How Verizon's in-house agency 140 came to be

Anne Field

Verizon, the telecommunications company, created an in-house agency, which played a role in overhauling the company’s brand.

Four years ago when Diego Scotti joined Verizon as CMO, he faced a daunting mandate: Create a plan to help in the company transformation from a stodgy telecommunications leader to a state-of-the-art, 5G-powered tech pioneer.

Success, Scotti realized, required not only an overhaul of the company's brand but of its entire marketing structure. He laid out a blueprint for launching Verizon's new brand identity and a three-year timeline for building an in-house agency that could help form a seamless brand presence across every company-owned channel.

In forming 140, the brand's in-house agency — named for the iconic Verizon-owned building at...

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