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ANA survey shows In-House Agencies are most important for producing new creative assets
Creative messaging development and production given COVID-19
The ANA surveyed its members to understand if/how creative messaging has been developed and how work is getting produced, given the COVID-19 crisis. Members were surveyed March 30–31; there were 196 respondents.
In the report, In-house agencies were identified as being most important for producing new creative assets, followed by other internal teams, external agencies, and media partners.
Fifty-five percent identified in-house agencies as being ‘very important’ for producing new creative assets, while 42 % said other internal teams were key to asset production.
At the same time, 26 % of respondents said external agencies were ‘very important’ in the development of new messaging while 22 % cited media partners as making very important contributions. Eleven percent of production companies were rated ‘very important’
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“This important new report shows that even in a time of severe crisis, our members are figuring out ways to get the job done — and fast,” said ANA CEO Bob Liodice. “Marketers should be proud of the teams they have created, who have displayed remarkable skill and flexibility in their ability to meet the incredible creative challenges posed by the current pandemic.”