{"id":11632,"date":"2025-10-07T01:08:58","date_gmt":"2025-10-07T05:08:58","guid":{"rendered":"https:\/\/advertisingweek.com\/aw360\/2025\/10\/07\/the-new-alliance-forging-collaborative-teams-in-the-in-housing-age\/"},"modified":"2026-05-07T19:37:02","modified_gmt":"2026-05-07T23:37:02","slug":"the-new-alliance-forging-collaborative-teams-in-the-in-housing-age","status":"publish","type":"post","link":"https:\/\/advertisingweek.com\/aw360\/news\/the-new-alliance-forging-collaborative-teams-in-the-in-housing-age\/11632\/","title":{"rendered":"The New Alliance: Forging Collaborative Teams in the In-Housing Age"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">As brands accelerate in-housing, the old agency-client playbook is being rewritten. Efficiency and authenticity are driving the shift, but success depends on something bigger: forging seamless alliances between internal teams and external partners. Join PepsiCo US Beverages Chief Marketing Officer Mark Kirkham and VaynerMedia CEO Gary Vaynerchuk for a dynamic discussion moderated by Adweek Chief Brand and Community Officer Jenny Rooney on \u201cThe New Alliance,\u201d a collaborative ecosystem where in-house and agency talent work<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">\u00a0<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">The future of marketing isn\u2019t in-house or outsourced, it\u2019s both. As brands accelerate in-housing, the old agency-client playbook is being rewritten. Efficiency and authenticity are driving the shift, but success depends on something bigger: forging seamless alliances between internal teams and external partners. Join PepsiCo US Beverages Chief Marketing Officer Mark Kirkham and VaynerMedia CEO Gary Vaynerchuk for a dynamic discussion moderated by Adweek Chief Brand and Community Officer Jenny Rooney on \u201cThe New Alliance,\u201d a collaborative ecosystem where in-house and agency talent work as one team, embedded side-by-side, accountable to the same KPIs.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>As brands accelerate in-housing, the old agency-client playbook is being rewritten.<\/p>\n","protected":false},"author":21,"featured_media":11633,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","editor_notices":[],"footnotes":""},"categories":[1],"tags":[40,3],"topics":[2],"class_list":["post-11632","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","tag-awnewyork-2025-sessions","tag-brands-marketers","topics-editorial"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v28.0 (Yoast SEO v28.0) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>The New Alliance: Forging Collaborative Teams in the In-Housing Age | AW360<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/advertisingweek.com\/aw360\/news\/the-new-alliance-forging-collaborative-teams-in-the-in-housing-age\/11632\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"The New Alliance: Forging Collaborative Teams in the In-Housing Age\" \/>\n<meta property=\"og:description\" content=\"As brands accelerate in-housing, the old agency-client playbook is being rewritten.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/advertisingweek.com\/aw360\/news\/the-new-alliance-forging-collaborative-teams-in-the-in-housing-age\/11632\/\" \/>\n<meta property=\"og:site_name\" content=\"AW360\" \/>\n<meta property=\"article:published_time\" content=\"2025-10-07T05:08:58+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2026-05-07T23:37:02+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2026\/04\/Screenshot-2026-04-29-at-1.10.42-PM-1024x417.png\" \/>\n\t<meta property=\"og:image:width\" content=\"1024\" \/>\n\t<meta property=\"og:image:height\" content=\"417\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"Becky Johnson\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Becky Johnson\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"1 minute\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/the-new-alliance-forging-collaborative-teams-in-the-in-housing-age\\\/11632\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/the-new-alliance-forging-collaborative-teams-in-the-in-housing-age\\\/11632\\\/\"},\"author\":{\"name\":\"Becky Johnson\",\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/#\\\/schema\\\/person\\\/9fa5c678f43836b2c6a5a08afc888eb4\"},\"headline\":\"The New Alliance: Forging Collaborative Teams in the In-Housing Age\",\"datePublished\":\"2025-10-07T05:08:58+00:00\",\"dateModified\":\"2026-05-07T23:37:02+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/the-new-alliance-forging-collaborative-teams-in-the-in-housing-age\\\/11632\\\/\"},\"wordCount\":180,\"publisher\":{\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/the-new-alliance-forging-collaborative-teams-in-the-in-housing-age\\\/11632\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/wp-content\\\/uploads\\\/sites\\\/3\\\/2026\\\/04\\\/Screenshot-2026-04-29-at-1.10.42-PM.png\",\"keywords\":[\"AWNewYork 2025 Sessions\",\"Brands + Marketers\"],\"articleSection\":[\"News\"],\"inLanguage\":\"en-US\"},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/the-new-alliance-forging-collaborative-teams-in-the-in-housing-age\\\/11632\\\/\",\"url\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/the-new-alliance-forging-collaborative-teams-in-the-in-housing-age\\\/11632\\\/\",\"name\":\"The New Alliance: Forging Collaborative Teams in the In-Housing Age | AW360\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/the-new-alliance-forging-collaborative-teams-in-the-in-housing-age\\\/11632\\\/#primaryimage\"},\"image\":{\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/the-new-alliance-forging-collaborative-teams-in-the-in-housing-age\\\/11632\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/wp-content\\\/uploads\\\/sites\\\/3\\\/2026\\\/04\\\/Screenshot-2026-04-29-at-1.10.42-PM.png\",\"datePublished\":\"2025-10-07T05:08:58+00:00\",\"dateModified\":\"2026-05-07T23:37:02+00:00\",\"breadcrumb\":{\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/the-new-alliance-forging-collaborative-teams-in-the-in-housing-age\\\/11632\\\/#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/the-new-alliance-forging-collaborative-teams-in-the-in-housing-age\\\/11632\\\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/the-new-alliance-forging-collaborative-teams-in-the-in-housing-age\\\/11632\\\/#primaryimage\",\"url\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/wp-content\\\/uploads\\\/sites\\\/3\\\/2026\\\/04\\\/Screenshot-2026-04-29-at-1.10.42-PM.png\",\"contentUrl\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/wp-content\\\/uploads\\\/sites\\\/3\\\/2026\\\/04\\\/Screenshot-2026-04-29-at-1.10.42-PM.png\",\"width\":2324,\"height\":946},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/the-new-alliance-forging-collaborative-teams-in-the-in-housing-age\\\/11632\\\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"The New Alliance: Forging Collaborative Teams in the In-Housing Age\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/#website\",\"url\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/\",\"name\":\"AW360\",\"description\":\"\",\"publisher\":{\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/#organization\"},\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"en-US\"},{\"@type\":\"Organization\",\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/#organization\",\"name\":\"AW360\",\"url\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/\",\"logo\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/#\\\/schema\\\/logo\\\/image\\\/\",\"url\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/wp-content\\\/uploads\\\/sites\\\/3\\\/2026\\\/07\\\/AW360_Logo_2023_FullColor.png\",\"contentUrl\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/wp-content\\\/uploads\\\/sites\\\/3\\\/2026\\\/07\\\/AW360_Logo_2023_FullColor.png\",\"width\":1906,\"height\":849,\"caption\":\"AW360\"},\"image\":{\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/#\\\/schema\\\/logo\\\/image\\\/\"}},{\"@type\":\"Person\",\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/#\\\/schema\\\/person\\\/9fa5c678f43836b2c6a5a08afc888eb4\",\"name\":\"Becky Johnson\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/95b8fb944eb578208dc1ae04ccfeab7ad76885699756e211ec37e80c8281d55b?s=96&d=mm&r=g\",\"url\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/95b8fb944eb578208dc1ae04ccfeab7ad76885699756e211ec37e80c8281d55b?s=96&d=mm&r=g\",\"contentUrl\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/95b8fb944eb578208dc1ae04ccfeab7ad76885699756e211ec37e80c8281d55b?s=96&d=mm&r=g\",\"caption\":\"Becky Johnson\"}}]}<\/script>\n<!-- \/ Yoast SEO Premium plugin. -->","yoast_head_json":{"title":"The New Alliance: Forging Collaborative Teams in the In-Housing Age | AW360","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/advertisingweek.com\/aw360\/news\/the-new-alliance-forging-collaborative-teams-in-the-in-housing-age\/11632\/","og_locale":"en_US","og_type":"article","og_title":"The New Alliance: Forging Collaborative Teams in the In-Housing Age","og_description":"As brands accelerate in-housing, the old agency-client playbook is being rewritten.","og_url":"https:\/\/advertisingweek.com\/aw360\/news\/the-new-alliance-forging-collaborative-teams-in-the-in-housing-age\/11632\/","og_site_name":"AW360","article_published_time":"2025-10-07T05:08:58+00:00","article_modified_time":"2026-05-07T23:37:02+00:00","og_image":[{"width":1024,"height":417,"url":"https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2026\/04\/Screenshot-2026-04-29-at-1.10.42-PM-1024x417.png","type":"image\/png"}],"author":"Becky Johnson","twitter_card":"summary_large_image","twitter_misc":{"Written by":"Becky Johnson","Est. reading time":"1 minute"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/advertisingweek.com\/aw360\/news\/the-new-alliance-forging-collaborative-teams-in-the-in-housing-age\/11632\/#article","isPartOf":{"@id":"https:\/\/advertisingweek.com\/aw360\/news\/the-new-alliance-forging-collaborative-teams-in-the-in-housing-age\/11632\/"},"author":{"name":"Becky Johnson","@id":"https:\/\/advertisingweek.com\/aw360\/#\/schema\/person\/9fa5c678f43836b2c6a5a08afc888eb4"},"headline":"The New Alliance: Forging Collaborative Teams in the In-Housing Age","datePublished":"2025-10-07T05:08:58+00:00","dateModified":"2026-05-07T23:37:02+00:00","mainEntityOfPage":{"@id":"https:\/\/advertisingweek.com\/aw360\/news\/the-new-alliance-forging-collaborative-teams-in-the-in-housing-age\/11632\/"},"wordCount":180,"publisher":{"@id":"https:\/\/advertisingweek.com\/aw360\/#organization"},"image":{"@id":"https:\/\/advertisingweek.com\/aw360\/news\/the-new-alliance-forging-collaborative-teams-in-the-in-housing-age\/11632\/#primaryimage"},"thumbnailUrl":"https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2026\/04\/Screenshot-2026-04-29-at-1.10.42-PM.png","keywords":["AWNewYork 2025 Sessions","Brands + Marketers"],"articleSection":["News"],"inLanguage":"en-US"},{"@type":"WebPage","@id":"https:\/\/advertisingweek.com\/aw360\/news\/the-new-alliance-forging-collaborative-teams-in-the-in-housing-age\/11632\/","url":"https:\/\/advertisingweek.com\/aw360\/news\/the-new-alliance-forging-collaborative-teams-in-the-in-housing-age\/11632\/","name":"The New Alliance: Forging Collaborative Teams in the In-Housing Age | AW360","isPartOf":{"@id":"https:\/\/advertisingweek.com\/aw360\/#website"},"primaryImageOfPage":{"@id":"https:\/\/advertisingweek.com\/aw360\/news\/the-new-alliance-forging-collaborative-teams-in-the-in-housing-age\/11632\/#primaryimage"},"image":{"@id":"https:\/\/advertisingweek.com\/aw360\/news\/the-new-alliance-forging-collaborative-teams-in-the-in-housing-age\/11632\/#primaryimage"},"thumbnailUrl":"https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2026\/04\/Screenshot-2026-04-29-at-1.10.42-PM.png","datePublished":"2025-10-07T05:08:58+00:00","dateModified":"2026-05-07T23:37:02+00:00","breadcrumb":{"@id":"https:\/\/advertisingweek.com\/aw360\/news\/the-new-alliance-forging-collaborative-teams-in-the-in-housing-age\/11632\/#breadcrumb"},"inLanguage":"en-US","potentialAction":[{"@type":"ReadAction","target":["https:\/\/advertisingweek.com\/aw360\/news\/the-new-alliance-forging-collaborative-teams-in-the-in-housing-age\/11632\/"]}]},{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/advertisingweek.com\/aw360\/news\/the-new-alliance-forging-collaborative-teams-in-the-in-housing-age\/11632\/#primaryimage","url":"https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2026\/04\/Screenshot-2026-04-29-at-1.10.42-PM.png","contentUrl":"https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2026\/04\/Screenshot-2026-04-29-at-1.10.42-PM.png","width":2324,"height":946},{"@type":"BreadcrumbList","@id":"https:\/\/advertisingweek.com\/aw360\/news\/the-new-alliance-forging-collaborative-teams-in-the-in-housing-age\/11632\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/advertisingweek.com\/aw360\/"},{"@type":"ListItem","position":2,"name":"The New Alliance: Forging Collaborative Teams in the In-Housing Age"}]},{"@type":"WebSite","@id":"https:\/\/advertisingweek.com\/aw360\/#website","url":"https:\/\/advertisingweek.com\/aw360\/","name":"AW360","description":"","publisher":{"@id":"https:\/\/advertisingweek.com\/aw360\/#organization"},"potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/advertisingweek.com\/aw360\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"en-US"},{"@type":"Organization","@id":"https:\/\/advertisingweek.com\/aw360\/#organization","name":"AW360","url":"https:\/\/advertisingweek.com\/aw360\/","logo":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/advertisingweek.com\/aw360\/#\/schema\/logo\/image\/","url":"https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2026\/07\/AW360_Logo_2023_FullColor.png","contentUrl":"https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2026\/07\/AW360_Logo_2023_FullColor.png","width":1906,"height":849,"caption":"AW360"},"image":{"@id":"https:\/\/advertisingweek.com\/aw360\/#\/schema\/logo\/image\/"}},{"@type":"Person","@id":"https:\/\/advertisingweek.com\/aw360\/#\/schema\/person\/9fa5c678f43836b2c6a5a08afc888eb4","name":"Becky Johnson","image":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/secure.gravatar.com\/avatar\/95b8fb944eb578208dc1ae04ccfeab7ad76885699756e211ec37e80c8281d55b?s=96&d=mm&r=g","url":"https:\/\/secure.gravatar.com\/avatar\/95b8fb944eb578208dc1ae04ccfeab7ad76885699756e211ec37e80c8281d55b?s=96&d=mm&r=g","contentUrl":"https:\/\/secure.gravatar.com\/avatar\/95b8fb944eb578208dc1ae04ccfeab7ad76885699756e211ec37e80c8281d55b?s=96&d=mm&r=g","caption":"Becky Johnson"}}]}},"_links":{"self":[{"href":"https:\/\/advertisingweek.com\/aw360\/wp-json\/wp\/v2\/posts\/11632","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/advertisingweek.com\/aw360\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/advertisingweek.com\/aw360\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/advertisingweek.com\/aw360\/wp-json\/wp\/v2\/users\/21"}],"replies":[{"embeddable":true,"href":"https:\/\/advertisingweek.com\/aw360\/wp-json\/wp\/v2\/comments?post=11632"}],"version-history":[{"count":2,"href":"https:\/\/advertisingweek.com\/aw360\/wp-json\/wp\/v2\/posts\/11632\/revisions"}],"predecessor-version":[{"id":17685,"href":"https:\/\/advertisingweek.com\/aw360\/wp-json\/wp\/v2\/posts\/11632\/revisions\/17685"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/advertisingweek.com\/aw360\/wp-json\/wp\/v2\/media\/11633"}],"wp:attachment":[{"href":"https:\/\/advertisingweek.com\/aw360\/wp-json\/wp\/v2\/media?parent=11632"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/advertisingweek.com\/aw360\/wp-json\/wp\/v2\/categories?post=11632"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/advertisingweek.com\/aw360\/wp-json\/wp\/v2\/tags?post=11632"},{"taxonomy":"topics","embeddable":true,"href":"https:\/\/advertisingweek.com\/aw360\/wp-json\/wp\/v2\/topics?post=11632"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}