Andrew McKechnie, Head of Creative at Verizon, argues that the traditional agency model is flawed and champions the benefits of an in-house creative department. Drawing from his experience at Apple, McKechnie details why creatives are increasingly drawn to working directly with brands, emphasizing the advantages of speed, agility, and a deeper understanding of brand identity. This episode offers compelling reasons for brands to consider bringing their creative functions in-house for greater control and authenticity.
Key takeaways
Creatives are motivated by deep brand immersion: Talented creative professionals often prefer working directly for brands to gain a more profound understanding of the brand's vision, products, and objectives, leading to more authentic and impactful work.
In-house creative teams offer significant tactical advantages: Brands can achieve increased speed and agility in campaign execution, quicker turnaround times, and greater control over brand messaging and consistency by having an in-house creative function.
Establish clear external agency engagement strategies: Even with a strong in-house team, external agencies can provide specialized expertise or fresh perspectives. The key is to guide these collaborations with a deeply internalized understanding of the brand to prevent identity dilution.
Cost efficiency and cultural alignment are central benefits: Bringing creative in-house can lead to cost savings compared to external agency markups and fosters a stronger cultural alignment within the company.
Protect brand authenticity through internal understanding: A deep, internalized understanding of the brand's DNA is crucial for generating creative that truly resonates with the target audience and maintains brand consistency, especially when working with external partners.
In the Spring of 2017, Verizon brought on Andrew McKechnie to run its new, in-house creative agency after a long career at Apple and a handful of other agencies. In this episode, McKechnie talks about why creatives actually do want to work with brands, the in-house difference, and why staying true to the brand is especially important when working with outside agencies.
Creatives are motivated by deep brand immersion: Talented creative professionals often prefer working directly for brands to gain a more profound understanding of the brand's vision, products, and objectives, leading to more authentic and impactful work.
What does this episode say about founder & leadership?
In-house creative teams offer significant tactical advantages: Brands can achieve increased speed and agility in campaign execution, quicker turnaround times, and greater control over brand messaging and consistency by having an in-house creative function.
What does this episode say about brand & content?
Establish clear external agency engagement strategies: Even with a strong in-house team, external agencies can provide specialized expertise or fresh perspectives. The key is to guide these collaborations with a deeply internalized understanding of the brand to prevent identity dilution.
What does this episode say about brand & content?
Cost efficiency and cultural alignment are central benefits: Bringing creative in-house can lead to cost savings compared to external agency markups and fosters a stronger cultural alignment within the company.
What does this episode say about brand & content?
Protect brand authenticity through internal understanding: A deep, internalized understanding of the brand's DNA is crucial for generating creative that truly resonates with the target audience and maintains brand consistency, especially when working with external partners.
