How a hybrid agency/in-house model serves 3M’s need for accountability

3M, the manufacturer of brands like Post-it notes and Scotch tape, has adopted a hybrid in-house/agency model to drive maximum effectiveness from its media spend.

“The conversation about in-house media teams has become even more important in current times,”  argued Chris Luna, engagement leader at 3M Corp.’s Consumer Business Brand Center.

“The [COVID-19] pandemic has created the need for more efficiency and more control in our industry ... There's a lot more accountability on media channels.”

Luna created 3M’s first fully in-house digital-media team, he explained to an Association of National Advertisers’ (ANA) webinar audience, to streamline planning and implementation, while also reducing the layers between 3M and its media partners.

But one of those “layers” – the Minneapolis-based agency of record (and 3M neighbor)...

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