In-Housing for Speed and Relevancy: Lessons Learned Over a 5-Year Journey

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Five years ago, the PGA TOUR Marketing team started with a clean sheet of paper and asked themselves one key question: What would it take to be able to execute at the speed and frequency that their fans expect in today’s world?

That question became the start of a 5-year journey during which the TOUR in-housed the majority of its creative and media agency needs, transforming the PGA TOUR from a traditional client/agency model to one of the leading innovators in professional sports marketing. In this session, VP of marketing Tom Kuhn will share some of the key lessons learned along the way and what’s next for the TOUR in the continuing evolution of their in-house capability.