1. As far as possible bifurcation shall be discouraged except in case where a client (department/organization) spends more than one million for bifurcated account in Print Media. The clients may bifurcate their account for different media i.e. T.V., Radio or print media. However, no client shall be allowed to appoint more than three agencies for dealing its account in the print media.
2. The clients shall be required to clearly specify the products or the nature of ads to be handled by the agencies on the panel to the satisfaction of the APNS. No bifurcation on area/region basis shall be allowed. The bifurcation of account for temporary basis shall not be entertained.
3. The appointment of additional agency shall only be regularized by the APNS, if the No Objection Certificates of the existing agencies are provided along with the bifurcation of account. The No Objection Certificate will also be required in case of new products/services.
4. No Services such as Hotels, Airlines etc. will be bifurcated. Only clients handling multiple but distinguishable services can bifurcate their account clearly specifying the nature of services handled by each agency. Those clients which handle both products as well as services may bifurcate their account appointing an agency for their products and the other agency for their services.
5. A client having an accredited agency on its panel cannot appoint a non-accredited agency as an additional agency to share its account.
6. The member publications of the APNS shall not publish and the advertising agencies /clients shall not release the ads of bifurcated account until the bifurcation requirements noted above are completed by the clients and regularized and circulated by the APNS.
7. While making a bifurcation, or while evaluating an existing bifurcation, ONE agency shall be listed, among these bifurcations, for products and/ or services as a residual agency. This implies that residual agency is responsible for releasing all non-brand advertising including corporate, jobs wanted (where no brands are listed ) and any other advertising not listed under the bifurcation. |
