ABC launches in-house creative agency

The ABC has established a new in-house creative agency, ABC Made.

The new creative agency aims to deliver on ABC’s varied marketing requirements and 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.

ABC director of audience and marketing, Leisa Bacon, said the in-house agency had been set up to maximise the use of creative staff across the organisation. 

"It will deliver more efficiencies while keeping audiences front and centre.”

Headed by creative director, Diana Costantini, ABC Made will aim to deliver greater brand continuity as well as streamlined processes.

Costantini said the in-house agency model was 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," she said. 

“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.”

Recent campaigns created by the ABC Made team include the Radio Player App campaign, “Hear Here”. With elements across TV, radio, outdoor, digital and social, “Hear Here” delivered a 20 per cent increase in daily users for the app with a 104 per cent increase in podcast plays. 

The team has just completed creative concept and production of an ABC News Digital campaign, launched this week. The campaign covers TV, radio, digital and outdoor.  

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