Building an Effective In-House Agency: Roles and Structures for Marketing Success

CMOs considering bringing some agency functions in-house face the challenge of designing a team that not only aligns with the business’s vision and culture but also effectively manages the dynamics of an internal team.  

Here are some things to consider when building out your In-House Agency team: 

Diverse Thinkers Aligned with Vision  

An effective in-house team thrives on diversity of thought. It’s crucial to recruit people who bring unique perspectives yet are fully committed to the company’s vision and culture. You need people who will challenge new ideas and old norms, and push for things to be better, but people who will also bring energy and positivity to get good ideas off the ground. This balance fosters innovation while maintaining a unified direction. 

Managing Growth and Scalability  

Growing pains are common as any new business or function evolve. Plan for scalability from the start by considering how the team will handle gaps due unexpected or planned leave.  

Having multiple people capable of covering the same tasks can ensure that operations continue smoothly without interruption as workload flexes. Alternatively, ensure you’re connected with a network who can cover short or long skill gaps.  

NB: According to research done Sedgwick & DHS, employee absenteeism is on the rise in Australia.  

Role Specialisation vs. Generalisation  

In smaller or newly formed teams, generalist roles are required as they allow for flexibility and cover a broad range of tasks. As your agency grows, incorporating specialist roles can bring in-depth expertise and drive advanced strategies. Even very large In-House Agencies (like Unilever’s U-Studio with 20 locations) continue to work with specialist agencies to cover specialist roles and deliver the best work on a large scale.  

Structured Layers and Clear Escalation Paths  

While small agencies have a relatively flat structure, you will need to establish clear layers of management and escalation paths to facilitate smooth operations. This structure will help in managing workload and priorities effectively, especially when roles and responsibilities are clearly defined without overlap. 

Designing Roles with Primary and Secondary Specialties  

Aim to create roles with primary responsibilities complemented by secondary specialties. This approach enhances versatility within the team while ensuring that each member has a clear area of focus. 

Consistency in Management  

To avoid confusion and conflicts in priority management, roles should ideally report to a single manager. While it happens a lot, splitting roles between different managers can complicate workload management and diminish efficiency. 

Role Definitions and Responsibilities  

While role titles may vary, each should have clearly defined responsibilities. Examples of relevant roles for an In-House Digital Media Agency might include: 

Head of Technology

Responsible for providing technological leadership, support and expertise within the agency, optimising and maintaining digital tools and platforms, and advising on the latest tech trends to enhance marketing performance. 

Alternate titles: Technology Specialist, Digital Solutions Expert and Tech Guru.

Paid Platform Specialists

Manages and refines marketing campaigns to ensure maximum efficiency and effectiveness. Focuses on data-driven strategies and continuous optimisation of campaign elements like audience targeting, spend, and creative iterations. 

Alternate titles: Performance Director, Digital Performance Manager, Campaign Performance Manager and Marketing Campaign Specialist.

Strategist

Develops marketing strategies and plans based on market research and insights. Aligns marketing objectives with business goals to drive growth and customer engagement. 

Alternate titles: Stategic Planner and Brand Strategy Manager.

SEM Account Manager

Manages client accounts specifically focused on paid Search Engine Marketing, overseeing PPC campaigns, and ensuring optimal performance through analysis and adjustments. 

Alternate titles: PPC Manager, Search Marketing Manager, Paid Search Manager, SEM Specialist and Digital Advertising Manager.

Reporting/Analytics (Specialty Role)  

Focuses on gathering and analysing data from marketing campaigns and blending it with business data and insights. Delivers insights and reports that influence strategy and decision-making processes. 

Alternate titles: Data Analyst, Marketing Analyst, Campaign Analyst, Performance Analyst and Insights Specialist.

Manager

Oversees operations within a specific department or the entire agency, managing staff, resources, and projects to ensure the objectives are met efficiently. 

Alternate titles: Team Leader, Department Head and Director.