ABC launches in-house creative agency ABC Made, claims new centralised model is cheaper
Public broadcaster the ABC has launched its own in-house creative agency, ABC Made, arguing the move to one creative marketing division will bring cost savings.
The creative division has been built to service the broadcaster’s marketing needs across TV, radio, news, international, commercial and digital.
ABC Made is being led by former head of ABC TV marketing Diana Costantini, with ABC director of marketing and audience Leisa Bacon saying: “The in-house agency has been set up to maximise our creative staff across the organisation. It will deliver more efficiencies while keeping audiences front and centre.”
The ABC Made team will consist of radio and TV promo producers, digital and print designers, motion designers and conceptual writers.
Nice one Di
why don’t all companies do this?? they would save tens of millions a year that agencies rip them off.
Didn’t the Comm Bank do this back in 2000? Their in-house agency (360 I think) survived only until they changed Marketing Directors.
It might be different for media outlets but I do wonder how long it will last.
methinks you’re right Joe P – it’s both the next right move and also one that will run its course before reverting to the outhouse model… the natural order of things
Great! Saves the ABC a swag of money and uses the creative talents of in house staff who know the product. The Podcast app Hear,Here, was a winner.
hi quality.
the abc are a media business and know how to make filmy things. its a bit different them doing it to unilever.
further as the abc is government owned its prudent on them to not be seen competing with the commercial stations (as weird as that is).