That aspect of it is hardly interesting or unusual. “Company hires ad agency to develop / execute campaign”, and “ad agency either has in-house, or outsources,

That aspect of it is hardly interesting or unusual. “Company hires ad agency to develop / execute campaign”, and “ad agency either has in-house, or outsources, implementation” is just…how things work. It just happens that for this campaign, among the many professionals required, one of them had to write code.