Brands like Rakuten, Squarespace, Best Buy turn to in-house teams to create flexible, quick Super Bowl campaigns
February 10, 2023 • 3 min read | By
Ivy Liu
As marketers continue to build out in-house agencies — creative, media or otherwise — offering the talent that joins said agencies the ability to crack major campaign moments like the Super Bowl is necessary, according to in-house agency execs.
Cash-back platform Rakuten will run its second Super Bowl spot by its 45-person in-house team this year. The platform has in-house brand strategists, creative strategists, art directors and designers as well as a production staff. The team crafted a 30-second ad that will run during the game featuring stars of Clueless reviving their roles in the film to tout the fashion offerings of Rakuten.
“We knew we needed a creative team who could do it all,” said Vicki McRae, svp of brand, creative and communications at Rakuten, adding that when she joined the platform three years ago the plan was to grow an in-house team to not only figure out the tone of voice, look and feel of the brand but make sure it was a team with “big ambitions.”