Emma Sexton, one of our expert advisors on the allpoints team explores the evolving creative landscape and how in-housing fits into the picture, highlighting real-world examples from agency and in-house teams.
For nearly three decades, I’ve watched the creative industry go through waves of change. Trends come and go, disruptive technologies shift paradigms, and business models rise and fall. But today’s transformation feels like a more fundamental realignment—one that’s overdue.
Central to this change is the rise of in-house creative teams, which many perceive as a direct threat to traditional agencies. But is in-housing truly a threat? Or is it a sign that the creative industry is evolving to better meet the needs of clients and creatives alike?
A Necessary Shake-Up
The traditional agency model has been under scrutiny for years. Retainers that once provided stability have become rare, free pitching has left agencies exhausted, and the race to secure new business often feels like a race to the bottom.
This shift has sparked a significant transformation in the agency world. A good read is Micheal Farmer’s book ‘Madison Avenue Makeover’on the transformation of agency Huge where they have started rethinking their structures to stay relevant. Huge worked with Caroline Johnson at The Business Model Company, challenging the status quo by pioneering new ways for agencies to charge for their creative work, moving away from outdated hourly billing to more value-driven approaches.
Agencies have historically operated in ways that served their own structures rather than their clients’ needs. Retainers locked them into repetitive work cycles that didn’t always align with their creative strengths. The rise of in-housing is accelerating the need for agencies to rethink their role, adapt their business models, and rediscover their creative focus.
The Collaborative Advantage of In-Housing
In-housing has risen in prominence, but rather than being a threat, it presents an opportunity for agencies to evolve. In-house teams excel at delivering creativity with operational efficiency and deep brand understanding. However, they often rely on external agencies for specialist skills, fresh perspectives, or additional capacity during peak periods.
The growth of in-house teams is best exemplified by some of today’s most prominent brands:
- Pepsi’s Sips & Bites Team: Under Matt Watson‘s leadership, this in-house creative team has gained widespread recognition, even winning prestigious awards. The team demonstrates how brands can integrate creativity deeply into their operations while still delivering exceptional output.
- Sky Creative: Headed by Ceri Sampson, Sky’s in-house team boasts over 800 members. This vast operation allows Sky to manage a consistent brand presence across its diverse offerings while retaining the flexibility to innovate quickly.
- Specsavers’ Creative Team: Led by Nicola Wardell, Specsavers has long been a pioneer in in-housing. Its well-established team delivers strategic and creative solutions tailored to the brand’s needs.
These examples show that in-house teams aren’t just about cost savings; they bring a level of strategic depth and brand ownership that agencies often find difficult to match.
A New Role for Agencies
Rather than competing with in-house teams, agencies can carve out new roles in this evolving ecosystem. The most successful agencies today are adopting more flexible models.
The rise of ‘spikey’ (specialist) and ‘spokey’ (freelancer-focused) agencies shows how businesses can scale up and down based on project needs. These lean, focused models don’t rely on retainers or high overheads. Instead, they emphasise expertise, quality, and the ability to deliver targeted creative solutions.
With leaders like Caroline Johnson paving the way for more innovative pricing models, agencies can shift away from the constraints of traditional billing practices and focus on work that aligns with their strengths. By becoming specialists or partners to in-house teams, agencies can continue to provide value without directly competing with internal teams.
Opportunities for Everyone
In-housing is not the enemy—it’s part of the industry’s natural evolution.
For brands, in-housing offers a chance to embed creativity more deeply within their operations, fostering a culture where innovation thrives across departments.
For creatives, this shift opens new paths to build careers or businesses that align with their passions. Whether working in-house, running a boutique agency, or freelancing as a specialist, there are more opportunities than ever to focus on meaningful, fulfilling work.
For the industry as a whole, this change represents a move away from bloated, outdated models. What’s emerging is a more sustainable, flexible, and collaborative ecosystem—one that prioritises commercial sense and creative excellence.
In-Housing: A Call to Evolve, Not a Threat
No. In-housing isn’t a threat to agencies—it’s a challenge to adapt. It’s a call to shed outdated practices and embrace a more collaborative, specialised, and client-centric approach.
The creative industry is finally landing where it should be: in a space where agencies, in-house teams, and freelancers coexist, each bringing unique strengths to the table. For those willing to evolve, the future is bright.
About Emma Sexton
Emma Sexton is a highly experienced brand advisor and ex-agency founder who has worked with global brands such as Google and Snap. She is also a Creative Expert in Residence at King’s College, London, and a member of the Allpoints team. Known for her strategic expertise, Emma helps ensure that brands drive business objectives while maintaining creative integrity.
Her diverse experience spans brand, strategy, creative direction, advisory roles, and non-executive directorships, making her a leading voice in the creative industry. Her podcast The Future of In-House Creative Leadership is available on Spotify and Apple.