‘Fortune Favors The Bold’ Is Trunk Club’s Approach To Advertising: Senior Director Boyle

ORLANDO—Being bold and edgy in your approach to advertising is the Trunk Club way. Those traits are a reflectiong of the male-oriented retailer’s in-house agency, which is “the driver of creative for our band. We do not work with any external agencies right now. So we’re it,” says Maureen Boyle, Senior Director, Creative Services & […]

 

New Balance’s Ruhl Describes The Hybrid Approach To Advertising Resources

ORLANDO—The term “hybrid” doesn’t just apply to certain types of athletic shoes sold by New Balance. It’s also the international marketer’s approach to balancing an in-house agency and its global strategic agency of record, VMLY&R. “I see the hybrid model as being a great way forward for New Balance. We’re a business with a load […]

 

Being ‘Virtual’ In-House Means Recruiting For Talent, Not Location: PwC’s Teuber

ORLANDO—Working remotely isn’t for everyone, but it’s working out pretty well for 150-year-old PwC’s in-house agency. “My agency is a virtual agency, meaning we all don’t report into one headquarters operation and work together,” says Managing Director and Creative Leader Jack Teuber. “Rather, people are working sort of where they are,” Teuber adds. “We recruit […]

 

Technology To Deliver Creative Assets Should Be Invisible To Viewers: Extreme Reach’s McLaughlin

ORLANDO—Few companies want their services to be invisible to users, but when the mission is to ensure video ads play perfectly on every screen or device, viewers of those ads shouldn’t pause to wonder what’s happening behind the scenes. That’s the goal at Extreme Reach, whose AdBridge platform is used to manage and deploy creative […]

 

Some But Not All Media Activity Will Follow Creative In-House: ANA’s Duggan

ORLANDO—It started with “low-hanging fruit” like collateral and point-of-sale materials and package design then progressed to social media. Now more marketers are expected to bring some of their media activity in-house—one reason being to protect their first-party data, according to Bill Duggan of the Association of National Advertisers. “Currently, there’s much more creative done in […]

 

Marketers Should Seek ‘The Right Model’ When Deciding What To Do In-House: 4A’s Kaplowitz

ORLANDO—Before digital media and all of its complexity came along, advertising agencies were basically ensured of an end-to-end relationship with their clients. Now there’s so much more work to be done, it’s not surprising that more marketers are taking certain functions in-house, according to 4A’s President & CEO Marla Kaplowitz. “It’s been around for a […]