Beyond the In-House vs Agency Debate
Melissa Smith
What Campaign's Power 100 marketers reveal about the future of internal teams, hybrid models and agency partnerships.
As more of the world’s most influential brands bring marketing capabilities in-house, the question is no longer whether to in-house, but how. Drawing on insights from Campaign’s Power 100 marketers, this article explores the very different ways brands are building internal teams — from creative and social to data, media and production — and the strategic reasons behind those choices.
What emerges is not a single blueprint, but a spectrum of hybrid models. While speed, control and data ownership continue to drive in-housing, external agencies remain critical partners for scale, specialism and fresh perspective. With contributions from senior marketers and recruiters — including The Industry Club’s Zoe Edwards — the piece captures an industry in transition, where in-house capability is evolving rapidly, and no two brand set-ups look quite the same.
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