Show Notes
In-house agencies have been growing over the last few years, as brands have been taking more work in-house and building bespoke teams. In the last few weeks, Allwyn launched an in-house studio, ITV shifted its retained creative account from Uncommon to ITV Creative and Uncommon’s executive creative director Richard Biggs jumped to BBC Creative.
Campaign Red analysed this trend and last month produced an in-depth global report, The Inside Job, looking into what disciplines brands are in-housing, why they are luring agency talent and how they are collaborating with external agencies.
In this episode, Niki Garner, director of ITV Creative, joins The Campaign Podcast to discuss the in-housing evolution, why she hires from agencies and how in-house teams can provide the most value. Garner was also named In-house Agency Leader at Campaign’s In-House agency awards last year.
Joining from the Campaign team is data journalist Jamie Rossouw, co-author of The Inside Job, and premium content editor Nicola Merrifield. This episode is hosted by tech and multimedia editor Lucy Shelley.
Further reading: How to build a successful in-house agency Allwyn's media director: in-house shop Studio 59 aiming for “newsroom mentality” BBC Creative appoints Natalie Lau as head of planning ITV Creative lead dismisses past 'snobbery' aimed at in-house agencies ITV promotes I’m a Celebrity… South Africa with hand-drawn animation “The darker side of water”: behind the scenes of Channel 4’s “The fountain of filth” Lego ad calls 'play' with array of characters performed by Tom Holland Specsavers highlights audiology services by 'rebranding' Over four in 10 in-house agencies want to be brand’s lead agency, IHALC research finds ITV, Reckitt and Pepsi in-house leaders to speak at Campaign's In-Housing Summit The Lists 2025: Top five in-house creatives Campaign In-House Agency Awards 2025: winners revealed
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