Everything Brands Need to Know About Bringing Their Marketing In-house

Industry execs and experts offer advice on how to get it right

Learn how the creator economy is transforming the marketing landscape, and how to cultivate partnerships to grow engaged communities at Social Media Week: The Creatorverse, May 16–18 in NY. Register now to secure your early bird pass.


Barely five years ago, Verizon had more than 46 agency partners, and it outsourced nearly all aspects of its communications business. Cut to the present, and the telecommunications giant has essentially reversed course, with Verizon bringing “core competencies” of its communications business in-house—including a substantial chunk of its creative and brand-narrative work.

As a result, says Andrew McKechnie, Verizon’s chief creative officer, the company has “greater control over the brand’s design, voice and identity,” and who doesn’t want greater control, right? In fact, the trend of brands taking elements of their marketing business in-house has practically become an industry-wide norm as advertisers are increasingly expected to be ready to react at a moment’s notice.

AW+

WORK SMARTER - LEARN, GROW AND BE INSPIRED.

Subscribe today!

To Read the Full Story Become an Adweek+ Subscriber

View Subscription Options

Already a member? Sign in

Adweek magazine cover
Click for more from this issue

This story first appeared in the July 22, 2019, issue of Adweek magazine. Click here to subscribe.