The best Super Bowl Ads were done in-house.
That seems to be the discovery “in the aftermath of the crowded, frenetic advertising bowl that took place inside Super Bowl XLIV on Sunday. Among those commercials consistently deemed most effective, memorable and talked-about, many were created or suggested by consumers — or produced internally by the sponsors — rather than the work of agency professionals.” NY Times
I’ll never forget having lunch with George Lucas in the 1980’s and listening to him tell us that “everyone was going to become a producer” because of desktop multimedia. He was right.
I had to put up with “In-house isn’t good enough” from a lot of naysayers at IBM, Motorola, DiVosta Homes, Pulte Homes, and Minto – where I ran in-house agencies.
The silly charge never made any sense:
We launched multimedia and the Internet at IBM from our Boca studios, Nextel from Motorola in Ft. Lauderdale, a new DiVosta brand that has 86% brand awareness (a household name in its market), a $9.8 million savings in the first year of going in-house at Pulte Homes in Florida with an increase of 2,400% in qualified leads, and a jump in sales revenue from $8 million to over $71 million at Minto Communities – all done in-house during a real estate market disaster.
Our in-house Motorola agency even produced the campaign that helped win “Product of the Decade” from Business Week Magazine.
See the i1000 smartphone to the right and Click Here for “Since the Beginning of Time” media.
To see more YouTube examples of our work: Click Here
To see some examples of E-Marketing and print, see the portfolio on the right side of this blog.
In addition, the cost of running an in-house agency & studio, including people, equipment, and media buying vs. using agencies is about one-third. The other two-thirds is either profit to the company or additional media buying flexibility to really penetrate a market or extend the brand.
In-house is thought of as a dirty little secret among marketing, PR, and advertising executives. Many times “in-house isn’t good enough” relates more to the failure of the executive not knowing how to run an agency or they really like all the free perks and lunches they get from agencies.
The work and results speaks for itself. See the rest of the NY Times article here: Do It Yourself Super Ads