TWO PATHS TO IN-HOUSE GROWTH

For years, the assumption has been that in-house agencies are a marketing-driven initiative—a natural extension of a brand’s internal capabilities. But the data tells a different story. The decision to establish an in-house setup is often made outside the marketing department, driven by broader business and operational leadership.

Our study found that while 82% of those involved in in-house teams identify as being part of marketing, nearly 18% come from other areas like finance, procurement, operations, or C-level leadership. This signals that in-house teams are not just a response to creative needs but a strategic shift orchestrated from the top-down. Decision-making power confirms this: 68% of executive leadership and 55.4% of board-level respondents report having the highest level of authority over departmental decisions. Mid-level marketing leaders, by contrast, have influence but rarely full ownership over structural changes.

This leads to an important distinction in how in-house teams are formed. Some are deliberate, built from the ground up with a clear mandate, while others emerge organically, growing within marketing departments until they are, for all practical purposes, an in-house agency—even if they were never officially labeled as such.

The deliberate in-house model happens when C-suite leadership—often CMOs, CFOs, or even CEOs—decides to build an in-house agency with a structured hiring plan and budget allocations. This approach is typically data-driven, focused on reducing external agency costs, increasing brand control, and streamlining creative production. These setups are intentional, with clear roles, defined processes, and leadership alignment from day one.

In contrast, the hidden in-house model is not the result of a single strategic decision but rather a slow accumulation of creative and operational talent within marketing. It starts with hiring a few graphic designers, video editors, or copywriters to meet immediate content needs. Over time, the function expands as marketing teams bring on strategic planners, production managers, and digital designers. Without a formalized restructuring, these internal teams take on more work previously handled by external agencies—eventually becoming an in-house agency in all but name.

While the end result may look similar, the path to in-house differs significantly. Deliberate in-house teams often operate with greater clarity, with executives defining their role and funding their development. Hidden in-house teams, on the other hand, may lack an official mandate but gain power through necessity—proving their value by taking on more work until they become indispensable.

One thing is clear: regardless of how they are formed, in-house teams are no longer just executional units. The rise of Creative Directors (36%) and Strategic Planners (60%) within in-house teams suggests that companies are investing not just in production, but in strategic creative leadership. Yet, decision-making still skews towards top management. While mid-level marketing leaders play a key role in shaping execution, only 18.7% report having full decision-making power.

This shift signals an important change in the industry. In-house teams are growing, but their development is no longer just a marketing decision—it’s a business decision. Whether through a deliberate executive plan or an organic shift within marketing, in-house teams are becoming a core function of modern brands, redefining the balance between internal capabilities and external agency partnerships.

Want to Know More About In-House Trends?

The 2025 In-House Barometer is one of the most comprehensive studies of in-house marketing, drawing insights from over 1,000 decision-makers across Europe, Scandinavia, the UK, the US, and Canada. This year’s edition maps the latest developments, challenges, and strategic choices shaping the future of in-house teams.

Now in its fifth and most in-depth edition, we’re going further than ever to understand how companies are navigating the shift toward in-house marketing—and what’s next. To add perspective, we’ve invited leading industry voices to discuss the findings, providing deeper context on what these shifts mean for brands worldwide.

Join us in Copenhagen
for the launch of 2025 In-house Barometer

Date: May 15, 2025

Time: 9:00 - 12:00

Venue: DI – Dansk Industri

Address: Industriens Hus, H. C. Andersens Blvd. 18, 1553 Copenhagen

Sign up at www.inhousebarometer.com

Participation is free, but seating is limited.