In-House Agencies are Busy

In-house agencies are not merely growing; they're shouldering an increasing workload. The 2024 In-House Barometer sheds light on a dual progression, charting an exciting course for in-house agencies.

A significant 70% of in-house agencies have reported an increase in their workload over the past year. This statistic not only walks hand in hand with the rise in headcount numbers (with 73% reporting team growth) but also underscores a trend where responsibilities intensify alongside with the expansion of teams. It’s an opportunity and a challenge in equal measure: While growth invites a broader portfolio of projects, it also demands masterful coordination of a substantially increased project load.

…of in-house agencies say that workload has increased in the past year

… of in-house agencies have grown in the last year

Assessing Agencies at Different Stages

The Barometer outlines how agencies of different ages are adapting to the growing demands:

Early Stages (1-3 years): These agencies (73%) have indicated a significant increase in workload, signaling a proactive market engagement. When looking at their number of briefs completed, they seem to be in the hustle phase. 38% of them are completing a respectable 50-100 briefs, reflecting that they are in the process of defining their brand and proving their worth. The percentages quickly taper off as the brief count increases, which is natural for newer agencies focusing on quality and building relationships rather than quantity.

Developing agencies (3-5 years): These agencies show a marked shift towards higher volumes. Agencies within the 3-5 year bracket may be exploring new opportunities, establishing their reputation. The 200-500 briefs category becomes the most common, overtaking the lower volume that was dominant in the 1-3 years bracket. This could be a sign of these agencies expanding their client base and possibly beginning to specialize in certain types of work or industries.

Established agencies (5-10 years): Agencies that have reached the 5-10 year milestone are likely capitalizing on established processes to manage the increase in workload efficiently. At this stage, agencies have a more balanced distribution of briefs across different volumes. The 500-1000 briefs category is quite prominent, suggesting that agencies with this level of experience have the capacity and client trust to handle larger projects or a higher number of smaller ones. They're likely to have streamlined processes, a solid team, and a strong portfolio that allows them to handle complex briefs more efficiently.

Mature agencies (10+ years): Mature agencies at these stages demonstrate a steady approach, possibly exemplifying a more discerning project selection strategy. While there's a significant portion handling a relatively smaller volume (50-100 briefs), there's also a considerable presence in the 1000-5000 range. This could indicate that some mature agencies prefer to focus on a small number of high-value, high-impact briefs, while others leverage their extensive experience to manage a high volume of briefs, possibly in line with a stable headcount reflective of a mature agency.

Q: How many briefs have your in-house team completed the past 12 months?

The Primacy of Intelligent Scaling

The notable increase in staffing by 73% alongside the increasing workload underscores a trend of strategic reinforcement by agencies in anticipation of, or response to, greater workloads. However, a closer examination of the Barometer data reveals that agencies are employing nuanced strategies for scaling based on their stage of maturity. Newer agencies appear to be augmenting their teams proactively, whereas established and mature agencies are refining their operations.

The correlation between growth and workload among in-house agencies highlights a narrative of an industry that is expanding thoughtfully and with strategic precision. The 2024 In-House Barometer offers an analytical perspective on these agencies' evolution, illuminating a sector increasingly skilled at balancing growth with operational demands. In-house agencies are exemplifying a growth model that prioritizes intelligent scaling and strategic resource allocation.

The 2024 In-House Barometer is live

Get the inside scoop on the latest trends and challenges in in-house marketing.

Conducted annually, this study delves deep into the heart of how in-house agencies operate, evolve and contribute to the overall success of their parent organizations.