French advertisers say “non” to in-house production

With APA members not lending directors to agency in-house departments (with the very odd exception) because it would be business suicide nor bidding against them because any system in which one company is a bidder and chooses the winning bid cannot operate fairly, we have focused on ensuring that clients understand the value of choice and competition.

It is for them to decide, of course how they want to spend their money. Is a monopoly supplier, in the shape of an in-house production unit or having three independent production companies fight for their work on expertise and price deliver the best value?

French advertisers have decided that the market- independent production companies- provides best value and, as a result in house agency production has all but disappeared in France.

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