Context
In October of 2019 I was hired by Labatt (an Anheuser-Busch/In-Bev company) to be build draftLine Toronto, their in-house creative agency, from the bottom up. My main goals were: To build a strong creative team for each group of brands, win awards locally and internationally to attract talent to the in-house model and establish draftLine as an agency that is on the pulse of culture & could deliver relevant ideas.
BTW a pandemic hitting 3 months into this project was not in the plans.
In 2 years this is what we did:
. We went from 0 to 11 specialized creatives.
. We created a pod system where each group of brands would have a dedicated ‘mini-agency’.
. We won local awards and our work was recognized internationally.
. We did all these remotely ‘thanks’ to the pandemic.
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