Setting up an In-House Agency - How to Get Started

If you’re considering building an in-house agency or expanding your existing in-house team, these guidelines can help you decide if this is the right move for you. 

Whether you're looking to manage strategy, creative, content production, media planning, SEO/SEM, or analytics internally, achieving success requires careful planning, commitment, and skilled management. 

Here’s how to get started: 

1. Define Your Objectives 

The first step in setting up an in-house marketing agency is to define your objectives clearly.  

Q: Why are you wanting to change your current structure? Why are you considering an in-house agency? Are you aiming for better cost efficiency, enhanced brand alignment, or faster execution?  

Understanding your motivations will help shape the structure and strategy of your in-house team. 

Hopper Tip: Be honest about what you want to gain and what you might lose as part of the process. While in-housing is working brilliantly for many businesses such as Unilever, Specsavers, Sanitarium and Lego, others have built and then reduced or even closed their In-House Agencies (such as Intel’s Inside Agency). 

2. Assess Current Limitations 

Evaluate the current limitations of your external agency model.  

Q. What is it about your current structure that isn’t working? Why? How are you going to change it with a new In-House team and structure?  

Identify specific challenges such as communication gaps, lack of control, high costs, lack of transparency or trust, or inconsistent quality.  

By pinpointing these issues, you can better understand the advantages of transitioning to an in-house setup and ensure you address these pain points effectively. 

3. Carefully Define Roles and Responsibilities 

A successful in-house agency requires a well-defined structure with clear roles and responsibilities.  

Q. What are the key functions your agency team will need to perform? How many people will you need and at what level?  

Determine the key positions needed. Ensure your team has a diverse skill set to cover all necessary areas of expertise and can collaborate seamlessly.  

Don't underestimate the specialist roles. Hire the right specialists into the right roles and don't expect a specialist in one area (eg. SEM) to be a specialists in other areas (eg. social).

You will have to prioritise what skills or experience you want in your agency due to the limited number of people that can be on the team. An in-house (particularly one starting out) won’t have as many specialised skills or as deep experience as employees of an ad agency. 

Make sure you consider role coverage for unexpected or extended leave (sickness, holidays etc). Specialist agencies usually have multiple people doing the same role across many clients so they can keep service levels consistent. In-House Agencies won’t have those extra resources to call on.  

Hopper tip – you will need more people and variety than you think! We recommend In-House Agencies work in a hybrid-model so that you can call on specific skill-sets as needed without having to hire everything internally. A partner like Hopper Intelligence can also help you cover gaps when your critical team members go on leave or when the workload suddenly explodes. 

4. Mentorship and Management Structure 

To foster growth and development, implement mentorship programs and a robust management structure.  

Q. Who will train your internal team specialists? How will they stay fresh, motivated in their specialist area and up to date with the latest trends and opportunities?  

Pair new hires with experienced mentors to provide ongoing support and professional development. You will need to establish a network outside your internal team, including direct relationships with key media partners. Establish a clear hierarchy and reporting system to ensure effective guidance and accountability. 

Training is essential for in-house agency team members to ensure they remain innovative and are not confined by internal biases. Continuous external training and input from industry partners and formal training institutions are crucial. They expose team members to new ideas, techniques, and perspectives that can prevent the stagnation often caused by a closed internal environment. This external exposure helps team members challenge their preconceptions, stay abreast of industry trends, and brings fresh insights into the agency, fostering a culture of continuous improvement and creative thinking. 

Does your team need training in strategy, digital media, traditional media, Ad Tech, or Analytics? We can help.   

5. Establish Clear Processes and Workflows 

Develop standardised processes for project management, approvals, and feedback. Utilise project management tools and software to streamline operations and enhance collaboration. By defining clear workflows, you can ensure consistency and efficiency in your in-house agency's output. 

Some of our favourite tools to consider include: 

• Asana

• Trello

• Loop

• Teams

• Slack

Q: What is your media planning and buying processes – you will need to create your own robust media planning tools (planners & schedules), budget management planners, run-rate trackers, optimisation process documents and WIPs. 

If you don’t have these templates and processes set-up, we can help. 

Hopper Tip: We recommend running, reporting and invoicing your In-House campaign activity in the same way that you would sign it off with an external partner. This ensures clear communication and accountability, accuracy and transparency.  

6. Build a Strong Agency Culture 

Creating a strong agency culture is crucial for fostering creativity, collaboration, and innovation. Invest in team-building activities, regular feedback sessions, and recognition programs to keep your team motivated and aligned with company goals. A positive culture will drive your agency's success and attract top talent. 

Read more: Why culture is everything for in-house creatives (M&S) 

Case study: How Optus’ In-House Agency creates a company culture worth staying for.  

7. Technology and Tools 

Identify and implement the necessary technology stack for efficient operations. This includes marketing automation, analytics tools, and CRM systems.  

A great agency team will require a well-connected technology stack, advanced analytics, and a skilled team who understands how to make the most of it.  

Q: If you are currently working with an agency, do you know what tools they are using to run your activity? Look beyond the core systems and platforms and make sure you’re prepared for layers of technology platforms and service fees for things like research, brand safety, data management platforms and measurement tools. 

Read More: Vodaphone backtracks on taking Programmatic In-House   

Hopper Tip: Make sure you own your own platforms and data long before you try to take anything in-house. (All brand teams, not just those planning IHAs, should own their own platforms and data!). 

If you don’t own your own platforms and data and you’re not sure where to start, we can help.  

8. Performance Metrics and Evaluation 

Set clear key performance indicators (KPIs) to measure the success of your in-house agency. Track metrics such as campaign performance, ROI, and team productivity. Regularly review these metrics and use data-driven insights to make continuous improvements. 

Hopper tip: The best external agency relationships have clear goals and strong two-way communication between partners.  We recommend setting up a clear KPI and review process for your internal agency.  

Establishing an In-House Marketing Agency requires thorough planning and strategic implementation. By defining clear objectives, assessing current limitations, carefully structuring roles, fostering a strong culture, and leveraging the right tools, you can set your in-house agency up for success. 

If you're considering setting up an in-house marketing agency or expanding your current team, we're here to help. Share your experiences or ask questions, and let's work together to build a successful In-House Agency model that drives growth and innovation for your brand.