CORE PRINCIPLES SET UP IN-HOUSE AGENCIES FOR SUCCESS Today, we feature Amy Spears, the Senior Vice President of Brand & Creative and Head of Tonic at Highmark Health. She shares how she and her team have built an in-house agency over the course of just 4 years and how having clear nonnegotiables based on values has allowed her team to propel forward. She talks about how her team creates brand-focused customer experiences and a blended approach to working with external agencies as extensions of the team.
Highlight Quotes
AMY: Own the brand and row in the same direction
"So when you're always focused on what the customer/member/patient experience is going to be, and we all have a common belief of what our key tenets are of our brand, which is all focused on customer experience, that allows you to have the right dialogue, the right healthy debate, the right back and forth to really get at the best experience that you're creating."
AMY: Create a culture that treats external partners as team members
"That really gets back to culture and setting expectations and demonstrating what that means and feels like with those external partners, no matter if it's a creative agency, a production extension of the team, even a technology plugin as needed. And that's really how we operate."
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Kevin Groome | Pica9 | Pica9.com
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