GLOBAL – Once relegated to tactical support roles, in-house teams are now claiming center stage and according to MikeTeevee’s new report, The In-house Evolution, they’re not just stepping up; they’re reshaping the future of brand creativity.
The numbers speak volumes: 81% of brands surveyed led their own campaigns in the past year, while 66.5% took charge of performance marketing. Drawing insights from leaders at power brands like Pinterest, Uber, Citibank, and Intuit, the report paints a compelling picture of in-house teams evolving from generalists into specialists and becoming mission-critical creative engines in the process.
But this isn’t just about cost-cutting. In fact, the stereotype of in-house as the “cheaper” option is getting a hard reset. Among those surveyed, creativity topped the priority list, while cost-efficiency fell behind ROI and speed. That’s a seismic shift in how brands are valuing internal capabilities—and it signals a deeper commitment to building long-term, culturally tuned creative strategies from within.
Ellen Utrecht, Founder of MikeTeevee, commented, “With the marketing landscape evolving at such a rapid pace, brands are seeking greater agility, efficiency, and creative ownership. It’s inspiring to hear first-hand from in-house creative and marketing leaders whose deep knowledge, collaborative approach, and creatively impactful work are driving brands forward in an era of constant change.”
The full report can be found here.
