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Mobile network Three creates in-house content team for social networks

February 20, 2018 / Seb Joseph

The next viral hit from mobile network operator Three, which scored big with ads featuring a moonwalking pony and a singing kitten, could come from within, rather than one of its agencies. Three is building an in-house team of content experts tasked with refreshing the brand’s marketing and public relations. The advertiser’s senior marketers, who want faster, more responsive ads on social media to stand out in a congested market in the U.K., view an internal team as the best way forward, according to an executive who shared details of the plan to Digiday on condition of anonymity. Six people work full time on the team alongside another eight from either the advertiser’s agencies or freelancers. More are set to join the team in the coming months before it moves to the basement of Three’s flagship store in London. Here, the team will have access to the same sort of equipment as a production studio, including audio booths and an editing suite, the executive said. E...