US telecom giant Verizon is bringing its creative work in-house, and to this end it has tapped Apple’s former global group creative director, Andrew McKechnie, as company’s first chief creative officer.
McKechnie will help Verizon in repositioning the brand as a leading tech company, and will lead a team of 60 people in New York.
Explaining this turn of events, Verizon’s chief marketing officer Diego Scotti said: „We want to create a really strong creative arm internally that can help connect the dots better for how the brand narrative and brand experience gets executed across touchpoints. We want to create a consistency of voice, look and emotional experience. For a brand at this scale, you got to really build the capability and bring in a lot of talented and creative people that can help build that.“
Although the company is taking creative into its own hands, it will continue collaboration with its independent agency and media partners, which include McCann, R/GA and Zenith.
