VaynerMedia Assists Mint Mobile in Bringing Media Operations In-House and Expanding Staff
Mint Mobile's decision to reinvest its media funds into an in-house media department marks the end of their partnership with VaynerMedia, a move aimed at managing lower-funnel marketing initiatives.
Launched three years ago by Ryan Reynolds' cellular brand, this partnership with Gary Vaynerchuk's media agency didn't last forever, as one might expect from a successful partnership. Before the pandemic hit, Mint Mobile's leadership discussed their evolving relationship with Vaynerchuk at the Consumer Electronics Show.
Interestingly, Vaynerchuk, not typically an agency leader to make such remarks, expressed his expectations candidly, "He's like, 'We want to be your partner, and we want you to eventually leave us.'"
While specific reasons for Mint Mobile's decision remain undisclosed, it's common for companies to venture into in-house media practices for reasons such as improved control over marketing strategies, cost savings, and integration with overall business goals. By separating from a reputable agency like VaynerMedia, Mint Mobile likely pursues a strategic shift focused on these areas.
An entrepreneur like Ryan Reynolds, in his cellular brand Mint Mobile, chose to reinvest funds previously allocated for media into an in-house media department, signifying a move away from VaynerMedia. This decision aligns with common practices among companies, as they seek to exert control over marketing strategies, achieve cost savings, and align with business objectives through in-house media practices.