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.

A Decade of Growth in Creative Recognition

We have taken a deep dive into the numbers of prestigious industry awards the data underscores the significant rise of in-house agencies over the past decade. At the Cannes Lions International Festival of Creativity, the growth of in-house participation and success is particularly striking. In 2012, less than 2% of total entries were from in-house teams, and they secured less than 1% of the total awards. By 2018, in-house entries had increased to approximately 8% of submissions, with these teams winning around 5% of the awards. Most notably, in 2024, this figure has surged to over 15% of entries, and in-house teams now win approximately 12% of the awards. This remarkable progression showcases their enhanced capabilities and growing recognition by industry peers on the global stage.

Similarly, the Clio Awards, renowned for celebrating bold and innovative creativity, have seen a significant increase in in-house participation and success. In 2015, in-house submissions were minimal. By 2019, entries grew by over 50% compared to 2015. Fast forward to 2024, and in-house entries have doubled since 2019, making up nearly 20% of all submissions. The number of awards won by in-house teams has tripled since 2019, reflecting their rising creative prowess and influence within the industry.

At the Effie Awards, known for emphasizing effectiveness in marketing communications, the upward trend continues. Between 2010 and 2015, in-house teams accounted for approximately 2% of winners. This proportion increased to about 7% between 2016 and 2020. By 2024, in-house teams now represent 15% of winners, underlining their ability to deliver not just creative excellence but also measurable business results. This growth signifies that in-house teams are not only crafting compelling creative campaigns but are also achieving significant strategic objectives for their organizations.

Driving Factors Behind the Surge

Several key factors contribute to this remarkable growth in recognition for in-house agencies. In-house teams possess an intrinsic understanding of their brand's values, mission, and vision. This deep alignment enables them to create authentic and resonant campaigns that external agencies might struggle to emulate. Their proximity to decision-makers allows them to respond swiftly to market trends and organizational needs, resulting in timely campaigns that capitalize on current events and consumer sentiments.

Moreover, companies are investing significantly in their in-house capabilities, attracting top creative talents from leading agencies. Enhanced access to advanced technologies and tools empowers in-house teams to produce high-quality work. Direct access to customer data and insights enables them to craft personalized and targeted campaigns. This data-driven approach enhances both the creativity and effectiveness of marketing initiatives, fostering a symbiotic relationship between creativity and strategy.

Companies like Apple and Chobani serve as prime examples of how in-house teams are making their mark. With campaigns like "Shot on iPhone," Apple's in-house team has won multiple Cannes Lions, exemplifying how deep product knowledge and creative execution can lead to global acclaim. Chobani, which established its in-house agency in 2016, quickly earned recognition by winning Gold at the Clio Awards for brand design and packaging. Their rapid success in creative excellence demonstrates the potential of well-resourced and strategically integrated in-house teams.

A Balanced Perspective

While the rise of in-house agencies is evident and their achievements are noteworthy, it's important to recognize that the creative landscape isn't black and white or an either-or scenario. In-house agencies come in many forms, and their success often hinges on a collaborative approach. In our experience, the most impactful results emerge from the synergy between in-house teams and external creatives.

In-house teams bring a deep understanding of the company's values, culture, and strategic objectives—the "ins and outs" of the organization. This intimate knowledge enables them to create work that is authentic and aligned with the brand's mission. Conversely, external creatives offer a fresh, outside-in perspective that can challenge internal assumptions and introduce innovative ideas. Their occasional involvement can infuse new energy and creativity, preventing stagnation and keeping campaigns vibrant and relevant.

This collaboration leverages the strengths of both worlds: the strategic alignment and agility of in-house teams combined with the diverse experiences and creative flair of external partners. Together, they can produce exceptional work that resonates with audiences and drives meaningful results.

Implications for the Industry

The increasing success of in-house agencies has broader implications for the advertising industry. External agencies now face stiffer competition, prompting a push for higher creativity and innovation. Opportunities for collaboration between in-house teams and external agencies may evolve, leveraging strengths from both sides. The traditional roles within marketing departments are expanding to encompass strategic and creative responsibilities. Positions like Creative Director and Chief Creative Officer within in-house teams are becoming more prevalent, steering brand success from within. This shift enhances the value proposition of in-house agencies and positions them as central to their organizations' strategic initiatives.

The Future of In-House Creativity

Our 2024 In-House Barometer indicates that this upward trend is set to continue. In-house agencies are aiming to increase their strategic impact, with a projected growth in Tier 2 (Creative and Content Studio) roles to 38% and Tier 1 (Strategic Creative Lead Agency) roles to 23%. The integration of AI and advanced technologies will further augment the capabilities of in-house teams, enhancing creativity and efficiency. Continued investment in nurturing creative talent within organizations will sustain and accelerate this growth, positioning in-house teams as key drivers of innovation and brand strategy.

The data from our study paints a clear picture: in-house creative teams are not just participating but excelling on the global stage. By examining the numbers behind winners and submissions to creative awards over the last decade, we've uncovered a significant upward trend in the recognition of in-house agencies. Their increasing presence and success in prestigious award ceremonies like the Cannes Lions, Clio Awards, and Effie Awards signify a paradigm shift in the industry.

From the data, we can see that respondents who have had their in-house agency for a longer period of time are more likely to describe their in-house setup as a “Creative Agency” or a “Lead Agency.” On the other hand, those who have had their in-house agency for a shorter period of time tend to describe it as a “Production Studio” or a “Creative and Content Studio.”

This suggests that as companies have more experience with in-house agencies, they may expand their capabilities and take on more creative and strategic roles, leading to a description of a “Strategic and Creative Lead Agency”. Conversely, newer in-house agencies may focus more on production and creative work, leading to a description of a “Production Studio” or a “Creative and Content Studio.”

Future ambitions for “Lead Agency”

The data shows a correlation between the longevity of an in-house agency and the type of roles it takes on within the organization. The growth in future ambitions for “Strategic and Creative Lead Agency” is coming from a variety of current in-house setups. 

Strategic and Creative Lead Agency

A significant portion of respondents who currently describe their in-house setup as a “Creative and Content Studio” have ambitions to become a “Strategic and Creative Lead Agency” in the future. This suggests that some Creative Studios aspire to take on a broader and more strategic role.

Creative and Content Studio

Similarly, there is high ambitions in the “Strategic and Creative Lead Agency” ambitions among those who currently have a “Creative and Content Studio” setup. This implies that some Creative Studios are looking to expand their services and responsibilities.

Production Studio

Even respondents with a “Production Studio” setup are showing ambitions to become a “Strategic and Creative Lead Agency.” This indicates that some Production Studios may be looking to evolve into more comprehensive agencies.

At ZITE, we assist companies with this transformation, helping organizations harness the full potential of their in-house teams. By embracing strategic creativity, leveraging technological advancements, and fostering a culture of innovation, in-house agencies are poised to lead the future of marketing. We invite you to explore the full findings of our 2024 In-House Barometer Study and join the conversation on how in-house creativity is reshaping the industry.