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inhousing

AI and the in-house evolution: The technology that makes in-housing essential
campaign red inhousing By Matthew Keegan

How Mastercard, Marriott and Miniso define what to keep in-house
campaign red inhousing By Matthew Keegan

From Mastercard to Miniso, APAC brands are betting on in‑housing for speed and customer‑centric clarity, while still relying on agencies for creativity at scale and strategic depth.

APAC’s livestreaming boom spurs a surge in international brands
campaign red inhousing By Matthew Keegan

As livestream commerce rewires retail across APAC, in-housing is as much about speed and control as cost. When a single Chicjoc stream can generate RMB100 million and Taobao’s strongest live sales now come from store-run channels, the question is no longer whether brands should bring capabilities in-house, but how much.

Why in-housing is redefining brand control across the world
campaign red inhousing By Kate Magee

OUT NOW: Campaign Red’s latest market report 'The Inside Job'

The rise of in-house creative teams and why ‘client collaboration’ is not an oxymoron
inhousing

Agencies should feel like an extension of the client team, not a service provider wheeled out for big moments.

Inside job: How Uni-China Group’s in-house team builds campaigns to take on the giants
agnes lung editors picks inhousing inside job thelongview unichina group

"With the right brand strategy, David can fight Goliath,” says CMO Agnes Lung, as she turns Uni-China into a playground for smart campaigns that cut through.

Inside job: '30,000 people, but still a start-up', says CMO Naho Kono on Rakuten’s human-first marketing
cmo interviews editors picks inhousing inside job naho kono rakuten thelongview

From AI cutting time spent on creative work by 81% to building loyalty across 70+ businesses, Naho Kono shares how Rakuten keeps marketing fresh with an agile, personal, and always human-first outlook.

Inside job: Why MYOB is building an agency of its own to keep creativity close
editors picks inhousing inside job myob thelongview

At this tech company, an in-house marketing team means total immersion. Living and breathing the brand every day, it's easier to drive creative harmony across product and customer touchpoints, says GM Gab McKenzie.

Why AI is a gamechanger in the in-housing playbook
ai inhousing By Ravi Balakrishnan

Brands such as Income Insurance and Zalora are turbo-charging their in-house capabilities with the help of AI. Marketers weigh in.

Why the traditional agency model continues to fail creatives and brands
creative inhousing By John Marsden

Criticism of adland’s status quo is nothing new; John Marsden of Maker Lab argues that meaningful change starts with rethinking talent, creativity, and the restrictive structures holding them back.

Agency dissatisfaction drives growth of in-housing: WFA
advertising agencies inhousing marketing wfa By Staff Reporters

Nearly seven in 10 respondents to a survey from the World Federation of Advertisers and The Observatory International survey said they had recently made, or planned to make, changes to their agency roster.

How a pharma company created an in-house creative team from scratch
australia healthcare inhousing pharma By Surekha Ragavan

Unlike many brands that take a hybrid approach, this company is committed to a 100% in-housing model. The GM of marketing tells us how it’s done.

Why marketers are aggressively building in-house teams
alvin neo assembly campaign360 fairprice inhousing performance marketing siew ting foo By Surekha Ragavan

CAMPAIGN360: Marketers at HP and FairPrice argue the pros of in-housing, particularly in digital capabilities such as performance and media-buying.

Inhousing drives marketing for TCS, India’s largest technology outsourcer
cmo india inhousing marketing technology By Rahul Sachitanand

CMO Rajashree R. explains how Tata Consultancy Services' inhouse team is breaking away from stereotypical B2B imagery of buildings, servers and people, to focus on aspiration and human connection.

Where does the advertising agency go from here?
advertising agencies inhousing By Sonal Patel

Agencies need to lean into platforms that help them—and their clients—understand nuanced audiences and how to use the differences to improve ROI, writes the Southeast Asia MD at Quantcast.

Unilever expands in-house capabilities as company becomes ‘match fit’
inhousing unilever By Emmet McGonagle

The owner of Dove and Persil opened eight new digital marketing hubs over the last year.

Nick Emery & David Jones interview: There’s a gap in the market for in-housing media
inhousing mindshare By Gideon Spanier

Ex-Mindshare CEO Emery is “not interested” in revenge and has written a novel about advertising.

Oatly IPO reveals ‘crucial’ role of in-house creative team and risk of losing talent
inhousing By Gideon Spanier

“Creativity is at the centre of the Oatly brand,” the prospectus said, as it stressed importance of 51-strong in-house team.

Can in-housing produce consistently strong creative work?
bbh inhousing By Emmet McGonagle

In-housing was recently praised by BBH co-founder John Hegarty.

In-housing is here to stay and growing
advertising agency inhousing marketing By Gideon Spanier

As digital communications have become more central to the way that companies do business since the pandemic, it makes sense for brands to invest in their own capabilities – whether external agencies like it or not.