The brand challenges the traditional, full-service advertising model - wondering if they could do it better themselves by focusing on generating word-of-mouth.

It's no ‘news' that the full-service, traditional agency model has an opportunity to evolve and adapt to the increasingly varied needs of the brand and corporate landscape. From 52-week retail advertisers chasing awareness among the mass market to nimbler, more targeted brands nurturing a very particular brand personality, culture and customer mindframe – not all brands need a full-service ad agency. Chipotle is one brand that has decided to forego an agency of record (AOR) and bring advertising in-house. Perhaps more telling than whether they develop advertising in-house or via an advertising agency is the role that advertising plays at Chipotle overall. According to CMO Mark Crumpacker (in an interview with AdAge), Chipotle's co-CEO Steve Ellis doesn't believe the brand is dependent on advertising;

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