In-House ad agencies are gaining room to maneuver

82 percent of in-house agencies reported that their workloads had increased significantly due to COVID-19, says a recent survey by The Winterberry Group.

Not long after COVID-19 prompted lockdowns and public health exhortations to wear masks last spring, Jill Baskin, CMO at The Hershey Co., heard something intriguing from a colleague.

Keith Negley/

"We have a brand manager whose wife works at Penn State Health and she told him that there is such a thing as mask breath," Baskin says. She quickly tasked C-Sweet, the in-house agency she launched in 2017, with developing a campaign for social media urging people to "mint before you mask."