- Facebook announced it has hired Scott Trattner, former executive creative director of Apple's Media Arts Lab, as the executive creative director.
- Trattner will be responsible for heading up Facebook's growing in-house creative team.
- Trattner's hiring is another example of the social media giant's increasing investment in marketing and creative, and it follows the appointment of Gary Briggs as the company's first CMO.
Although it may seem that way, Facebook is not going into the agency business with this new hire. Trattner will help push creative boundaries that Facebook needs to stay competitive. While the social network is still a powerful force, other social networks and social apps are threatening its user base, and that user base is where Facebook's power lies. Having a strong in-house creative team can only work to its benefit.