So, you've decided to build an in-house creative or design team.

You're not alone—many of our clients have done the same, often with great success.

But not always. Some have found that the effort didn’t deliver the expected return. Take Keurig Dr Pepper, for example, which recently announced the closure of its in-house team, Liquid Sunshine. According to Ad Age, the company believes external partners are better equipped to handle the scale and complexity of its personalised creative needs.

We watch these shifts with (admittedly) vested interest. Those of us who’ve been around a while have seen the pendulum swing between in-house and external capabilities many times. As creative marketing evolves, so do the models that support it. It’s no surprise, then, when our client partners choose to bring some creative work in-house.

Agencies are used to shifting scopes. Hybrid models, where internal and external teams work side by side, are now the norm. It rarely makes sense to do everything in-house. Different challenges call for different capabilities. A degree of flexibility is essential. Netflix is a good example: its in-house team handles brand execution, while external partners develop high-concept campaigns.

Or take Unilever. For the launch of Comfort’s new sub-brand, Wonder Wash, Design Bridge and Partners collaborated with Unilever’s brand team and IPG’s AI-powered design studio, Sketch Pro. As Unilever’s global marketing director, Mario Dughi explains:

“[Design Bridge and Partners] was responsible for the design system behind the campaign. Then how that campaign is executed across touchpoints—that’s Sketch Pro.”

— Source: Design Week

If your agency partners are truly relationship-centric, they’ll understand that helping you succeed—even if it means losing some work—is better in the long run.

Our Advice for Building a High-Performing In-House Team

1. Invest in Talent and Technology
Attracting and retaining top creative talent is no small feat. Nor is building the diversity of skills needed to deliver great work. Your agency can help guide salary benchmarks, career development paths, and the right tools for the job. We know what it takes to keep creative teams inspired—not just in ideas, but in craft, execution, and operations. Use that knowledge.

2. Define Clear Roles and Responsibilities
Map out who does what—and who signs off. In fast-paced environments, duplication and missed steps are common, especially when external partners are involved. A 2023 ANA study found that 68% of disputes stem from overlapping roles. Be clear about which projects need strategic thinking and which need fast turnaround. Set operational and creative KPIs, and celebrate success.

3. Foster a Culture of Creativity
Creativity thrives on diversity—of people, perspectives, and experiences. In-house teams risk stagnation without regular exposure to new ideas. Agencies often work across industries and encourage their teams to explore what’s happening in the wider creative world. That sparks innovation, smarter processes, and better understanding of how brands live in people’s lives. Keep your teams connected to that energy—and to good data that shows what’s working and what’s not.

Partnering for Success: How We Complement Your In-House Team

We see ourselves as an extension of your team, offering strategic and creative support where it’s most needed. Here’s how we can collaborate:

• Strategy and Brand Guardianship
  We help shape brand strategies that align with business goals and ensure consistency across channels. Our methods strengthen briefing processes and build confidence in in-house teams—especially when adopting new tools or formats.

• Hardwiring Brand to Business Strategy
  We don’t just execute—we help define what your brand stands for and how it stands out. Our upstream strategy work connects brand to business, and we build the systems and guidance that empower your internal teams.

• Specialised Expertise
  From motion design to 3D modelling, we offer capabilities your in-house team may not have. A hybrid model often delivers operational efficiencies and cost savings.

• Fresh Perspectives
  We bring cross-industry insights and experimental thinking to help you break through creative stagnation. With teams in multiple markets, we can also sense-check ideas with local nuance.

• Scalability and Flexibility
  We provide extra bandwidth during peak periods, so your team can stay focused on core priorities.

• Conflict Resolution
  When feedback conflicts, we can act as neutral mediators—finding the third way that keeps projects moving forward.

  The rise of in-house creative teams reflects the growing importance—and complexity—of creativity in marketing. Exploring collaborative models with your agencies can unlock new levels of creative impact for your organisation.