Some brands are opting for in-house agencies to manage Super Bowl work

New Ideas in MarketingEssential news for marketers, summarised by YouGov
January 27, 2020, 9:05 AM UTC

In-housing Super Bowl work could be risky.  

Some brands have chosen to go with their in-house ad agencies for Super Bowl work. For Volvo, it is mainly about speed. Volvo Car USA’s Jim Nichols states that for the Super Bowl, its in-house agencies’ scope of work would be relatively small.

Procter & Gamble’s (P&G) pregame spot for Secret is being handled in-house. The ability to go rapidly from idea to execution is a key reason. P&G’s Sara Saunders shares they went from concept to shoot in six weeks.

Further, 140 (Verizon’s in-house agency) will be handling the company’s on-ground social media captures and marketing during the Super Bowl. Metaforce’s Allen Adamson notes that campaigns integrated with social or other channels need lot of people from the organisation to be involved, which leads to a campaign being handled in-house.  

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