There’s a lot to be said for in-housing, says Chris Edwards of Tommy. But you lose the strengths of specialists in the mix.
In-housing is having more than a moment. Over the past decade, brands have embraced the idea that building internal teams can offer speed, control, and efficiency. It’s a compelling narrative, one that’s seen in-house studios flourish at brands like Unilever, Channel 4, and Specsavers.
However, here’s the thing: in-housing might solve some problems, but it creates others. And these aren’t minor issues. They’re fundamental challenges that affect creativity, innovation, and even the ability to attract and retain top talent.
The truth is that in-housing has normalized the dull, the average, and the mundane. If brands don’t act now, that’s all they’ll ever be.
House rules
For many brands, the appeal of in-housing is obvious. Why wouldn’t you want a team embedded in your business, speaking your language and working …