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 soul of a product or service that finds its strength in consumer understanding and engagement.

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.”

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