THE TIDE HAS TURNED, WITH AGENCY CREATIVES MOVING CLIENT SIDE.
It’s no secret that many brands are benefiting from moving work in-house—it cuts agency fees and allows clients to more efficiently combine creative and business talent under one roof, something “agencies should worry about a great deal,” according to Darren Moran, CCO of The Wonderful Company’s in-house Wonderful Agency.
And the upside of in-house is not limited to clients.
As brands shift budgets to those in-house teams capable of producing increasingly recognizable work, negative stereotypes about working in-house have eroded and top creatives are being attracted to client-side roles, lured by the promise of the type of creative freedom, client access and work-life balance unavailable at agencies.
At the time he joined Dollar Shave Club to lead creative in 2013, Alec Brown stein said there was a “major stigma with leaving the agency world and charting any path that didn’t involve getting to more and better agencies.”
Since then, there has been a “complete 180” in that attitude, he explained. “Now everyone just wants to go in-house.” Brown stein’s creative partner Matt Knapp arrived at Dollar Shave Club from Anomaly in 2015, citing similar attitudes at the time.
Bu hikaye ADWEEK dergisinin July 9, 2018 sayısından alınmıştır.
Start your 7-day Magzter GOLD free trial to access thousands of curated premium stories, and 9,000+ magazines and newspapers.
Already a subscriber ? Giriş Yap
Bu hikaye ADWEEK dergisinin July 9, 2018 sayısından alınmıştır.
Start your 7-day Magzter GOLD free trial to access thousands of curated premium stories, and 9,000+ magazines and newspapers.
Already a subscriber? Giriş Yap
News Anchor Of The Year Megyn Kelly
From Trump to ailes, the fox news personality fearlessly faces off with the powers that be—and ends up crushing the cable ratings race.
The Big Bang
Global consultancies are rocking the agency world, creating a new universe of offerings that meld marketing and technology.
DROGA5
Using the fingers on just one hand, David Droga argues, you can count the number of agencies that possess a “strong soul.”
Ogily
When it comes to leadership changes, 2016 will be remembered as a time of disruption.
The Myth of White Space
'Brands have to stand out in an obvious crowd—not stand alone in an unusual spot that no one cares about.'
Brand Phelps
Can the greatest olympian in history be as dominant out of the pool as he was in it?
Masters Of Their Domain
WHY DIGITAL BRANDS ARE KILLING IT IN ECOMMERCE. BY LAUREN JOHNSON
Winners' Playbook
BRANDS OFTEN FIND THAT WHEN THEY AIM TO DO GOOD, THEY ALSO END UP DOING WELL. HERE ARE FOUR RULES TO KEEP IN MIND. BY DAN TYNAN
Flipping The Disruption Script
THE FORTUNE 500 SHOULDN’T REST ON THEIR LAURELS OF HAVING A FIRST-TO- MARKET ADVANTAGE.
MCCann
All things old were new again in 2017 as McCann dominated the U.S. agency landscape with a string of wins and created the most-discussed campaign of the year in Fearless Girl.
