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Athleta CMO Sheila Shekar Pollak: Moving creative in-house was not out of frustration with agencies
Published 6 years, 8 months ago
Description
In the last year, Athleta, the women's workout wear brand owned by Gap Inc., has taken its creative in-house for its content creation efforts. Athleta CMO Sheila Shekar Pollak discusses the marketing mix for the brand that is on its way to becoming a $1 billion business, the importance of in-store events, omnichannel marketing and more.