When delegates arrive at the Association of National Advertisers’ Masters of Marketing Conference in Orlando tomorrow, they’ll find an oversized postcard in their delegate bag. On one side will be a familiar, if ominous, message: the Skip Ad ► prompt. On the back, they’ll find a web address: www.AvoidTheSkipAdButton.com
That’s where they’ll find a short film from their friends at AICE, the post production trade association. Last year at the conference we distributed a transparent postcard that called into question many of the claims agencies have been making about in-house production and post. Turned out to be a bit prescient: two months later, the in-house issue exploded when the DoJ began issuing subpoenas.
This year, the AICE are taking our concerns with agency in-house to a different level: talent and creativity. The film dramatises the glaring disparity between what in-house production and post can do for brands, versus what they’ll get from independent companies. Its message is simple: want to avoid the dreaded ‘skip ad’ button? Then think twice when your agency takes a brilliant concept and says, ‘Don’t worry, we can handle it in house.’