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If I have a business problem, I pick up the phone, make one phone call, and I know the whole breadth of the agency is now working on how we can solve it.”

Additionally, the notion of in-house creative isn’t appealing to the brand, with Felix pointing out that the reason the brand has enjoyed consecutive years of impressive growth is the fact that agency and creative come from an outsider’s perspective.

https://www.youtube.com/watch?v=gg-rtWKEJz0&t=88s

“For any modern brand to succeed, we feel pretty strongly that you have to have that healthy debate,” said Felix.

“There’s a tension, you want to have collaboration,” added Bagley. “You want to challenge each other, and sometimes they push us in a direction that leads to better solutions. I think when you go in-house, you lose that tension and separation.”

Read all of Adweek’s coverage from Cannes, including how Free The Bid worked with Twitter to highlight female directors.

You have to take a lot of swings,” noted Bagley. “There isn’t a way to guarantee that you’re going to always have a hit. But you have to think about what is going to bring value and entertain and surprise the consumer.”

For his part, Felix likes the creative energy and believes that brands will hold themselves back by trying to get more for less and not supporting innovation from their agencies. “I honestly think this is going to hurt brands more that it’s going to help,” he said.

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