The Shift Toward In-House Agencies: Will Burns explains the new AŌR.

Liberty Mutual’s recent decision to leave their large Agency of Record and hire a small New York agency as their lead creative partner signals a major shift in the advertising industry. Will Burns highlights this trend in his insightful blog post on Ideasicle, which we encourage you to check out. Traditionally, brands like Liberty Mutual relied on large creative shops, but now, in-house agencies are taking the lead while external partners provide targeted creativity and fresh perspectives.

Burns suggests the term "Angel of Record" (AŌR) better describes these external agencies that act as creative partners, offering inspiration on an as-needed basis. Brands don’t need to walk away from their traditional agency partners. They simply need to know how and when to use them, as they find ways to make their in-house creative services more robust, relevant, and creative.