Insights › Five compelling reasons creatives choose in-house roles

Five compelling reasons creatives choose in-house roles

26 Nov 2024

For marketers seeking to make their teams more efficient and agile, in-house creatives are becoming invaluable. Moreover, for many creatives the benefits that in-house working represents – stability, opportunities for career growth and the chance to make a lasting impact from the ground up – have their own appeal. That’s why these roles often attract top-tier talent – and they enable organisations to stay strategically aligned.

But in-house teams don’t have to work in isolation. Agencies can also bring an objective perspective and fresh ideas to complement in-house teams’ deep understanding of the brand. This outside-in view helps challenge assumptions, ensuring campaigns remain innovative and aligned with broader market trends.

1. Direct stakeholder access and strategic alignment

One of the things people find most appealing about working in-house is the ability to collaborate directly with leaders and decision-makers. Agency workflows can involve multiple layers of intermediaries which dilute the clarity of ideas and priorities, whereas in-house teams have the advantage of daily stakeholder interactions which give them a clearer understanding of the organisation’s strategic goals and the chance to contribute ideas in the conceptual stages.

For marketing leaders, this proximity keeps their core creative team closely aligned with organisational priorities, while agencies can bring an objective perspective and fresh ideas to complement in-house talent’s deep understanding of the brand.

2. Faster turnaround with streamlined processes

In-house teams have the advantage of agility, bypassing the extended briefing and approval cycles that agency workflows necessitate. Their proximity to stakeholders means they can adapt to changes quickly, iterate ideas in real time and deliver projects quickly. This immediacy appeals to creatives who thrive in dynamic environments and to marketing leaders who need results fast.

To complement this strength, agencies can step in to handle projects that need extra hands or specialised skills, helping in-house teams meet tight deadlines without overwhelming them. Agencies also bring valuable experience in executing large-scale, multi-channel campaigns efficiently. Their ability to coordinate across platforms can speed delivery without compromising on quality.

3. Creative ownership with variety

Creatives often find in-house roles attractive because they present a chance to take ownership of the brand’s creative direction. From brand-building campaigns to product launches, in-house teams are deeply involved in shaping the organisation’s identity. This sense of ownership encourages a sense of pride and accountability which are often less tangible in agency work.

Marketers often worry that in-house work may become repetitive or lack variety, but collaboration with agencies can enhance diversity and bring fresh perspectives. This balance keeps the creative output vibrant and dynamic, a creative mix that appeals to top talent. Agency partners can also bring in new creative techniques and approaches, challenging in-house teams to learn and evolve.

4. Opportunities for recognition and growth

Traditionally, prestigious industry awards like the Drums, DMAs and Clios have been the domain of agencies, but in-house teams are increasingly encroaching on this territory, demonstrating the value of a dedicated team that understands the brand inside-out. These accolades boost the organisation’s reputation, while having their work validated provides motivation for its creatives.

Marketing leaders who nurture growth in their in-house teams through training, mentoring and recognition will find it easier to attract and retain top talent. Collaborating with agencies can expose these teams to evolving industry trends and best practices, cross-pollinating ideas, enhancing skill development and honing their creative capabilities – even priming them for further industry recognition.

5. Building scalable creative operations

For marketing leaders, the real challenge lies in balancing consistency with scalability. Embedded teams bring stability and a deep understanding of the brand, essential for maintaining a cohesive identity across campaigns. Agencies, meanwhile, offer scalability, handling surges in workload or highly specialised tasks for which in-house teams may not have the bandwidth.

This hybrid model enables marketing leaders to build agile, resilient creative ecosystems. Agencies also provide a safety net during unpredictable demand spikes, ensuring that campaigns are delivered seamlessly without overburdening in-house teams. This partnership allows marketing leaders to scale creatively while keeping quality consistent.

“It is crucial for marketing leaders to remain open-minded and strike the right balance in their resourcing model between in-housing and agency partners, achieving the best of both worlds – maximising creative impact and driving outstanding results for their brands,” says Teodora Ninova, HelloKindred’s Commercial Partner in the UK.

Today, in-house creative teams hold a unique advantage in delivering award-winning work. With direct access to stakeholders, they can influence decision-makers and actively shape the future of the brands they serve. This provides greater opportunities to produce standout campaigns, complementing the work of external agencies.

HelloKindred is proud to partner with leading in-house teams globally, offering flexible resource models tailored to their needs. Over the past decade, we have cultivated a boutique network of over 980 talented professionals, connecting incredible talent with award-winning opportunities.

If you’re a marketer seeking innovative ways to resource your in-house team with top-tier talent, or a creative professional looking for exciting work opportunities, we’d love to hear from you.

For a thorough understanding on how to unlock creative potential amidst hiring freezes, take a look here. https://hellokindred.com/insights/unlocking-creative-potential-amidst-hiring-freezes-how-staffing-solutions-can-keep-your-business-thriving/