AICE Releases 'Avoid The Skip Button' Film to Help Agencies Choose The Right Talent
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.’
