In-House Agencies (IHAs) are becoming the default for both new creative activity as well as the activities required to power brands within all marketing channels. This series will help you navigate the choices, decide what is best for your organization, get you started on the journey, and improve your set-up to take advantage of best practices.

Key takeaways from the series:

  • A program for assessing the effectiveness of current agency requirements and usage
  • How to review agency needs going forward, and consider both short and longer term goals and KPIs for both external and internal agencies
  • Roadmaps for establishing a new IHA or developing an existing one
  • Tips on managing an IHA successfully, achieving ‘Club Culture’, and building a leadership structure
  • Suggestions on how to achieve a ‘Creative Inside’ philosophy – the standards of strategy and creative that are conventionally believed only to be possible in classic external agencies
  • Ideas on achieving optimum success with the ‘hybrid model’ – managing your external and internal agencies, measuring performance across both, and balancing their respective contributions

David Wethey leads a team of ICP and external guest contributors. This includes James Sanderson (Director of Creative Operations at ICP, formerly COO, Oliver and MD, Wunderman Thompson), Emma Sexton (founder & CEO, MYWW and Inside Out Creative Awards), Jarrett King, Director (Experience Design & Creative, Coca-Cola), Christopher Grakal and Victor Lebon (ICP CEOs) and ICP subject matter experts including Rachel Couvillon, Jing Wang, Courtney Adams, Elliott Brown and Martin Handyside.

Introduction to the course


October 27, 2020 - Session 1: Introduction

November 2, 2020 - Session 2: Audit

November 12, 2020 - Session 3: Plan

December 1, 2020 - Session 4: Launch & Manage

December 10, 2020 - Session 5: Optimize

December 15, 2020 - Session 6: Realize


    October - December 2020

    An Online Educational Series