Could This Be the Moment for In-House Production?

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The documentary film Art & Copy begins by describing the radical step taken by Bill Bernbach in the late ’50s of merging the art and copy departments, forming the creative teams that became the basis for advertising creativity for the next 50 years. Could we now be at the beginning of another revolution? Should agencies consider the radical step of adding directors to their creative departments? At least one agency, Mother, New York, thinks so.

We’ve moved from a world where 30 seconds of content costs hundreds of thousands of dollars to produce, to a digital space where distribution allows for unlimited amounts of content.

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