Inside Sony Music’s in-house creative agency

Sony Music is making a bet on in-house creative with a 6-month-old internal agency that it’s hoping will bring together previously siloed marketing efforts.

Based in London, 4th Floor Creative is a 60-person shop that brings together Sony Music U.K.’s in-house production studio, as well as departments dedicated toward digital, brand partnerships across TV and film and data and analytics, which were once separate entities that did not always blend easily, according to Adam Cardew, digital...

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