The truth about being an in-house creative

Making the move from agency life to an in-house creative role is more popular than ever. But what makes this shift so appealing? Let’s explore why so many creatives are embracing this change and thriving in roles where stability and creativity go hand in hand. Featuring insights from industry leaders like Tom Opie and Phil Van Bruchem, the Creative Director duo at Treasury Wine Estates, Marina Vasilieva, the Creative Director at Airtasker, and Mark Peters, Head of Creative at Grill’d, this blog dives into the exciting world of in-house roles.

Why Go In-House?

Many creatives dream of transitioning in-house for a better work-life balance and the opportunity to focus on one brand. It’s a chance to build stronger relationships, dig deeper into brand stories, and see the real impact of your work. Unlike the fast-paced, often high-pressure environment of an agency, in-house roles offer a more sustainable pace that lets you truly immerse yourself in the creative process. With 80% of creatives expressing interest in moving in-house at some point in their careers, it’s clear this path has a lot to offer for those seeking growth and fulfilment.

Busting Myths About In-House Roles

Think in-house roles are boring or limiting? Think again. In-house teams often handle multiple brands, so there’s no shortage of variety. Whether you’re creating campaigns for a flagship product or refreshing the brand’s identity, there’s always something new to tackle. Tom and Phil, the Creative Directors at Treasury Wine Estates, emphasized this dynamic nature, explaining, “You still get that variety, just as you would in an agency.” Plus, working closely with internal teams can foster a more collaborative and supportive environment, making every project an exciting challenge.

More Creative Freedom

One of the biggest perks of working in-house is leaving constant client pitching behind. This shift allows creatives to spend more time crafting amazing work and building strong team dynamics. Instead of juggling multiple clients and deadlines, you can dive deep into projects that truly resonate with your vision. Marina, the Global Creative Director at Airtasker, highlighted the importance of working with brands that align with your values, saying, “Value alignment is really critical.” This alignment not only enhances your creative satisfaction but also ensures your work has a meaningful impact.

The Power of Social Media

In-house roles often bring unique opportunities to play with social media. It’s a space to test new ideas, engage with audiences, and showcase your creativity in fun and innovative ways. From experimenting with viral trends to crafting bespoke content for niche audiences, social media offers endless possibilities. Marina described it perfectly: “We treat it as a cool opportunity.” When done right, social media can become a platform to amplify your brand’s voice and connect with audiences in authentic, impactful ways.

Protecting Your Creative Time

With any role, meetings can sometimes disrupt creative flow. That’s why protecting your focus time is so important. Whether it’s scheduling meeting-free days or carving out time for uninterrupted work, keeping your creativity front and centre is key. In-house environments often give you more control over your schedule, making it easier to set boundaries and prioritise your projects. Mark, Head of Creative at Grill’d, put it best: “Be unapologetically protective of your time.” Establishing a routine that values your creative process can lead to more fulfilling and impactful work.

If you prefer to listen or watch, you can check out the full webinar session of this topic here. And if you’re thinking of going in-house, we’re working on a few awesome roles in that space. Check out our open roles here.