How to build a successful in-house agency

OUT NOW: Campaign Red’s latest market report 'The Inside Job'

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In-housing has evolved. It’s no longer seen just as an easy way to cut costs and churn out creative assets. Brands across the world are increasingly taking control of their creative output, looking for tighter integration of suppliers, clearer accountability and simpler, outcome-based measurement. They prize the increased flexibility of an in-house team in the face of always-on social media and e-commerce. 

In a break with previous perceptions, in-house creative agencies are also becoming attractive places for talent. Some new arrivals say they are fleeing agency burnout and instability, while others are drawn to the ability to work on specific creative assets and be part of teams that are increasingly winning awards on the global stage. 

This boom in in-house agencies is raising fundamental questions about control, collaboration and creative friction. 

The change is not necessarily a threat to agencies. Brands typically want to be the........

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