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Evolving for Life

Our mission at Cella is simple — and compelling. We position creatives and in-house agencies for success so that they, in turn, can help uphold the goals of the greater organization. At Merck, we're inspired by scientists whose work leads to better health for society and generations to come. "Evolving for Life" reflects our commitment to investing in a partnership that supports Merck's mission of "Inventing for Life." We're passionate about delivering effective results, efficiently. This ability to produce appropriate creative outcomes at appropriate costs enables Merck to direct even more of its investments in ways that benefit society.

The In-House Agency Value Proposition

An in-house agency's work must meet the creative needs of the greater organization. Otherwise the agency team will become not just irrelevant, but worse, an unnecessary expense for the host organization — regardless of other benefits it brings. This is why creative excellence should be the pivotal component of the agency's value proposition. And why focusing on what drives creativity and innovation should be a top priority for the in-house team's leadership.

Creative teams must successfully address three best practices to achieve the holy grail of creativity and innovation:

Talented Creative Staff
Strategic and Supportive Account Services Partners
Repeatable and Scalable Operations



Operations: The Secret Ingredient in the Creative Sauce

This blog post clearly demonstrates why operational efficiency and the right organizational structure are imperative for giving talented creatives the space they need to do exceptional work.


Innovation = Managed Chaos

In this podcast, former Google CEO Eric Schmidt explains how thinking differently about a problem or challenge — and not giving up — can spawn great ideas and generate all kinds of positive results. This helps foster high levels of creative execution.


Scalability and Creativity Can Be Friends

This insightful post demonstrates how scalable systems are essential if you want to nurture creativity, and argues that creatives actually crave this kind of structure.


Managing for Creativity

This Harvard Business Review article takes the scalability and creativity notion and applies it to the manager's to-do list.


The New In-House Agency Success Story: Adapt or Die, Part One

This article tells why flexibility should rule when determining how to best serve an in-house agency's clients, not to mention its own future.


Are Efficiency and Creativity At Odds With One Another?

Who knew? This short post reveals some savory insights, such as how efficiency and creative excellence actually feed on one another.


Reinventing Reinventing the Wheel

Cella is convinced that every in-house agency's model should be evolved based on its client's specific needs and goals. Here's why.