Across Europe, from extensive corporate floors in France to medium-sized enterprises of the UK, the size of an in-house marketing team tells only half the story. The 2024 In-House Barometer paints a complex picture of in-house marketing capabilities, where sometimes, the smallest entities punch well above their weight.

In France, a notable 52% of respondents are from enterprises with over 5000 employees, suggesting that major corporations are likely to have robust in-house capabilities. Similarly, in Spain, 36% of participants hail from such large entities. However, the trend of bigger firms having larger in-house teams isn't universal. Notably, smaller companies can also feature substantial in-house departments, likely reflecting their distinct operational strategies or business models that prioritize in-house marketing functions.

The landscape varies across Europe. In the UK, a significant 30% of respondents work in the 251-500 employee bracket, indicating a vibrant presence of small to medium-sized companies with potentially agile in-house teams. Germany presents a balanced mix, with a pronounced 44% in the 501-1000 employee category, showcasing its diverse economic fabric that supports a spectrum of company sizes, each with its own approach to in-house marketing.

This data implies that while larger organizations have the means to support expansive in-house teams, the size of a company does not rigidly define the scope of its in-house marketing agency. Regional economic dynamics, such as those observed in France and Spain, can influence the prevalence of larger in-house teams, whereas markets like the UK and Germany demonstrate a more eclectic mix, reflecting their competitive and varied commercial environments.

Unpacking the In-House Agency Lifecycle

The 2024 In-House Barometer shows a noticeable increase in challenges reported by in-house only respondents compared to all respondents. This suggests that in-house teams are feeling the pressure more acutely. For instance, time constraints are a major issue, with 45% of in-house only respondents highlighting it, versus 33% of all respondents.

Challenges by Agency Age:

Younger agencies (1-3 years) report lower percentages across the board for challenges, which might imply either a honeymoon period or perhaps less complex projects that align with their current growth phase. As agencies mature, the percentage reporting issues like balancing competing priorities, time constraints, and work prioritization increases, possibly indicating a more complex workload and higher expectations.

Challenges by Agency Size:

Smaller agencies (less than 5 employees) report the lowest percentages for almost all challenges, which could reflect a more manageable workload or perhaps limitations in taking on more complex projects due to their size. In contrast, larger agencies (especially those with 10-20 and 20-30 employees) report higher percentages for challenges like balancing competing request priorities and time constraints, which may reflect the complexities of managing a larger team and a broader scope of work.

Interestingly, technology and tools become a growing challenge as agencies get larger, with the highest percentage (10%) being reported by agencies with 10-20 and 20-30 employees, and slightly less for the largest agencies (30+ employees). This could be due to the larger agencies' need to integrate and utilize more complex systems and technologies.

Scaling Up Sharpens Strategic Struggles

Maybe one of the most significant challenges across all in-house agencies, regardless of age or size, are time constraints, work prioritization, and balancing competing request priorities. This trio likely reflects the intense pace and high demands of in-house work environments.

Resourcing challenges (both in terms of having enough people and having the right roles) are felt more by in-house teams than the aggregate responses. As agencies grow, these challenges persist, suggesting that scaling up the team doesn't necessarily alleviate resourcing issues.

This data paints a picture of in-house agencies as dynamic environments where growth in size and maturity doesn't negate challenges but rather transform them. As agencies evolve, the nature of their challenges shifts from the basics of staffing and technology to the more nuanced difficulties of juggling complex projects and strategic planning.

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.