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A series of negotiations among commercial production companies, Ford Motor Co. and the client’s lead agencies has led to a compromise on Ford’s mandated production guidelines, Ford said last week. The guidelines previously stipulated fixed fees for processing film stock and reductions of customary markups. A Ford rep said the new guidelines represent “more of a ‘soft-quote’ situation now.” The aim is to break a months-long stalemate during which top West Coast production houses suspended bidding on commercial boards for the client and its associated brands after Ford mandated markups of as low as 14 percent [Adweek, Oct. 13].
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