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...