Building an In-House Creative Engine
Associate Creative Director, UIX
Context
AT&T historically relied on major external agencies including BBDO and Critical Mass for many integrated campaign initiatives.
As the company invested in expanding internal creative capabilities, leadership sought to elevate in-house teams to operate at a similar strategic and creative level.
Our group, operating primarily within CRM and digital channels, had an opportunity to influence broader campaign execution while improving lifecycle marketing performance.
Challenge
Internal teams were responsible for high-volume lifecycle communications but had limited influence over broader campaign strategy.
To expand our role, we needed to:
• elevate creative quality
• improve strategic alignment with Brand and Product teams
• demonstrate the ability to execute campaign-level thinking
• compete creatively with established external agency partners
Strategic Approach
Working alongside fellow Associate Creative Director Hope Grider, we led a creative elevation initiative focused on improving both the craft and strategic integration of internal marketing programs.
Key initiatives included:
• strengthening collaboration with Brand Management
• aligning lifecycle campaigns with broader brand narratives
• refining email and digital storytelling frameworks
• improving cadence and personalization strategies
• introducing scalable visual systems to improve execution consistency
While our team operated primarily within CRM and digital channels, these improvements allowed lifecycle marketing to support larger campaign narratives.
Execution
This effort involved both creative leadership and operational transformation.
Key contributions included:
• directing multidisciplinary design teams across CRM and digital initiatives
• presenting creative strategy directly to internal stakeholders
• collaborating with Brand and Product teams supporting major device launches including iPhone and Samsung
• improving visual consistency across customer touchpoints
• aligning email, social, and digital experiences with brand guidelines
These efforts were reinforced through the development of modular design systems that enabled the team to scale creative production while maintaining high standards of craft.
Impact
The initiative helped reposition internal creative teams as trusted partners capable of supporting larger marketing initiatives.
Results included:
• stronger alignment between lifecycle marketing and campaign narratives
• improved creative consistency across digital touchpoints
• faster campaign execution timelines
• increased collaboration between Brand, Product, and CRM teams
Most importantly, the work demonstrated that internal teams could deliver high-quality creative at scale while maintaining strategic alignment with enterprise marketing goals.
