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Creative X, Facebook’s global internal integrated creative agency, is shifting from an agency of record/lead agency model to an agency roster model.
Under the new model, Creative X will be the strategic lead on all work in partnership with its strategic partner agencies, with additional agencies added to the roster to help handle specialized types of creative and production work.
Creative X is made up of more than 300 people in eight countries who are responsible for developing high-impact creative for consumer marketing, events and experiences across Facebook’s family of brands: the parent company, the flagship application, Instagram, Messenger and WhatsApp.
The agency is led by managing director Amanda Goodspeed, who brings extensive consulting experience to the table, as well as having managed production teams for leading consumer brands including Adidas, Google, HP, Microsoft and PepsiCo.
Goodspeed
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