How Spotify built its in-house creative team

Spotify’s vice-president of brand and creative, Jackie Jantos, joined the music streaming site five years ago from Coca-Cola. At the time it had a “tiny” in-house team, but over the past five years it has grown to more than 90 people across every aspect of marketing from events to B2B to performance.
Yet Jantos admits the aim when she first joined was not to build an in-house agency, and that despite the size of the team outside perspectives are still crucial. Here, she talks