Content That Connects, Episode 1 - How Copper Giants Is Disrupting the Agency Model to Find Joy

Little Black Book (LBB) and AdFusion™ from Comcast Technology Solutions (CTS) unveil the first episode in the Content That Connects panel series. Gathering the brightest minds and voices in the industry, the production-focused series will tackle topics such as purpose-marketing, in-housing strategies, and sustainability within the production landscape.

In this inaugural episode, LBB’s Americas reporter Ben Conway chats to key figures from award-winning in-house agency Copper Giants, insurance company Liberty Mutual’s lead creative partner, who are in the business of shaking things up. 

Ben is joined by vice president and managing director, Warren Marenco Chase,  director of integrated services, Julie Heger, and executive creative director, Bill Girouard, to discuss how attitudes towards in-housing have changed over the years, and how Copper Giants’ unique approach aims to dispel stereotypes associated with in-house agencies - ‘a place for people that couldn’t hack it in the agency world.’

“The biggest change is seeing inhouse agencies doing highly visible and award-winning work”, Warren remarks. “By empowering in-house agencies to be the creative lead, companies are gaining more control over their brand development.”

Copper Giants have been making waves with their unconventional approach to agency work since 2015. With its unique model which sees them work with external clients, as well as Liberty Mutual, Copper Giants are setting a new standard for agency and client relationships in an ever evolving landscape.

Bill speaks to this dynamic in assisting creative work, stating, “I think it's a great opportunity for everyone in the team to stretch and learn more aspects of their job and what makes up advertising. For the creative department, it keeps us very fresh and nimble. It benefits Liberty Mutual because we’re fresh when we turn our brains to Liberty projects.”

Their lively conversation then delves into why the current client / agency relationship needs destroying and replacing with ‘joy’, which has become a radical concept in the industry. Warren says, “At Copper Giants, we are set up in a way that we don’t have all nighters, we don’t work on weekends. Is that a sin within this industry? This is the joy we want to get back into the craft.”

“Because the pressure isn’t there, it allows us to iterate and constantly tweak and make ourselves better”, says Julie. “As long as we take care of our number one priority, we have the flexibility to explore other avenues to bring back to Liberty.”

Rounding up the conversation, Bill reveals Copper Giant’s key to creating content that connects with any audience, and his life motto - “you get into someone's heart and head before you get into someone's wallet.”