EP86: In-house creative teams. An agency threat or opportunity? | Emma Sexton Small Spark Theory: a marginal gains approach to new business and marketing

Over recent episodes we’ve referenced many of the macro issues facing brands which have in turn slowed down or stalled new business opportunities for agencies. 
But there’s an elephant in the room that we’ve yet to address; the growing trend of clients deciding to bring creative resource in-house. 
In this episode I speak to designer, brand specialist, ex-agency owner and all-round magnificent entrepreneur Emma Sexton. Emma has long championed in-house creative teams having set up the Inside Out Awards over a decade ago. In 2021 this association blossomed into The Inside Out Community, a vibrant member community of in-house creative leaders. 
Emma shares with us the latest statistics on the growth of in-house creative teams, both nationally and internationally and the key drivers behind this shift. We look at the role of AI and budgetary implications. Most importantly, we look at the opportunities for agencies in the face of a trend that isn’t going away any time soon.
You can read more about these insights in the recently released report The Future of In-House of Creative Leadership.
Our book giveaway this month is Emma’s recommendation: Madison Avenue Makeover : The transformation of Huge and the redefinition of the ad agency business. Listen in to find out how to win. 
You can listen to Emma’s previous conversation with us about new agency models here.