Is this normal? We do our creative in house. We have a newish CMO. She briefed us on a new brand campaign and gave us a two week window to concept so she could put the work into testing. I just found out she also secretly briefed a bunch of external agencies on the same brief, but she gave them way more time. She didn’t want us to know about it but people here found out through friends at the agencies. I’m not from the agency world. Is this a normal way to treat your team? It feels shitty.

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Not normal. That might be an early indicator that the newish CMO doesn’t have full faith in the in-house shop or is comparing you against external agencies.

Also the fact that she’s testing work is a sign the work will probably be bad no matter who makes it, unfortunately. Im honestly shocked a brand like Vans has gone full corporate and is testing ads.


She feels very corporate to me, but I’ve been in action sports my whole career.


Not normal but I've heard of client side executives doing this before in my career while agency side. From my personal experience, they could be making a case to have everything agency side but I would still chat with other coworkers you trust and figure out how to bring up with her cuz thats def not cool.


It is a shitty way to treat your internal team, and definitely a sign the CMO either doesn’t know your full skill set and talents, or doesn’t value them as much as agencies. Either way it’s a red flag. Might be worth you getting time with the CMO to ask what their expectation is of the in-house function. You’ll know pretty quickly at that point if it’s worth staying around.


I know big places like Google will do similar things like give an agency a project without telling them they gave the same brief to a handful of other agencies. Guess it’s just what you can do when you have money to see who comes back with the best work.

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