Back in the heyday of my fansite, Perfect World, I somehow got my hands on the e-mail address of Nigel Dick (the director of Cruel Summer). By 1998, he was very well established as THE pop video director, so I suspect Arista / Clive were the ones to secure him.
I asked him how he dealt with Linn taking a background role in the A3 era, in spite of being such an integral part of the image of the band. He told me that he switched to a long lens to get close-ups of Linn: "Not very gentlemanlike, to be sure, but it's what the label wanted." There's actually one of these zooms in the video where she casually uses both hands to point away from her, and I've always wondered if it was less a bit of hand choreography and more of a signal to the director to point the camera elsewhere.... haha.
I suspect the label in question was Arista...!