IHG Hotels & Resorts
Ditching the traditional creative AOR for a smarter, more flexible in-house option.
30K assets produced annually
500+ campaigns and projects delivered
>30% reduced cost per asset
3,000+ region-specific assets
Our cast & crew
We don’t just hire once and ride the wave. The list of Rosies at IHG is always evolving based on the company’s needs.
- Creative director
Renee: This seasoned hospitality and entertainment industry creative has a knack for launching in-house studios. - Senior art director
Kaytee: A creative agency alum with experience across digital and retail channels and a talent for partnering with copywriters. - Creative director, copy
Jane: A voice for the people who knows how to craft strategic copy from her many years of agency and in-house copywriting. - Production design lead
Shalini: Designer and creative services pro who’s a master at spotting inefficiencies and X’ing them out before they become a problem. - Account manager
Eva: An expert at managing large, complex client partnerships thanks to her years at other agencies, big and small.
The ask
What started as a pandemic-era, cost-cutting move turned into IHG’s best marketing decision yet. After having to let go of their creative agency partners, We Are Rosie stepped in to help them integrate experienced (and ex-top-agency) freelance talent into their in-house studio, all on a flexible basis. While not an easy feat, it’s a strategic partnership that’s only grown stronger each year.
Today, we curate IHG’s entire team of freelance specialists, turning their in-house studio into a creative powerhouse for over 20 brands.
The challenge
It wasn’t just about creating a new team in a tumultuous time. We also had to:
- Cast talent who could actually handle their business needs—because when we find the right people, everyone wins.
- Support an agile, cost-effective in-house creative studio that ditches agency retainers for good.
- Let IHG scale creative support up or down based on what they actually need, when they need it.
The plan
We coordinated a deep bench of brand-immersed talent for IHG, working with the company’s creative team to figure out who they need for upcoming initiatives. Once we find and vet the perfect Rosies, they embed into the creative studio and get right to work.
This flexible setup lets IHG produce creative quickly for every channel you can think of—social, OOH, digital, CRM, internal comms, sponsorship, you name it.
The playbook
With a signed MSA in hand, here’s how we get our teams aligned and ready to rock:
Week 1
- Ask received from IHG
- WRR and IHG connect to discuss needs
- WRR begins talent search
Week 2
- Internal Rosie vetting for culture and skills fit completed because we know IHG’s expectations
- Interviews with Rosies and IHG scheduled
Week 3
- Client completes interviews with feedback
- Client leads on internal next steps: PO opened, funds secured, etc.
Week 4
- Rosies are live!
And what did we accomplish?
We're IHG's strategic partner in making their flexible in-house studio actually work. Every year, our Rosies help crank out nearly 30,000 assets, deliver 500+ campaigns and projects, and slash cost per asset by approximately 30%.
We Are Rosie’s ability to seamlessly integrate with our teams and adapt to evolving priorities has been instrumental in helping us drive growth and operational efficiency. This collaboration goes beyond vendor-client—it’s a strategic alliance that empowers us to scale creatively and efficiently.