On’s Creative Power Play: Is the Running Brand Building a Marketing Behemoth?
Swiss running shoe brand On is making moves that suggest a significant shift in its marketing strategy. The recent hire of Thiago Cruz, formerly of Grey New York, as Global Head of Brand and Creative, signals a potential investment in bolstering its in-house creative capabilities – a trend increasingly common among brands seeking greater control and agility.
The Rise of In-House Agencies: Why Now?
For years, brands relied heavily on external agencies for creative development. However, a confluence of factors is driving a resurgence of in-house agencies. Cost control is a major driver, but it’s not the only one. Brands are increasingly focused on maintaining consistent brand messaging and faster turnaround times. According to a report by the Association of National Advertisers (ANA), 83% of marketers have some level of in-house capability, and that number is steadily climbing.
On’s approach appears to be a strategic blend. Cruz’s team, encompassing art directors, graphic designers, and copywriters, will operate within the marketing organization, but doesn’t directly report to the CMO, Alex Griffin. This structure suggests a degree of autonomy while maintaining alignment with overall marketing goals.
From Grey to On: A Signal of Intent
Thiago Cruz’s departure from Grey New York is noteworthy, particularly given the agency’s recent integration under Ogilvy Group following WPP’s strategic review led by McKinsey. The agency world is in flux, with holding companies restructuring to streamline operations. Cruz’s move to On isn’t just a job change; it’s a vote of confidence in the potential of a brand building its own creative engine.
Grey’s Global Chief Creative Officer, Gabriel Schmitt, publicly praised Cruz, highlighting his “perfect sensibility” for On’s creative potential. This endorsement underscores the value placed on his expertise and the significance of his new role.
On’s Marketing Momentum: Fueling the Investment
On isn’t simply building an in-house agency because it’s trendy. The brand is experiencing significant growth. Recent financial reports show nearly 25% year-over-year sales increases in Q3 2025, driven by “exceptional global momentum.” This success provides the financial foundation to invest in internal resources.
Much of this momentum is attributable to innovative marketing campaigns. The partnership with Zendaya, including her recent “launch into space” campaign, exemplifies On’s ability to tap into celebrity influence, lifestyle branding, and fashion – a strategy that has successfully positioned it as a challenger to established giants like Nike and Puma. This type of integrated, multi-faceted campaign often benefits from close collaboration between creative and marketing teams, further supporting the in-house model.
The Future of Brand Creativity: What’s Next?
On’s move is part of a larger trend. Expect to see more brands:
- Invest in Creative Technology: AI-powered tools for content creation and personalization will become increasingly important for in-house teams.
- Focus on Data-Driven Creativity: Marketing will become even more reliant on data analytics to inform creative decisions and measure campaign effectiveness.
- Embrace Agile Marketing: The ability to quickly adapt and iterate on campaigns will be crucial in a rapidly changing market.
- Prioritize Brand Storytelling: Authentic and compelling brand narratives will be essential for connecting with consumers.
The lines between in-house and agency work will continue to blur. We may see more hybrid models emerge, where brands maintain core creative teams internally and outsource specialized tasks to agencies.
FAQ
Q: Is the in-house agency model right for every brand?
A: Not necessarily. It depends on factors like budget, complexity of marketing needs, and internal capabilities.
Q: What are the benefits of an in-house agency?
A: Greater control over brand messaging, faster turnaround times, and potential cost savings.
Q: Will external agencies become obsolete?
A: No. Agencies will continue to play a vital role, particularly for specialized expertise and large-scale campaigns.
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