Model
Who should own what, in-house and agency
Short answer: keep brand judgement, customer knowledge and operations in-house, buy peaks and craft depth from agencies, and rewrite roles around directing output rather than producing every piece by hand.
Jag har byggt marknadsteam på båda sidor av bordet, både på byrå och in-house, i Norden och globalt.
Start from the work, not the org chart
Count what the business actually asks for in a quarter: campaigns, always-on content, sales support, product launches. Marketing team structure should follow the demand pattern, not last year's headcount plan.
Signal: half the team's time goes to work nobody planned for.
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Keep in-house
- Positioning, brand platform and priorities.
- Customer and category knowledge.
- Marketing operations, the stack and the data.
- Always-on content production, AI-supported.
Worth buying
- Big idea and campaign concept when you need range.
- High-craft film, photography and production peaks.
- Specialist media buying at scale.
- An outside read when the team is too close to it.
If the same debate about in-house versus agency returns every year, the structure is not the answer yet.
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