A $10 BET: In-House or Out?

Should a client ditch its ad agency and set up an in-house agency instead? Unsurprisingly enough, the 4A’s thinks that would be a bad idea. Last month, O. Burtch Drake, 4A’s executive vp/chief operating officer, gave a speech to the Florida Tourist Commission on the matter. (The commission is considering a shift to an in-house operation.) After detailing the comparative benefits and liabilities of an outside agency versus an in-house unit, Drake offered a wager to his listeners: ‘List your five favorite advertising campaigns. I’ll bet each of you $10 that not one of them was created by an in-house agency.’ If you’re a devotee of campaigns created in-house, maybe you can get a piece of that action.
Copyright Adweek L.P. (1993)