THE TIDE HAS TURNED, WITH AGENCY CREATIVES MOVING CLIENT SIDE.
It’s no secret that many brands are benefiting from moving work in-house—it cuts agency fees and allows clients to more efficiently combine creative and business talent under one roof, something “agencies should worry about a great deal,” according to Darren Moran, CCO of The Wonderful Company’s in-house Wonderful Agency.
And the upside of in-house is not limited to clients.
As brands shift budgets to those in-house teams capable of producing increasingly recognizable work, negative stereotypes about working in-house have eroded and top creatives are being attracted to client-side roles, lured by the promise of the type of creative freedom, client access and work-life balance unavailable at agencies.
At the time he joined Dollar Shave Club to lead creative in 2013, Alec Brown stein said there was a “major stigma with leaving the agency world and charting any path that didn’t involve getting to more and better agencies.”
Since then, there has been a “complete 180” in that attitude, he explained. “Now everyone just wants to go in-house.” Brown stein’s creative partner Matt Knapp arrived at Dollar Shave Club from Anomaly in 2015, citing similar attitudes at the time.
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