Inside Job: Building an In-House Agency from the Ground Up

Thinking of building an in-house agency team? It’s a bold move — but making it thrive long-term takes more than just hiring great talent.

As AdAge puts it: “In-house teams that last need a clear mission, the right scope and solid partnerships.”

Without that, things can unravel fast.

To get the real story, Profiles Director Joe Faulkner caught up with Jime Seoane, former Head of Production at draftLine Europe, AB InBev’s global in-house agency — home to brands like Budweiser, Stella Artois and Corona.

Jime was there from day one, helping build the team that went on to win Global In-House Agency of the Year in 2022.

In this candid conversation, she shares the highs, the lessons, and exactly what it takes to make in-house work — for the long haul.

A must-read for CMOs, brand leaders and ambitious talent ready to shape the future of creative.

The Mission Behind draftLine

AB InBev started with a bold and ambitious plan: To unleash creativity from within for the brands in their portfolio.

Jime further explains:

“The reason why they created draftLine was to disrupt the marketing organisation within ABI. They wanted the marketing team to come closer to the creation of the campaigns — a two-way street where the marketing team is closer to strategists and creatives. And equally, the people working on campaigns understand the business as much as the brands.”

The key objective: breaking down the silos that often exist between agency and client.

Why Make the Leap?

Jime had spent 4 successful years at agency powerhouse, adam&eveDDB. So what tempts you to leave a highly acclaimed agency and step into the unknown?

She explains:

“Building an agency in a really different context was a big draw. I had just completed my masters at Hyper Island -  a unique digital creative business school that prepares you to adapt to the changes of tomorrow… I wanted to experience innovation and new models of working.”

Joining draftLine offered freedom and personal growth:

“I thought that if I joined it would be a step up in my career… being able to propose ideas, see what’s working or not, build my own team and structure were all a huge draw.”

“It was a unique opportunity to come into a huge company as the Production expert - I felt I could really bring my knowledge and experience to the table.”

Being Close to the Brand Matters

One of the biggest benefits was being embedded within the brand teams.

“You get all the context — the KPIs, the strategy, the challenges they face. That insight allows you to make smarter decisions and plan work that truly supports the business.”

That insight allowed them to plan smarter and make better choices about where to invest budget and effort.

“It’s about making every dollar count and thinking ahead — for example, securing usage rights for campaigns to last multiple years instead of just one.”

How to Start and Scale an In-House Agency

For brands starting their own in-house agency, Jime’s advice is simple but powerful:

“Start small and laser-focused. Prove your value quickly with measurable wins — then use that momentum to build the team and services you need over time.”

“Don’t try to do everything at once. Focus on what you can deliver well, then build from there and scale sustainably.”

For this reason, she believes Production is the ideal starting point.

Jime explains:

“Production is where you can really move fast and show wins quickly — delivering more output for less money, and making a strong business case right away. That early proof of value builds trust, which opens the door for the team to grow into a full-service agency.”

External Agencies: Friend or Foe?

What about the relationship between draftLine and third-party agencies? There’s still room for collaboration and it can be hugely complementary, if there’s a clear understanding and sense of partnership:

“Some agencies embraced us because we took on the production complexity, handled negotiations, and made their lives easier — so they could focus on what they do best, creative.”

draftLine took on the complex logistics and usage negotiations, freeing agencies to focus on creativity.

“When agencies saw we weren’t trying to compete but collaborate, the partnerships really flourished and became stronger.”

What Talent Should Know Before Going In-House

If you’re thinking about making the jump to an in-house role, there’s a couple of key things to consider:

“You’ve got to embrace the business side — that means understanding numbers, ROI, usage rights, and how decisions are made at a company level, not just in creative terms.”

Agency life often celebrates creativity… but in-house means creativity and commercial results must go hand in hand.

“Be curious about the business and how it works. That’s where you add real value and make a difference beyond just producing great work.”

Key Points

• In-house agencies have the potential to change marketing for the better — if they're built thoughtfully

• Jime’s experience at draftLine Europe shows how starting lean, focusing on business impact, and nurturing both internal and external relationships, can set you up for success

• It’s not just about cutting costs — it’s about creating a smarter, more strategic way to deliver work

Jime Seoane was a founding member of draftLine Europe, AB InBev’s pioneering internal agency. She now consults brands on how to build and grow their own in-house teams effectively.

Want to talk to explore your hiring options or talk to an expert like Jime? Reach out to Joe Faulkner: joe@profilescreative.com