Marketers have for years been grappling with the growing demands of digital technology and audience targeting while still tackling the creative duties that have historically defined the job. For the yogurt maker Chobani, an in-house strategy has helped both hone a brand vision and increase efficiency during the campaign production process, according to representatives speaking at the IAB's Digital Video Symposium in New York City earlier this month.
The brand's approach doesn't necessarily line-up with some of the going industry wisdom. Though taking duties like media buying in-house has become increasingly popular with brands looking to cut costs, in-house creative has been the subject of sharper scrutiny. The failure of Pepsi's protest-themed ad with Kendall Jenner from last April was partially pinned on an in-house creative team, to cite a notorious example, with critics suggesting an outside perspective would've stopped an ad widely deemed as tone-deaf dead.
But for Chobani, acknowledging that its brand has limitations is a key part of an otherwise largely in-house strategy that controls everything from national TV spots to menu designs at its handful of brick-and-mortar café locations. Working with third-parties like Alphonso TV and Tremor Video DSP has helped Chobani bring the technology piece of campaigns, like an ongoing one around its Flip line of snack products, to life and ensure its messaging reaches the right people at the right time.
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