Staying on top of trends and innovating as an In-House Agency
- Christie Wade
- Jul 12, 2024
- 4 min read
Updated: Jul 17, 2024
The Hidden Costs of Stagnation
Running an In-House agency isn't just about managing budgets; it's about managing creativity and innovation.
If you ask Ad Agency employees, many will say that one of the best parts of their job is the variety found in working on multiple accounts. Working on a broad range of brands and industries keeps it interesting and fresh.
This variety also offers ample opportunities to test new ideas and apply these learnings across clients and industries. Diversity helps to drive creativity and innovation.
An In-House Agency only has one client and creative/innovative employees might find themselves stifled. The hidden costs include declining creativity, outdated skills, and lost motivation, which can significantly impact productivity and innovation.
Often a single client’s strategy and sales/communication cycle will remain fairly consistent and it’s easy for In-House marketers to get stuck in a rut.
What’s Brad Pitt Got to Do with It?
In World War Z, the “tenth man” concept is that if all 9/10 military leaders agree, the tenth man must go against the other 9 to challenge the assumptions and consider alternate scenarios, even if they seem unlikely or improbable. This system is supposed to unearth flaws in the group’s conclusion and ensure that it’s never just the loudest voice that is heard or that ‘the way it has always been done’ is the way it should be done again in the future.
Similarly (though perhaps not quite so dramatically), Agencies need to encourage a ‘Challenger’ culture – one which encourages broad opinions and disruptive ideas that drive innovation in marketing.
Speaking on this topic to LBBOnline, Agency CEO Laura Hamod Barnes says, “At Connected, we are eager to maintain our reputation as a ‘Challenger’ company. One of our brand values is ‘Unexpected(ness)’ and we implement this in day-to-day processes by making sure we never assume and always ask why. As a business, we are constantly moving and seeking new ways to innovate and do things differently.
Stop Tunnel Vision and Drive Innovation
Famously, in-house ‘tunnel-vision’ and lack of external perspectives was blamed for the Pepsi/Kendall Jenner ad fiasco.
While that’s a bit oversimplistic and unfair (and many A-list agencies have been guilty of tone deaf campaigns), it does highlight the point that CMOs of In-House Agencies need to consciously ingest external perspectives and cultivate an environment that not only sustains creativity but drives innovation.
Here's how you can do it:
Here's how you can do it:
1. Hybrid Agency Partnerships
While the original rise in In-House Agencies was seen “the end” of external agencies, this hasn’t been the case. Instead, it has been the catalyst to evolve and improve old models that were no longer working for some brands. Today, most big In-House Agencies use a mix of in-house and external expertise according to their needs.
External agencies can inject fresh insights and strategic support, ensuring creativity and up-to-date industry knowledge.
Recommended Further Reading: 18 Signs it’s Time to Find an Agency Partner, not more In-House Talent
2. Connect with Publishers to Stay up to Date
For In House teams that are big enough (ie. spending enough in platform), publishers like Google and Meta will have direct partnership representatives to keep you up to date on the latest market trends and platform updates. Great partners will bring fresh ideas to the table that will benefit both parties!
For smaller teams, key publisher have a mountain of information and examples/case studies of interesting ideas.
Leverage publisher partnerships as an outside voice to challenge the way you’re currently using platforms and channels.
Recommended Further Reading: How to become a Google Partner or Premier Partner
3. Leveraging Partnerships and Colabs to Create New Ideas and Opportunities
Collaborations with partners can open up new avenues for creativity, offering new content ideas and exposure to cutting-edge campaigns.
To ensure success, both partners should define their goals and expectations (target audience, themes, channels, budget, timeline, metrics) before engaging.
Recommended Further Reading: How Unexpected Brand Partnerships Are Redefining Success
4. Engage with Industry Media
Keeping on top of trade press is essential for staying on top of emerging trends and technologies, which can inspire your team and inform your strategies.
Within in your In-House Agency, assign ‘champions’ of each major marketing area so someone is always responsible for being across the latest trends and updates (eg. Social Media, AI, Analytics).
5. Participation in Industry Events
Attending industry events allows your team to network, share ideas, and find inspiration from successful case studies and innovative marketing tactics.
There’s a huge variety of relevant events happening around Australia and the world! Here are just a few Australian events to consider:
6. Internal Culture and Events
Regularly scheduled creative days, training sessions, and team-building events can help maintain a high-energy, creative atmosphere that encourages innovative thinking.
For training and work sessions, we recommend you check out:
Switch Thinking with Dr Ken Hudson
DiSC Profilie workshops (or similar) – available via a wide variety of HR and education institutions
Channel-specific training with Hopper Intelligence – Digital Media, Traditional Media & Ad-Tech
Some fun ideas to keep the energy high in your In-House Agency:
Amazing Race style competitive event (Corporate Challenge run a good one or you can DIY!)
Murder Mystery event (hire a host of DIY)
A ‘Magical’ Dinner (we highly recommend Will - Dare the Magician)
7. Building a Network of Trusted Advisers
Cultivating a network of mentors and industry leaders can provide your team with necessary guidance and fresh perspectives that challenge internal biases.
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Keeping an in-house agency creative and innovative requires deliberate effort in fostering an environment that encourages continuous learning and openness to external influences. By implementing these strategies, you can ensure your In-House Agency remains as dynamic and cutting-edge as the best external agencies.
