2015 In-House Agency of the Year
Discover Financial Services
At just over 50 team members, INCITE, the internal creative agency at Discover Financial Services is small compared to the nearly 15,000 employees companywide. Nevertheless, the team’s impact spans the globe as they develop brand guidelines, educate internal business partners and external agencies, and ensure consistency across all marketing channels.
In late 2014, INCITE’s potential for collaboration was put to the test. Discover had a unique opportunity to announce that all card members would receive access to their individual FICO scores each month for free—and the announcement would be made during Super Bowl XLIX.
The in-house agency had 21 days to brainstorm, design, and produce all creative that would go live during the nationally televised game. Partnering closely with internal business units as well as three external agencies (FCB in Chicago, The Martin Agency in Richmond, and MCD Partners in New York), the combined team scored a touchdown.
INCITE worked hand in hand with internal business partners (customer insights, advertising and branding, acquisition, portfolio, production) and external ad agencies, holding daily status meetings and staying on top of delivery dates. Everyone shared the workload, creating direct mail, tweets, mass print and TV, digital banners and more. All egos were checked at the door.
A “war room” was staffed during the Super Bowl to monitor social media engagement, homepage web traffic and more importantly, to interact with fans of football and the Discover brand. And the game plan was a winner: overall site traffic at Discover.com was up 178%, mobile app visits were up 26%, and email traffic was up over 25%. In fact, the unexpected surge in online traffic was so significant that the animated site was temporarily shut down.
INCITE’s cooperative approach and collaborative relationships built an even stronger bond with internal business partners, external agencies, and most of all, the consumer marketplace.