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Three years ago, Leland Maschmeyer left Collins, the design agency he co-founded, to join Chobani as its first chief creative officer. His task: to build the brand’s own in-house agency, bringing its creative capabilities inside Chobani’s walls instead of relying on agency partners.
“The leadership at the time felt that creativity needed to be a strategic imperative for the growth of the organization,” he said. “Trying to steal share in a highly competitive category means that you can’t do the same things that everyone else is doing.”