Verizon Creates In-House Agency, Brings in Apple Exec


What: Verizon has hired former Apple exec Andrew McKechnie as their new in-house CCO.
Why It Matters: The telecommunications company has decided to build an in-house agency to boost its brand in a highly competitive market.

Andrew McKechnieLess than a week ago, Andrew McKechnie joined Verizon’s team as the new chief creative officer. Over the past three years, McKechnie had been working at Apple as their global group creative director, where he oversaw their global marketing communications design team. With over 16 years of experience, he will be charged with transforming Verizon from a wireless company into an innovative technology company.

Leading a team of almost 60 people, McKechnie will oversee the company’s marketing efforts from within its new in-house agency and attempt to renovate Verizon's identity through new cross-platform branding.

Craig Wigginton, Vice Chairman at Deloitte, explained in Deloitte’s 2017 Telecommunications Outlook that some areas with the greatest potential for digital improvement are customer care, sales, and billing, as telecom companies can and should "use the Internet and social media channels to serve customers directly."

As the telecom market evolves, Verizon needs to step up its marketing strategies. Wigginton explained that "as carriers seek to remain competitive, operations are one area that is ripe for improvement. Many telecoms still rely heavily on manual processes; the availability of new technologies and innovations may make 2017 the year of digital transformation for carriers in both in the US and globally."

According to Verizon’s CMO, Diego Scotti, the company is also looking to develop products that incorporate smart devices and the connectivity of the Internet of Things.

McKechnie will be leading his tem from Verizon's new agency-like offices in New York City's Financial District.


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