Target’s in-house agency topples traditional marketing precepts to embrace wider audiences

Target, the retailer, has built an in-house creative shop that is able to take a holistic approach to building its brand strategy.

For Todd Waterbury, chief creative officer at retail giant Target, a brand is grounded in more than a mission statement or a schematic of colors and typography that combine in a formal design standard.

A brand, in Waterbury’s reading, is the very

An “organization,” Waterbury proposed, “fixes a mindset on a problem” – an approach that “often limits its potential” to drive transformative change. Too often, Waterbury cautioned the digital ANA In-House Conference, marketers are intimidated by risk. “But if you constantly focus on avoiding risk, that is not exactly the most fertile territory to develop new ideas.”

WARC subscribers can sign in to keep reading

Not a subscriber?

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

WARC consistently delivers valuable insights that help to make me look like an expert in front of my colleagues and clients.

Dasha Boryso
Strategy Partner, Fetch

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands