The renaissance in brand culture has emphasized the benefits of having an internal creative team.
Their value has moved beyond cost containment. It includes:
- The advantages of a dedicated, always-available, team
- Direct access to the product and marketing groups; permanently focused on the brand’s success
- Access to confidential customer data
- Deep institutional knowledge of the company’s products - perhaps the most important advantage of them all
Now for the challenges. Because in-house agencies have transitioned from their pioneering days and reached greater levels of maturity, they confront the same issues external agencies have grappled with for decades: how to attract, develop, inspire, challenge, reward and retain top talent in a fiercely competitive marketplace.
This panel will discuss a wide range of approaches to meeting these challenges – a diversity of views on how best to build tenure and loyalty across an in-house creative team - while keeping work ‘new day’ fresh.
