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.

insitu2The 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.

Asked if the move to a dedicated in-house division meant a shift away from agencies the ABC said it only has relationships with agencies on a freelance basis, which will continue.

“The ABC does not have existing partnerships with agencies,” said an ABC spokesman. “We do use a range of freelance creatives on a project by project basis and we anticipate that those partnerships will continue.”

Costantini noted that in-house agencies were on the rise with the likes of Foxtel and Ten all launching their own and that a centralised model had also been created for other relevant parts of marketing.

“The in-house agency model is on the rise with many larger media organisations working this way,” said Costantini.

“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.”

Recent campaigns created by the ABC Made team include the recent Radio Player App campaign, “Hear Here”, which delivered a 20 per cent increase in daily users for the app with a 104 per cent 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.

Nic Christensen 


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