What I Learned Building a Five-Person In-House Agency

When I joined my current organization, its marketing was handled by outside agencies, with a significant annual spend behind them. The agencies were busy. But nobody on the inside could see the full scope of what was being done or measure it against what the business needed, and the investment wasn’t lining up with the results.

So we brought the work home. Today I lead a five-person in-house agency. Here’s what changed, and what I’d tell anyone thinking about doing the same.

Why in-house worked for us

1. We understand our own numbers. We have up-to-the-minute data that we understand and that matters to us. When a campaign or ad needs a change to perform better, we make it that day – and we have.
2. We’re in more places. A year ago we were online and in print. Today we run true omni-channel campaigns: digital, broadcast, out-of-home, direct mail, print and community investment, including partnerships with six local radio stations.
3. We control the whole process. From idea to results, the decisions are ours, and we have the freedom to do what’s right in the moment.
4. Decisions move faster. I can look my team in the eye and say what we need to do – and they can tell me what they need from me or from others. Approvals happen in conversation, in real time.
5. Our people grow. The creative challenge and the fun of marketing now land with our own team. That’s opened real opportunities for them to learn and grow as professionals.

The results so far: year-over-year growth in occupancy at two of our sites, revenue growth across all three, and campaigns that are delivering a positive return.

What I’d tell you before you start

1. Measurement comes first. Before anything else, decide how you’ll know the job has been done well.
2. Write down who decides what. A clear RACI chart, or a similar document, sets out who is responsible, who approves and who needs to be kept in the loop.
3. Strategy and calendar before themes. As the leader, set the strategy and the calendar first. Your team will be dreaming up campaigns before you’ve finished their job descriptions – and that energy is a gift once the foundation is in place.
4. Be clear about how people show up. Spell out where each person has firm boundaries and where they’re free to create and have fun. Clarity is what makes creative freedom feel safe.
5. Build a standard intake process. Other departments will ask for marketing help. A simple, consistent way to request it lets you track the work and report on your successes. I use Microsoft Forms and SharePoint – it’s quick, easy, and the reports are clear.

The people part

When I arrived, the team was under a lot of pressure and morale was low. One person moved on. Everyone else stayed.

Today, two of them are thriving – building remarkable things and doing the best work of their careers. They’re excited to come to work, even on the shitty days. That is what I’m proudest of.

Try this

Pull last year’s marketing spend and list what each dollar produced. If you can’t connect the two for most of it, start with measurement – whether you bring the work in-house or not.

Be well.