Trends from New York’s AdForum Worldwide Summit
A number of local agencies are already offering in-house production as a service to their clients
Johanna McDowell, CEO of the Independent Agency Search and Selection Summit (IAS), recently returned from the 15th AdForum Worldwide Summit in New York. Invitations to attend the summit are extended to intermediaries such as the IAS, as well as to pitch consultants and agency advisers, in addition to smaller consultative companies working with clients and ad agencies. One of the biggest trends coming out of the summit this year, reports McDowell, was the move towards agencies having their own in-house production studios. “This is an interesting move given that we saw the same thing happening around 30 years ago; and now we’re back there,” she says. Considering the advantages of in-house production, including speed of delivery, accuracy of brief and messaging, cost efficiency and the fact that it provides an additional revenue stream for agencies, it’s a trend that makes perfect sense, she says. A number of local agencies are already offering in-house production as a service to their...
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