The ABC has announced the formation of its in-house creative agency, ABC Made.
Headed up by award-winning creative director Diana Costantini, the internal agency will merge creative teams to service all of the ABC’s divisions, including television, radio, news, international, commercial and digital networks.
Director of audience and marketing, Leisa Bacon, said: “ABC Made has been set up to maximise our creative staff across the organisation. It will deliver more efficiencies while keeping audiences front and centre.”
The team will comprise of radio and television promo producers, digital and print designers, motion designers and conceptual writers.
Costantini said the internal agency has been in development for six months, with the project requiring “a shift in how we operate".
“We are looking at things more holistically. We have restructured, and some people have been impacted as a result of that," Costantini said.
She said while the ABC hasn't worked regularly with an external agency for more than five years, the broadcaster will outsource work for large projects.
“The in-house agency model is on the rise with many larger media organisations working this way,” Costantini said.
“The centralised model has also been applied to the ABC’s audience insights team and the media planning team.
“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.”
ABC Made launched with the Radio Player App campaign, “Hear Here”, which included elements across television, radio, outdoor, digital and social. The ABC reported the campaign delivered a 20% increase in daily users for the app with a 104% increase in podcast plays.
The agency is currently working on a new campaign for ABC's iView.
“It has opened up the floodgates with all divisions wanting to do more integrated campaigns,” said Costantini.
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