Brands are looking for more control over their advertising output. Is bringing creative in-house better than outsourcing advertising? Or is there a third way?
In-house Advertising Team
We all still remember the PR car-crash, which piled up around the Kendall Jenner Pepsi ad. The campaign was supposed to be an example of edgy advertising crafted by an in-house team.
In the driving seat that fateful day was Kristin Patrick, senior VP-global brand development. Mr Jakeman, President of PepsiCo Global Beverage Group, praised the ad on Twitter shortly after it was released. Saying he was “super proud of the @PepsiCo #CreatorsLeague for producing this.” The tweet got deleted swiftly afterwards.
Why bring advertising in-house?
The way ad agencies approached creativity for brands died years ago. The “big” advert surrounded by a dribble of marketing comms is long gone.
But the constant stream of output needed by social channels and digital platforms stretches the many traditional agencies to breaking point. Is that the end of outsourcing advertising?
Clients want brief to completion time frames that don’t allow for the Chinese whispers of larger agencies. Brands looked for a more efficient workflow and came up with the idea of creating in-house creative departments to handle all needs.