Bonus Episode: How This CMO Escaped the Broken Client-Agency Model with Taylor Morrison’s Stephanie McCarty
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Bonus Episode: How This CMO Escaped the Broken Client-Agency Model with Taylor Morrison’s Stephanie McCarty
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Last year, Stephanie McCarty, CMO at Taylor Morrison, went viral on LinkedIn with a post on her beef with ad agencies. The post struck a chord, with 5,200 likes, 1,111 comments, and 170 reposts. But for Stephanie the screed was more than just her thoughts — it was a reflection of her actions. Fed up with what she dubbed a broken client-agency model, she began building out her team’s in-house capabilities since 2019, developing a full-funnel, in-house media and creative studio by 2024.
On a special bonus episode of On Scope, McCarty went live on LinkedIn with host Mike Berberich to give an inside look at how she accomplished this impressive feat. Along with questions from the audience, Stephanie and Mike discussed the actual process of bringing all marketing capabilities in-house, how she and her team continue to bring in outside perspectives for strategy and creative, and how she was able to get leadership to buy into her bold vision by convincing them it was their idea all along.
The On Scope team would love to hear from you! If you have a topic or guest idea for the show, you can email us at onscope@ana.net.