Adland has long emulated Silicon Valley's winning traits -- from its startup mentality to its ability to pivot when an idea fails or needs tweaking. Now tech giants are turning the tables on Madison Avenue. As more creatives take their skills over to the client side, companies such as Google, Facebook and Pinterest are leaning on expert in-house content capabilities. Some produce their own promotional work, others provide creative branding solutions and a few are diving into campaigns and refining what traditional shops are doing.
Search giant Google was among the first to begin draining the agency talent pool. During the 2010 Super Bowl, "Parisian Love," a sweet spot that told a romantic tale entirely through words typed into a search bar, premiered. Many were surprised to see Google advertising at all, others were impressed it had used such a big stage. The ad community sensed a shift when it learned the company had created the ad internally.