Every week I get at least one message from someone looking to move in-house. It usually goes along the lines of “I’ve always worked agency side but I’ve heard such great things about in-house. How can I make the move?” So what is it that people are expecting? And how will it differ to what they are currently experiencing in agencies?

For the final question in our recent IHALC Talent & Salary Survey, which we ran in collaboration with specialist creative recruiter The Industry Club, we asked in-house leaders at some 50 brands to tell us why their employees are moving in-house and what they think the big opportunities are for them there.

It’s often assumed that life at an in-house agency will somehow be ‘easier’ than in an external agency: it’s not. It’s just different. In-house teams are under enormous pressure to deliver against ever-expanding targets. At one of our recent events, one leader told me that her team will have produced over 30% more assets this year compared to last, with the same size team.

What can be different, however, is that, in a well-run in-house team, with the right processes in place, you may have more control over your work and your time. Pitching is a major factor here. It very rarely happens, which means that weekends or all-nighters are almost unknown. Some people enjoy the adrenaline rush of pulling out all the stops to come up with a great idea which wins the business for your agency. In-house life can lack those big moments of triumph. But in return you have a higher degree of stability and an enhanced work-life balance. This can be particularly attractive to more senior staff for whom the charms of cold pizza at 3am may have faded as family responsibilities take precedence.

It’s often assumed that life at an in-house agency will somehow be ‘easier’ than in an external agency: it’s not. It’s just different

Indeed, while many network agencies are shedding senior staff in order to cut costs, those same people are finding that their qualities are increasingly valued in-house. As one respondent told us, “What I’m hearing from employees is that in-house roles offer the flexibility not always apparent in ‘always on’ agency world. It’s usually experienced people who have either become parents or want a bit more balance that find in-house attractive. These people are hugely talented and experienced so there’s a bit of a brain drain from external agencies – which means we have an opportunity in-house to step up and re-imagine what ‘inside agencies’ can do.”

And here’s where the real attraction of in-house lies. As in-house teams mature, they have the opportunity to build their value within the business, moving from leading on cost-saving and efficiency to effectiveness, brand knowledge and strategic impact. “In-house creative teams are increasingly being entrusted with greater responsibility and ownership as businesses recognise their crucial role in driving brand and company growth,” one respondent told us. “This presents in-house talent with the opportunity to significantly shape and take long-term ownership of the brand while working on a diverse array of projects.”

In contrast to an agency world where long-term, retained relationships are increasingly rare, in-house life offers the chance to gain a deep understanding of an organisation and its challenges. “You understand the brand inside and out, as well as the complexities of the company’s values and ambitions and how you balance this with the need to stand out and be creative,” one leader said. “You never have the luxury of enough time if you’re agency side to fully explore that or to understand the nuances of the brand enough.”

What can be seen as a disadvantage of going brand-side – the lack of the variety that is inherent in an agency as you hop from one client to another – is, for others, a major attraction. “There is a unique satisfaction in exploring familiar territory, applying insights to different projects, and witnessing their efforts culminate into something substantial and fulfilling over time,” one leader told us.

In contrast to an agency world where long-term relationships are increasingly rare, in-house life offers the chance to gain a deep understanding of an organisation and its challenges

That variety can also come from the nature of the work. Senior strategists moving in-house, for example, can find that their horizons expand dramatically. Yes, they will work on shaping creative briefs, but once word gets round about the talents they bring, they can find themselves getting called in to help solve business problems across the whole organisation. As one told us, “The level of impact you can have over a brand in-house is far greater than when you are just given set briefs from a client to work on. That, for me, is the most exciting opportunity you can have within your career.”

For creatives, the perceived lack of variety can be more than made up for by the fact that more of your ideas will see the light of day (few in-house teams have the luxury of putting creatives to work on projects that go nowhere) and you get to work directly with senior stakeholders without all the layers of agency life. On a recent panel, James Wilkins, the ECD of City Football Group, revealed how Man City manager Pep Guardiola had come up with the idea of having his team train in New York’s Central Park on a pre-season tour. The next day, Wilkins and his team were out filming the players for the club’s social channels.

Another perceived downside is also being addressed: awards. Look at the tables of award wins across the major schemes and you will see in-house teams such as PepsiCo’s Sips & Bites and 4creative featuring heavily. Increasingly, in-house teams are recognising the value of winning awards in terms of talent recruitment and retention and are becoming much more active in the big shows.

In-house agencies know that talent is key in order to make the shift from lower tier campaigns to owning the brand and taking on more strategic work. If my LinkedIn messages are anything to go by, they are not short of people excited to join them on the journey.

Patrick Burgoyne is co-founder of the In-House Agency Leaders Club; ihalc.com; Top image: Shutterstock