Please be informed that the IPA offices will be closed Friday 4th August.
We will respond to you as soon as we return on Monday 7th August.

IPA/APA launch interactive production guidelines

The IPA and APA (Advertising Producers Association) have today (21st January 2014) launched the industry’s first set of guidelines for interactive advertising design development.


Entitled “IPA/APA Interactive Framework for Producing Interactive Projects in Advertising”, it takes individuals through the entire process of producing interactive work from the initial brief to maintenance of the finished project. It is the result of 18 months’ work by a team of digital specialists drawn from both agencies and production companies.

This guidance follows the pattern of the renowned 1987 Pliatzky recommendations on the production of TV commercials, which set the pattern and the paperwork for TV production not only in the UK, but across most of the English speaking world.

Says Geoff Russell, Director for Media Affairs at the IPA, “It is difficult to overestimate the importance of the Pliatzky Report to the smooth working of the TV commercial production industry. Generations of TV producers who have never heard of its recommendations have followed and still work to its guidelines. We are hoping that the IPA/APA Interactive Framework will be just as important and as useful for interactive projects in advertising.”

Says Steve Davies, CEO of the Advertising Producers Association, “This is a great moment in interactive advertising- establishing a solid foundation for great work in interactive, in the same way the TV contract had been for TV production.”

The recommendations were unveiled today (21st January 2014) at a special presentation to the industry held at the Moving Picture Company. Download the framework here.

Contributing authors:

James Britton from Stinkdigital
Valentina Culatti from UNIT9
Lins Karnes from B-Reel
Ed Hornby from VCCP
Daniela Michelon from AMV

Last updated 22/01/2014

Contact the IPA

ABCe audit Offical Webby Awards Honoree (2011, 2013)

Website, membership and content management software by Senior
Creative design by Igentics

Institute of Practitioners in Advertising (IPA)
© 2018 IPA. All rights reserved. No part of this
site may be reproduced without our permission.