ABC announces in-house creative dept, ABC Made.
Promo producers for TV, Radio, News & Digital now under one umbrella within ABC.
- Published by David Knox
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The ABC has established an in-house creative agency, ABC Made, to market its TV, Radio, News, International, Commercial and Digital Networks.
Headed by Creative Director, Diana Costantini, ABC Made consists of TV promo producers, digital and print designers, motion designers and conceptual writers.
Director of Audience & Marketing, Leisa Bacon, said: “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 in-house agency model is on the rise with many larger media organisations working this way. The centralised model has also been applied to the ABC’s audience insights team and the media planning team, resulting in much tighter targeting, along with stronger creative output.
“The ABC will never have large production budgets so our aim is to build our in-house capabilities and attract the strongest creative staff we can find. What we lack in spend, we make up for in brilliant content. We’re incredibly fortunate to be working across such great brands, content and products and that’s incentive for anyone working in this industry.”
ABC Made’s recent campaigns include a Radio Player App campaign, “Hear Here” and an ABC News Digital campaign.
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One Response
Does the ABC really need an in-house creative agency? Well, the simply answer should be No. Why? The whole ABC should be creative in all aspects of its briefs and work entities. As soon as you establish a special unit and delegate the creativity with marketing, all you will get is pathetic self promotion. The ABC does not need to promote itself in this way. The ABC does not need to promote its news services, other than to do what it does better than everyone else and they will come. Result of the agency’s opening work? Dreadful. Do viewers really want to be told by jingle song that we have “the whole world in our hands” when we get that without it being shoved down our throats in a way that totally devalues the product and integrity of the ABC news? Think about it ABC management. You’re going down a bad path.