In-house Agencies Recognized in ANA Multicultural Excellence Awards

September 12, 2016

By Bill Duggan

Finalists in the 2016 ANA Multicultural Excellence Awards, celebrating the year's best multicultural advertising campaigns, were recently announced. Interestingly, three of the finalists are submissions from in-house agencies:

  • Prudential Advertising in the Business-to-Business category
  • Walt Disney’s Yellow Shoes in the People with Disabilities category
  • Mattel’s in-house agency for work on American Girl in the Significant Results category

We looked back at the prior five years (2011–2015) and not a single in-house agency was a finalist during that time. The fact that three in-house agencies are finalists in 2016 is therefore significant and noteworthy. 

Penetration of in-house agencies is increasing and stood at 58 percent when ANA last surveyed our members (2013, “The Rise of the In-House Agency”). This is a reflection of the economic environment in which corporations have reduced budgets and are challenged to do more with less. Since multicultural budgets are especially tight and in-house agencies help reduce costs, there is nice synergy here. Also, the growth of digital/social/mobile and their need for quicker turnaround has played a role in the increased penetration and responsibilities of in-house agencies. Multicultural audiences index higher on digital/social/mobile consumption so in-house agencies can play important roles in such multicultural campaigns.

Expect even more activity from in-house agencies going forward. Congrats to Prudential Advertising, Walt Disney’s Yellow Shoes, Mattel, and all the finalists for the 2016 ANA Multicultural Excellence Awards. Winners will be announced at the ANA's 18th Annual Multicultural Marketing & Diversity Conference, October 9–11 in Los Angeles. 

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