After two decades in adland and building a global in-house creative and production ecosystem for Philip Morris, I’ve come to believe that the future of brand creativity lies in a hybrid model, where in-house teams and external agencies work together, not against each other. Too often, brands rush into building in-house studios with a narrow focus on cost saving, overlooking the operational backbone that makes such models truly effective.

At IHAR, we help brands build and optimise in-house models with their agency partners, we start with a simple but powerful premise: great creative doesn’t happen in isolation. It’s the result of strategic clarity, operational rigor, and cultural alignment. And if you’re a CMO or agency head navigating this shift, here’s what matters most.

Start with strategy, not just creatives

Many brands begin their in-house journey by hiring creatives, often brilliant ones, but without a clear operating model or strategic framework. That’s a mistake. The first hire in any in-house initiative should be operations. Whether it’s a head of traffic, a project manager, or a creative ops lead, this person sets the rhythm of the team, manages scope, and ensures the right work gets done right.

Equally critical is strategy. Surprisingly, over half of in-house teams lack a dedicated strategist. But without someone to unpack the audience truth, market truth, and product truth, creative work risks becoming subjective and disconnected from business goals. A strategist distils these insights into a single-minded proposition, the creative platform that guides everything from ideation to execution.

Build an ecosystem, not a silo

The most successful in-house models don’t try to do everything. Instead, they define their scope clearly and partner with external agencies to fill the gaps. This isn’t about cost-cutting, it’s about clarity and efficiency. You don’t need a full-time motion designer or planner if your scope doesn’t demand it. But you do need a vision for what your in-house team should own, and how your agency partners complement that.

Agencies shouldn’t fear the rise of in-house teams. When done right, the hybrid model strengthens both sides. In-house teams bring proximity to the business challenge, while agencies offer deep expertise and fresh perspective. The key is partnership, not competition. 

Change management is the real challenge

At Philip Morris, we built a global in-house ecosystem across 76 markets. The biggest challenge wasn’t the tech stack or the tools, it was change management. You can have the best systems in the world, but if your marketers don’t buy into the new way of working, it won’t stick.

Bringing people on the journey is essential. That means communicating the “why” behind the change, aligning on shared goals, and respecting existing agency relationships. The goal isn’t to replace agencies, it’s to build a fluid ecosystem where everyone knows their role and works toward a common outcome.

Talent is everything, but hire smart

When it comes to talent, chemistry matters. Look for entrepreneurial spirit, thought leadership, and people who challenge the brief, not just execute it. Culture fit is important, but so is future fit. You need people who can run the shop floor today and help build the business tomorrow.

At IHAR we operate both as a consultancy and a talent partner, so can match the right people to the right roles. We understand the culture, the scope, and the operational needs and fill teams quickly and effectively.

Tech and AI: Embrace the tools, but stay strategic

Workflow tools are non-negotiable. Whether it’s Monday.com or Screendragon, you need visibility of scope and deliverables to manage resources effectively. Without that, chaos reigns.

And yes, AI is here. Automation is critical for high-volume content production, especially for global brands. But it’s not a silver bullet. Use AI to streamline BAU work, freeing up your team to focus on strategic and creative challenges. Don’t fear it, use it pragmatically.

If you’re considering building an in-house agency, start with a clear vision. Where are you now, and where do you want to be in two years? What kind of work do you want to be proud of, executional, strategic, or exploratory? That vision will guide your hiring, your tech stack, and your culture.

And remember: in-house isn’t an all-you-can-eat buffet. Set boundaries. Define scope. Build for success from day one. The hybrid model isn’t just a trend, it’s the future. And with the right strategy, operations, and partnerships, it can be a powerful engine for creativity and growth.