you may remember a report published by the IPA in 2011 ad-

vising that of the 34,499 ads approved by us in 2010 only 1,845 fea-

tured actors who were Black, Asian or from another ethnic minority.

This information was provided via the tickboxes installed on our sub-

missions page and we believe these figures may have somewhat un-

derstated BAME representation as the boxes weren’t always ticked by

agencies and advertisers submitting their ads.

Please make sure you remember to tick the BAME (Black, Asian and

Minority Ethnic) boxes when uploading ads to Adway to ensure the

representation in your ads is counted. There is an option for either

‘featured actor’ or ‘walk on artist’ which can be found on the submis-

sion page when you submit clocked ads.

The information these tick boxes provide is used to help the IPA and

the rest of the industry monitor progress with diversity in advertising

so it’s very important these boxes are accurately ticked.

Tick that BAME box!Black and Ethnic Minorities in adsEllie BonnetCommunications Executive


CLEAR

INTERNATIONAL TRAINING: COURSE INFO

Day 1

Wednesday 2 October 2013: America, Germany and Italy

Day 2

Wednesday 9 October 2013: Spain, France and the Netherlands

Each country representative will run through the following sectors:

· Harm/Offence · Misleading

· Children · Motoring

· Environment · Gambling

· Food & Drink · Alcohol

COST

We are offering a discount for delegates who book both dates at the

same time:

The cost for booking both dates at the same time is £499 plus VAT,

and the cost per half day is £299 plus VAT.

Visit the International Certificate page on our website for more info

and to secure one of the last few places.

www.clearcast.co.uk/international-certificate.html

If you are interested in any of our other popular courses, visit:

www.clearcast.co.uk/training.html


Retail and the importance of a fair comparison

An ad was submitted that was deemed unacceptable in the morning

meeting because the products being compared were not like-for-like.

The ad had not treated the rival product fairly and so I was approached

by the agency to find a way of adapting the copy to help make it accept-

able. I duly advised them on how to re-edit the existing material and what

new footage would need to be shot in order to present a fair comparison

which would satisfy the advertiser and not invite a complaint from the

competitor.

Electronic Cigarettes and the challenge of the tobacco rules

I met with an agency that was looking for advice about the rules govern-

ing the advertisement of e-cigarettes. They were right to seek my guid-

ance because this is a very new product category and most of the ideas

they had drawn up were unacceptable, but by following my advice they

have now developed ideas that are in line with the Clearcast’s interpre-

tation of the rules relating to tobacco as a prohibited product. These rules

meant that the advertiser was very restricted in terms of what they could

show in their ad but by using Campaign Planning to fully understand nu-

ances of the regulation, this particular agency have found imaginative

ways to progress.

For more information on our Campaign Planning service visit

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

or contact Seb on [email protected]

CLEAR

I have been helping advertisers and agencies plan their campaigns since

February. I provide face-to-face advice and guidance during the script

development stage so that when a script is written and submitted for

clearance it sails through!

Needless to say the advertisers and agencies that use the service value it

highly and really benefited from properly preparing themselves for the

copy clearance process.

Here are three examples from three different industries…

Gambling and the perils of youth appeal

I assessed the acceptability of animated characters in a gambling ad

which is always a tricky creative idea because animation can often leave

a gambling ad in breach of the youth appeal rule. Initially the animated

characters presented were deemed unacceptable because they were too

cute and could easily have featured in a children’s programme. However,

following my advice, the animation style was amended so that the char-

acters looked more life-like, less appealing to children and therefore

within the rules.

Campaign Planning


Seb LynchCampaign Planning Manager


CLEAR


For those following racing this spring, you may have seen ads for

William Hill filmed on location the morning of the race, cleared for

transmission by lunchtime.

In all cases, Clearcast staff had to provide immediate clearance deci-

sions because production-to-broadcast times were sometimes only a

few minutes. For all these irregular clearances, there was a close par-

ticipation between Clearcast and the creative agencies, broadcasters

and advertisers. Often, we’d all be huddled with them around a pro-

ducer and editor in an edit suite, with everyone giving the nod mo-

ments before the ad was transmitted. All advertisers had pre-recorded

safe copy that would be inserted in case we could not provide approval.

This was only needed twice and once because a presenter got stuck in

traffic…

There are no set limits for what can be done – so put your thinking

hats on and get in touch with Seb Lynch ([email protected])

if you want to know more!

Since 2010, we’ve seen a significant increase in the use of our bespoke

clearance service - either for ads that are ‘live’ with the clearance team

on-site, or those shot on the day with the team waiting for the video

and approving remotely. The options for bespoke clearances are many.

We have seen a couple of particularly creatively-daring projects re-

cently: a live 3 minute comedy show ad where the performers had to

improvise, since they had no advance product knowledge, and a TA

live ad from Afghanistan. Both projects had many complicated ele-

ments with a high level of risk involved. With lots of preparation, we

managed to get all ads to air, including a total of 20 live ads from

Afghanistan over two weekends.

Clearances made to fitMatt BailyCopy Group Manager


In 2005 BACC rejected an ad for ADI because it considered it to be a

wholly or mainly political organisation, ads for which are prohibited

both under the broadcast Code and the Communications Act. Before

finally referring the matter to the ECHR, ADI had appealed to both the

High Court in 2006 and the House of Lords in 2008.

The prohibition is limited to broadcast advertising, a fact highlighted

by the ECHR in the ADI case which noted that the ban was propor-

tionate because, amongst other things, the advertiser had access to al-

ternative media and could therefore use the media to participate in

public debate.

Clearcast continues to receive the occasional request to clear ads from

organisations that fall into the definition of political. The campaign

causes of the organisations, most of whom are registered charities, are

not in question. The rule remains as it always has; campaigning-style

advertising which aims to encourage changes in the law, are not ac-

cepted for broadcast on TV in the UK and unless the law is changed,

that will remain the case.

CLEAR

In April, when the European Court of Human Rights (ECHR) made its

long-awaited judgement on a BACC (Clearcast’s predecessor) decision

made in 2005, the UK’s ban on broadcast political ads was assured.

On 22 April the ECHR decided by a narrow margin, (nine votes to

eight), that there had been no violation of Article 10 of the European

Convention of Human Rights. The decision related to a decision not

to accept for broadcast an ad for Animal Defenders International

(ADI), an animal advocacy organisation whose aims centre on protect-

ing animals from suffering and campaigning against their use in com-

merce, science and leisure.

Political advertisingon UK TV stays bannedNiamh McGuinnessHead of Copy Clearance



Obituary: Professor Harry Keen 26Hellos, Goodbyes, Promotions and Babies 28Inny & Outty 30Our new consultants 32Clearcast profile – The Cyclists 34Clearcast is going greener 38


cast

CAST

Professor Harry Keen CBE MD FRCP

Born 3 September 1925

Died 5 April 2013

Clearcast was so very lucky to have an adviser as eminent in his field

as Professor Harry Keen was. Harry, who died in April after a short ill-

ness, aged 87, was one of a unique band of experts who advise us at

Clearcast.

Professor Harry Keen was one of the leading diabetes researchers of

the 20th Century. He qualified in medicine from St. Mary’s Paddington

on the same day as the birth of the NHS, in which he worked through-

out his professional life and staunchly defended.

His medical career encompassed three areas; lab research, epidemi-

ology and clinical medicine working at Guy’s Hospital. He worked tire-

lessly with Diabetes UK and chaired committees at The World Health

Organisation. And after all that, he somehow found time to advise

Clearcast over many years, for instance on claims for energy drinks

and the like.

ObituaryProfessor Harry KeenPeter JohnsonCopy Group Manager


I can remember going to a meeting with a major advertiser where they

presented a new off shoot of their main brand. They presented a vast

array of data to demonstrate an effect on the consumer of the product,

showing a trial which featured 20 people and the evidence was

favourable. Harry responded with one question: “Have you any evi-

dence of this effect on the population as a whole?” The meeting ended

abruptly and the product never saw the light of day. On other occa-

sions, he was able to congratulate an advertiser and to steer them in

the right direction and on to air.

Apart from a couple of meetings I mostly dealt with Harry, over very

many years, by phone. It was for those phone calls that I shall best re-

member him. Often dealing with complex metabolic concepts, Harry

with his clear thinking, would distil the information and make it un-

derstandable aided by his wonderful speaking style. A charming and

witty man he had a razor sharp mind, to the end, undimmed by age.

My colleagues and I miss him dearly.


We would also like to welcome the new starters that are currently set-

tling into their new home amongst the Clearcast staff. The Copy team

welcome their new arrival Rudi Haig, Copy Group Executive

There were also some new starters in the Operations team, who have

opened up their arms and hearts to Louise Glover, Operations Assis-

tant and Peter Bellas, who is covering Olivia while on maternity leave.

Big congratulations to Mitch Barker who was promoted to Operations

Administrator.

We said a sad goodbye to Benjamin Parmentier, the Admin Assistant

for Clearcast Plus who left us in May. So the Clearcast Plus team have

greeted their own new starter – me (Jennifer Maguire) as Admin As-

sistant.

CAST

Since the last newsletter we have greeted cute little bundles of joy, wel-

comed a handful of new starters, seen a promotion within the Opera-

tions team and said a goodbye.

We would like to offer the biggest and warmest welcome to all our

Clearcast babies. The stork was busy with all his deliveries this quarter.

The first stop on his route was Teo, to our Senior Copy Executive,

Nicola Wynter. Also on its route was our Operations Assistant, Olivia

Quarshie’s new arrival Nyah. Its final stop was to our Training and

New Business Manager, Michael Haydon with little wee Daisy.


Hellos, Goodbyes, Promotions and BabiesJen MaguireAdmin Assistant Clearcast Plus

Left to right: Teo, Nyah, and Daisy

Left to right: Louise Glover, Jen Maguire, Rudi Haig and Peter Bellas

Compiled by Jonathan Laury Copy Group Executive

Outty:Kathy Rogerson

CAST

Jennifer Maguire is the Admin Assistant for the Clearcast Plus team and first point of

contact for brand new agencies.

Weirdest thing you’ve eaten on holiday?

A kangaroo burger in London – I would recommend it… just don’t think of Skippy!

If you had a time machine when would you travel to and why?

Either the modernist period or turn of the century in Paris to hang out with people

like Monet, Renoir and Hemmingway. Or going back to post-war America and become

a Hippy hitting up Woodstock in ’69 to see Hendrix! Far out man!

What is the best thing about your job?

The diversity of my job. Every day brings different challenges from contacting a

European self-regulating body, to assisting with the preparation for the training days.

I also enjoy the client facing aspect of the new business team, talking to new agencies

from all over the UK and Ireland and ensuring that they have all the help and infor-

mation they need to make their first clearance with Clearcast as smooth as it can be.

Who would play you in the film of your life?

It would have to be an animation movie, and as a result I would get Agent Wild from

Despicable Me 2! She has the red hair and is exceptionally funny from start to end!

Your favourite TV ad of the last 3 months?

I really like the ad for Mating Season on Channel 4 – I think it is witty and embodies

what it is like to date in a big city like London.

If you could give advice to your 16 year old self, what would it be?

Buy stocks in Apple and invent Facebook.

What would you change about the advertising industry in the UK?

In my last office we had a beer trolley on a Friday packed full of beer, wine, cocktails,

crisps and chocolates…. I would make this a mandatory weekly feature in all the agen-

cies to reward them for their hard week’s work.

Kathy Rogerson is in charge of P&G Scientific Communications UK and Ireland.

Weirdest thing you’ve eaten on holiday?

Blancmange made from Carrigeen moss seaweed by my grandmother in Ireland….to-

tally disgusting, especially when you’re expecting a sweet pudding.

If you had a time machine when would you travel to and why?

Back to the sixties, I was just too young to go to Club-a-Go-Go in Newcastle which was

a famous music venue where the Animals were the resident band. I used to wait up

for my older brother to come home to hear all about it. It closed before I was old

enough to go.

What is the best thing about your job?

Meeting all the different stakeholders everyone from Science Journalists, Regulators,

Trade Associations, Politicians, Brand Ambassadors and Celebrities.

Who would play you in the film of your life?

Gina McKee… we’re both from Durham.

Your favourite TV ad of the last 3 months?

Evian Dancing Babies

If you could give advice to your 16 year old self, what would it be?

My 16 year old self would not listen to anyone… but the advice would be not to worry

about things that you can’t influence.

What would you change about the advertising industry in the UK?

I’d give Clearcast power to reject “naff, dull or boring advertising”.

Inny: Jennifer Maguire


Inny & Outty: we throw the same questions to aClearcaster and an external buddy.


CAST

Dr David B Peterson MA, MD, FRCP, RNutr

Nutrition consultant

David is Emeritus Consultant Physician in General Medicine, Diabetes

and Metabolism at Barts Health NHS Trust in London. He worked at

the Royal London Hospital before his retirement in 2012. David’s main

research interests were in nutritional aspects of diet and diabetes, cho-

lesterol and cardiovascular disease and he has published widely on

these. www.clearcast.co.uk/nutrition.html

David Curtis Consultant in Sports Equipment

David is the Special Projects Manager in the Centre for Sports Engineer-

ing Research at Sheffield Hallam University. His research interest is in

the dynamic performance of sports equipment, particularly cricket bats!

www.clearcast.co.uk/sports-equipment.html

Jonathan S Wheat PhD Consultant in Sports Equipment

Jon is a Principal Research Fellow in the Centre for Sports Engineering

Research at Sheffield Hallam University. Jon works on biomechanics

research and consultancy projects in the Centre and teaches on the MSc

Sports Engineering and MSc Sports and Exercise Science degrees. He’s

contributed to several books and has approximately 35 peer-reviewed

publications. www.clearcast.co.uk/sports-equipment.html

Sara Tabiat Pour BDS (Hons) MSc (Dist) MFDS RCS (Eng)

FDS RCS (Rest Dent) Dentistry

Sara’s BA degree in Dental Surgery is from Guy’s, King’s and St

Thomas’s hospitals in London. She now works at Guy’s and St Thomas’s

NHS Foundation Trust in London as a Locum Consultant in Restorative

Dentistry. She has taken part in research projects, spoken at dental con-

ferences, and written for numerous scientific publications.

Whilst Clearcast’s staff are specialists in the BCAP Code, we have to rely

on a number of external experts for script claims outside our expertise.

Clearcast employs experts in the following fields:

· General medicine · Nutrition

· Dentistry · Dermatology

· Veterinary science · Financial

· Legal · Epilepsy

· IT · Optical

· Motoring · Sports equipment

· Vacuum cleaners · Cleaning products

· Electrical products · Statistics

These experts work for us on a part-time basis, so we need to give them

enough time to look at your script and substantiation – we normally ask

that you allow them at least a week for feedback. We’d also ask that

you put your substantiation as succinctly as possible in a Claim Support

Document, which can be found on our website at:

www.clearcast.co.uk/clearcast-forms.html

Clearcast has recently taken on four new consultants:

Our new consultantsCathy PreeceCopy Group Manager


CAST

There are a number of dedicated cyclists here at Clearcast who ride to

and from our Bloomsbury office in the rain, wind and occasional

sunshine.

We are lucky enough to be able to buy bikes through the cycle-to-work

scheme, we have a famous bike shop round the corner and an under-

ground garage to keep our trusty bikes safe and dry.

Profile compiled by Seb LynchCampaign Planning Manager

The Cyclists!

MATTbikeCondor Tempo single speed & Brompton M Type 6 gear

distance to work3.2 miles

route highlightRiding along the canal and watching a Swan family with four cygnets growthroughout the spring and summer.

route challengeThe militant Lolly Pop Ladies of Islington.


SEBbikeCondor Potenza fixed-wheel


route highlightArnold Circus, Shoreditch – the country’sfirst ever council estate and one of London’s most popular locations for filming and photography.

route challengeOld St roundabout - dangerous if you don’t have your wits about you.


CAST

JANbikeCube Hopper Pro 11 gear hub

distance to work5 miles

route highlightI get to cross the river twice each day which is one of the greatest reasons to live in south London.

route challengeElephant & Castle roundabout with four lanes of traffic can be a bit hairy at times.

MARKbikeCondor Agio 20 gear


route highlightThe view across London from the topof Shooters Hill, and the high speeds I reach going down it. Also love goingthrough Greenwich park.

route challengeThe climb up Shooters Hill!

NIAMH

OLLY

bikeSpecialized Globe City 8 gear


route highlightFreewheeling down the short hill tomy house at the end of the day.

route challengeTaxi drivers and other cyclists cuttingme up, especially at the Rosebery Avenue /Farringdon Road junction.

bikeSun of Workshop single speed

distance to work9 miles

route highlightCrossing the Thames via Waterloo Bridgeas the sun is setting.

route challengeStaying alive. Olly had a very bad bike accident a couple of years ago, so thischallenge is especially pertinent.


The following are some of the sustainability initiatives that we specif-

ically operate:

• Waste recycling

• Ensuring that all electrical equipment is switched off when

not in use

• Installation of LED lighting in the office

• Use of dual screens to reduce printing

• Use of company Oyster cards rather than taxis for business

trips within London

• Donating toy samples to charities, once they’ve been tested

• A cycle scheme for employees to cycle to work

• Ordering the office fruit from a local business

Computer Aid www.computeraid.org

We are in the process of upgrading our IT network and will be donat-

ing 48 wiped PCs to Computer Aid who collect IT equipment for

distribution to hospitals, universities, schools and not-for-profit

organisations in over 100 countries.

Cleaning

In August we changed to a new cleaning company who won an ‘Envi-

ronmental Business of the Year’ award in 2011 and 2012. Alliance op-

erates a carbon neutral cleaning business and has a long list of

sustainability initiatives.

Everyone at Clearcast has the responsibility to ensure that we maintain

our approach to sustainability. All the team have embraced these

changes and are encouraged to put forward any reasonable or practical

suggestions for how we can continue to do this.


CAST

Clearcast is committed to improving the management of environmen-

tal and sustainability issues. We’re always looking at ways to improve

our approach in today’s business environment and have made some

positive changes to the way we operate.

We have developed a sustainable and responsible approach that will

help to positively impact our building, customers, employees, share-

holders and society as a whole. Our desire to grow without damaging

future generations' prospects is becoming more and more central to

our on-going business strategy.

Thankfully, we are not alone with these ‘green intentions’ – we also

work with the other businesses in our building on Roger Street. Every

month we meet the landlord/managing agents to talk through imple-

menting sustainability initiatives for the entire building.

CLEARCAST IS GOING GREENER!Barry NooneCopy Group Executive


Dear Jackie 42

Did you know…? 45


the back page

THE BACK PAGE

Jackie darlin’,

I’ve noticed that drag queens and the like keep appearing in the

media these days and seem to be used in TV ads a lot as well. Like

that kitchen towel one, love that one! And didn’t one for the bookies

get investigated by the regulator?

What’s the deal? Are they fair game for a laugh or summink?

Ta luv,

Seb.

Seb, short for Sebastian?

You shouldn’t shorten such a beautiful name. Mind you, I’m one to

talk as my name isn’t actually Jackie; I just shorten it to that so it’s not

such a mouthful. My full name is actually Jacarranda St. Angela Stone.

Anyway, I digress… The subject matter here is a sensitive one, and al-

though I will always answer my readers with my usual humour, I’d also

like to give you a well-considered response that I hope sits comfortably

with the transgender community.

To be clear, transgender or (trans) is an umbrella term used to de-

scribe individuals who present themselves in a gender other than the

one they were assigned at birth. Some might describe themselves as

transsexual and others might not identify with a particular traditional

gender at all. It’s a varied community which includes individuals who

Dear Jackie…Your ad problems solved by our resident agony auntCompiled by Elliot Lord, Senior Copy Group Executive


would describe themselves as transsexuals, transvestites, cross-

dressers, or a myriad of other terms.

Now, not a lot of people know this, but I want to be as transparent

with you all as my favourite MAC lip gloss. I stand comfortably (as

comfortably as stiletto heels will allow) under the trans umbrella. So

it’s fair to say that this is an issue to which I’m close.

Like any minority group, and especially those who suffer from big-

otry and prejudice, the trans community want to see a fair, respectful

and accurate portrayal of trans people in the media by addressing the

negative stereotyping that has been perpetuated by some of the media

over the years. In particular, it’s important to tackle some of the mes-

sages that could be seen to condone or encourage hurtful and harmful

behaviour.

Now, you might think that some of the ads you’ve mentioned go

against the grain of what I’ve just said, and you’d be right. As you

pointed out, the ASA pulled the plug on one ad they felt would cause

harm or offence because it suggested that the gender of individuals

could be speculated on as part of a game and used derogatory terms

by which women, and in particular trans women, would be offended.

It’s important to draw a distinction between an ad like that and an ad

that shows a man in a dress acting as a parody of a woman. These sorts

of ads draw on the age old tradition of the pantomime dame and don’t

reflect the trans community because they don’t seek to represent them

in any way. These characters are often shown as burly/hairy men, a

stereotype of masculinity and draw out the humour by juxtaposing that

with some of the stereotypical extremes of femininity.

As you can imagine, in a subjective area like ‘harm and offence’, it’s

virtually impossible to guarantee that no one will ever be offended.

However, Clearcast has this year sought the help of Trans Media

Watch to give its staff a better understanding of what issues the trans

community face and what sort of questions they should be asking

themselves when presented with an ad that seeks to use a member of

this minority group.

I hope that’s helped you, Sebastian, but if you need further guid-

ance, Trans Media Watch is happy to help guide you further.

Right, after that terribly serious reply from me… time for a gin sling!

Toodles,

Jackie. xxx

Got a question for Jackie?

Well then, Ms Stone would love to hear any questions

you have about Clearcast. Please keep it general and

talk to your exec if it relates to a particular clearance.

[email protected]

THE BACK PAGE


The staff at Clearcast is a thoroughly proactive and talented bunch.

When not busy dealing with all that entails the exciting world of clear-

ing adverts for broadcast, some find themselves…

…doing yet more advertising-y things! Six of our number recently com-

pleted the IPA Foundation Certificate, which meant independently

learning about the industry in a broader context from the ‘other side’

and being examined on it. Congrats go to Barry, Jennie, Jo, Mani, Matt

S and Mayee on their passing results and for adding to our ever-grow-

ing number of IPA Certificate owners (18 so far).

…while others find themselves swapping the relative comforts of seden-

tary office life for the harsh pavement tread of marathon training. Jan

Cooper spent five months preparing for his London Marathon. Jan’s

time was an impressive 4 hours 5 minutes and represented a personal

challenge that raised £735 for the Terrence Higgins Trust. Andy Kenyon

was the other Clearcast-er marathon runner in this quarter, braving the

longest winter in living memory to train with his wife for the Brighton

event. His commendable time of 4 hours 32 minutes (incidentally,

beaten by his wife who ran 3 hours and 38 minutes!) raised £515 for

the Epilepsy Society.

Did you know…Rudi HaigCopy Group Executive

THE BACK PAGE


…rounding-off the extra-curricular – congratulations to Copy Group

Manager Kate White who won the first Pighog Press/Poetry School po-

etry pamphlet competition. Kate’s work ‘The Old Madness’ triumphed

over 400+ submissions to claim the prize, which sees her work pub-

lished by Pighog Press in the Autumn.

Left: Jan Cooper; right: Kate White

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

cea ca ne e e a 2013 - clearcast.co.uk · hellos, goodbyes, promotions and babies 28 inny &...

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