In-house agencies (IHA) are becoming a standard part of many organisations, and with them comes a unique set of opportunities and challenges for strategists. At our recent roundtable, we explored these dynamics with eight In-House strategy leads at various sectors from Broadcast, Finance, and Travel to Food & Drink. Several key themes emerged: 



Different IHA Models: In-house agencies vary widely, with some functioning as separate entities to marketing while others operate as extensions of the marketing team or as integrated pods. Strategists shared how these setups influence their roles, particularly when proving the value of strategy to internal stakeholders.



Proving the Value of Strategy: A common theme was the need to demonstrate the importance of strategy, especially when marketers are deeply entrenched in brand and commercial elements. Strategists often find themselves in educational roles, explaining what strategy is for and how it adds value. Whether it’s showing the emotional resonance of a brand or providing a creative brief that aligns with marketing goals, strategists are often called upon to prove their worth before being invited to take on larger, more upstream work.



Talent & Team Structure: While working in in-house teams can offer a better work-life balance, the flat structure of these environments can be perceived to limit career progression, especially for more junior team members. Several noted the lack of upward mobility and the need for broadening skill sets as a sideways form of career growth. Mentoring programs, like exchange programmes, are proving beneficial for helping strategists continue their development.



Knowledge and Growth: Without a CSO to mentor them, strategists often need to seek out creative allies or marketing experts within the organisation to test and strengthen their thinking. Sharing knowledge within the team or even leveraging external opportunities, like becoming an award judge, can help ensure that strategists keep their skills sharp and continue to grow in their roles whilst keeping a broader industry perspective than just the one brand or business they are in. 



In-House vs. External Agencies: While some early adopters of IHA’s, are moving back to external agencies for cost-saving reasons, others, continue to rely solely on their in-house teams. Strategists noted that while in-house agencies are often cheaper and faster, external agencies still hold an allure due to their perceived creativity and flexibility.

Zoe Edwards is our Principal Consultant for Planning and Strategy roles.

Learn more about our In-house salary survey and how we work with in-house agencies here.