ABC’s in-house agency ABC Made takes off; creates campaigns for ABC News Digital + app
ABC has announced the establishment of its new in-house creative agency, ABC Made.
Recent campaigns created by the ABC Made team include the highly successful Radio Player App campaign, “Hear Here”. With elements across TV, radio, outdoor, digital and social, “Hear Here” delivered a 20% increase in daily users for the app with a 104% increase in podcast plays.
The team has also just completed creative concept and production of an ABC News Digital campaign, launched this week. The campaign covers TV, radio, digital and outdoor.
Established to deliver on ABC’s varied 
marketing requirements, ABC Made brings together creative teams from multiple disciplines to service all of the ABC’s divisions – TV, Radio, News, International, Commercial and Digital Networks.
With a focus on 
integrated campaigns and strong creative executions, the ABC Made team consists of radio and TV promo producers, digital and print designers, motion designers and conceptual writers.
Says Leisa Bacon, director of audience and marketing: “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.”
Headed by multi-award-winning creative director, Diana Costantini, ABC Made will deliver greater brand continuity as well as streamlined processes.
Says Costantini: “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.”
1 Comment
Yes, the in-house dept seems to becoming more prevalent. Opens the doors for us creatives instead of relying on the same old agencies to work for. Better to be bum-farked by the client direct, than being bum-farked by the client, and the agency you work for, I guess.