How In-House Creative Teams Are Changing

Marketing Management — Wed., Jul. 27, 2022

Recent research from Lytho shows that in-house creative teams have been growing in size and increasingly focusing on strategy. According to the survey, 38% of respondents reported an increase in team size over the last twelve months. Creative strategy (26%) and marketing/comms strategy (22%) were the top areas in which their team increased capabilities.

In the next twelve months, 38% of respondents expect their in-house creative team to grow, with creative strategy being the capability to see the greatest growth. Process improvements that have been made in the last year include improving project kick-off meetings (35%) and setting up project templates (35%). The top expected process improvement in the next twelve months is establishing or improving creative briefs (27%).

The report was based on data from a survey of 86 people, 89% of whom work as in-house creatives or in-house creative managers.

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