replacing creative agencies with a flexible in-house department
At the start of the pandemic, IHG cut budgets and let go of their creative agencies. But the marketing team still had to execute, and they needed to be more agile than ever thanks to the rapidly changing public-health emergency.
brands being worked on under the IHG umbrella
assets created in 2021
All types and levels of creative expertise, including creative directors, art directors, copywriters, production designers, and social content creators.
In turbulent times for the hospitality industry, We Are Rosie’s team provided the thought-leadership and talent needed to build a cost-effective in-house creative studio for IHG. With the ability to flex the creative team up and down at any time, what would have been a daunting transition from AOR relationships to in-house creative became lower risk and more turnkey. And once the studio was built, it was off to the races. IHG’s marketing team could finally work in lock-step with its creative department, responding to changing situations and cultural moments at the drop of a hat. The days of playing telephone with agency account directors were over.
In-housing strategy provided by We Are Rosie’s team
Fully invested creatives and the ability to flex team up and down based on capacity needs and budgets
“This model helps us manage capacity, our pool of talent and skill sets needed based on projects, and filling our creative needs”
-IHG Hiring Manager