BrewDog and Starbucks on why it is ‘a mistake’ not to involve in-house teams in pitching

BrewDog and Starbucks have both admitted that not involving in-house agencies with pitch processes creates a “negative environment”.

Speaking at a Creativebrief event this morning (6 March) BrewDog’s marketing director, Sophie More, said: “Traditionally [in-house teams] haven’t been involved in the campaigns and marcomms sides of things which creates huge tensions when you then have an agency working on something and an internal team getting really annoyed by it.”

BrewDog has a “sizeable” in-house design unit and creative director, with More pointing out that when she has previously failed to involve them it has created “a negative environment for both sides”.

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