Hoping to get a head start in upcoming negotiations with organizations representing actors, the Joint Policy Committee of the American Association of Advertising Agencies and Association of National Advertisers is looking for a consultant to help the sides come up with a new system for compensating actors used in integrated campaigns, writes AdWeek. With the creation of new media, talent has collected fees for various media for which an ad is repurposed, resulting in additional costs for advertisers and administrative problems for those managing talent payments.

"We need a new, equitable approach to talent payment–one that recognizes that consumers are viewing commercials on cell phones and iPods, and advertisers are using digital editing to customize messages for very narrow audiences," Douglas J. Wood, lead negotiator for the advertisers, said in a statement announcing the request for qualifications (pdf).

In turn, talent unions have been concerned over being left out of discussions about brand integration/product placement in programming, a practice growing in popularity, AdAge adds.

The Joint Policy Committee represents the advertising industry in negotiations with the Screen Actors Guild (SAG) and the American Federation of Television and Radio Artists (AFTRA) in connection with new contracts governing the employment of actors in television and radio commercials.