Top 5 In-House Agency Trends for 2025: What's on the Horizon?

Vicky Hope

January 6, 2025

In-housing

News

As we gear up for 2025, the in-housing evolution is showing no signs of slowing down. In fact, it's accelerating, pushing the boundaries of what's possible for brands looking to gain more creative control and efficiency.

At LOOP Agencies, we’re constantly living in this world, helping brands navigate the best solutions for their creative services to cope with the explosion of consumer content demands.

Here’s a glimpse into the top 5 trends that we think will continue to shape the world of In-house agencies (IHA) in 2025:

1. In-Housing: No longer a trend, but the new normal

In-housing is rapidly becoming the go-to approach for brands across various industries. The benefits are undeniable: greater control and volume, faster turnarounds, cost efficiencies, and deeper integration with business strategy.

90% of marketers in the UK are either using or considering in-housing cite the Institute of Practitioners of Advertising (IPA) in Shift Happens 2023.
A 2023 report by the Association of National Advertisers (ANA) revealed an 87% satisfaction rate among respondents with their IHAs.

These figures highlight the widespread adoption and positive perception of in-house teams, with an increasing range of capabilities.

2. The strategic evolution of IHAs: From cost savings to growth drivers

IHAs are evolving beyond their initial cost-saving focus. They’re now being recognised as strategic partners capable of driving significant business growth.

IHAs are leveraging their in-depth brand knowledge and access to data to create highly effective marketing campaigns.
They are also becoming increasingly involved in strategic planning and decision-making.

This shift is enabling brands to respond more effectively to the demands of the ever-changing digital landscape.

3. Embracing the power of technology: AI and automation as IHA essentials

AI and automation are transforming how IHAs operate, enabling them to:

Streamline workflows.
Personalise content, using their closeness to first party data.
Create content at scale.

These technologies are proving particularly beneficial in areas like social content versioning and display advertising, where automation and digital creative talent in-house are key to efficiency.

AI-powered tools are becoming indispensable for tasks such as:

Asset creation and optimisation.
Data analysis and reporting.
Content performance measurement.

By embracing these technologies, IHAs can significantly increase their productivity and speed to market, while freeing up creative talent for higher-touch creative briefs.

4. Culture is the cornerstone of IHA success: Building a respected team is key

Successful IHAs understand that a thriving culture is essential for attracting and retaining top talent. They’re prioritising:

Team motivation and collaboration.
Professional development opportunities and ambition for industry awards.
Flexible working arrangements.
And above all, are respect as peers to all others in the creative ecosystem rather than viewing them as an ‘all you can eat buffet’.

This focus on culture is helping IHAs to create environments that rival some of the best external agencies, ensuring that their teams are engaged, motivated, and equipped to deliver outstanding results. We always advocate that robust operations, and a respected culture, need to go hand in hand.

5. The rise of hybrid: Building a flexible and agile creative Ecosystems

The future of in-housing lies often in hybrid models that combine the strengths of internal teams with the specialised expertise of external partners. Coupled with marketing spend shifting from campaigns to always on experiences. It’s about building a creative ecosystem, with everyone working in a fluid way to partner for the good of the brand.

IHAs are partnering with agencies for specialist skills and with technology providers for cutting-edge solutions.
This approach provides flexibility, scalability, and access to a wider range of expertise.

Hybrid models allow brands to tailor their marketing operations to their specific needs, ensuring they have the right resources to achieve their goals.

As we head into 2025, the in-housing landscape will continue its dynamic evolution. With in-house teams evolving in sophistication towards fully integrated transformation.

By embracing these trends, brands will be reviewing their options for their creative services, ensuring they remain agile, innovative, and capable of delivering exceptional results in an increasingly competitive market.