Bringing Creative In-House? Read This First.

Insights & Trends
Bringing Creative In-House? Read This First.

More brands are shifting their advertising creative production from external agencies to internal teams, a move known as bringing creative “in-house,” to gain control, move faster, and cut costs. And the shift is accelerating: According to The Observatory International and the World Federation of Advertisers, two-thirds of major multinationals now have in-house creative agencies—a 16% increase since 2020. An additional 21% are actively considering building in-house capabilities, bringing the total to 87%.

But without solid marketing operations people, platforms, and processes, those benefits can quickly fall apart.

Where In-Housing Breaks Down

In-housing advertising creative promises speed, brand alignment, and cost savings, but only when the brand’s operations can keep up. A 2023 State of Creative Workflow report found:

When operations are disorganized, creative teams get pulled into administrative tasks they weren’t hired to handle, and efficiency and creativity suffers.

How to Make In‑Housing Work

To succeed, brands must treat marketing operations as a strategic pillar, not an afterthought.

  • Use the Right Tech: Implement DAMs, project management tools, and automation to streamline workflows and reduce manual tasks. Automate rights and compliance processes to avoid delays.
  • Staff for Ops: Hire operations professionals or partner with specialists to manage logistics, compliance, and finance so creatives can stay focused on creating.
  • Train Often: Keep teams sharp with regular training on evolving regulations, rights management, and internal processes.
  • Audit and Improve: Review workflows regularly to spot inefficiencies, ensure compliance, and stay ahead of risks.
  • Partner Strategically: Bring in external experts like XR when needed, especially for complex areas such as compliance, payroll, and rights management.

The Bottom Line

Bringing creative in-house is both a creative and operational commitment. Brands that invest in the right tools, talent, and processes unlock real agility, cost efficiency, and high-impact work at scale.

Ready to level up your in-house operations?

XR supports in-house creative teams with a platform and people expertise to scale productions without headaches.