Book Launch and In-House Morning Brief

We are witnessing a remarkable shift in the advertising world right now. In-house creative teams, once confined to the peripheries of corporate marketing departments, are now emerging as formidable contenders on the global stage of creative excellence. At ZITE, our 2024 In-House Barometer study delves deep into this transformation, revealing a significant increase in recognition and awards for in-house agencies over the past decade. By looking behind the numbers of winners and submissions to creative awards over the last ten years, we've uncovered a clear upward trajectory for in-house creativity.

This growth isn’t just about the awards—it’s about what these teams represent. In-house creatives bring a unique brand alignment that’s hard for external agencies to match. They don’t just support a brand; they embody it. Working closely with a company’s vision, values, and goals allows in-house teams to create brand messages that are not only authentic but are also ready to pivot and evolve as quickly as the market demands. This kind of agility is increasingly vital in a world that requires brands to stay adaptable and connected.

More than anything, this book is here to explore and support the role of creativity within in-house agencies. It is for everyone ready to shift from being a production line to becoming a true creative powerhouse. In INCREDIBLE: Under the Hood of In-House Creativity, we look at the journey of building an in-house creative agency, the challenges of balancing efficiency with creativity, and the immense opportunities that come from fostering an in-house culture of innovation.

From our research and experience, this book highlights the journey that has made in-house teams what they are today—integral drivers of brand identity, innovation, and impact.