Whilst most organisations looking to set up an in-house agency begin by saving money on the easy stuff - the print work, brochures, maybe CRM and B2B, Specsavers didn’t. When they began, they started at the other end. That is, their goal was to make the company famous, and they achieved their objective by bringing in creatives rather than process management.
In this session, Specsavers’ Creative Director explores how the Creative Department has developed over his 20 years at the helm and the close relationship between marketing and creative. He then discusses what led him to the conclusion that in-house only really delivers its full benefits if it puts creatives in a position to drive forward the organisation’s communications and advertising.
