The Rise of In-House Agencies: Why UK Brands Are Bringing Creativity Home

In 2025, more and more UK brands are ditching the old agency-only model and building in-house creative teams – and it’s not just about trimming budgets. This shift signals something bigger: a new way of thinking about brand, speed, and creative ownership.

Let’s take Specsavers. Under Nicola Wardell’s leadership, they’ve turned their internal marketing team into a fully-fledged in-house agency. What started as a support function is now a fast, inventive creative engine that’s deeply embedded in the business. For Wardell, it’s all about futureproofing – staying closer to customers, moving faster, and keeping ideas fresh.

Then there’s SharkNinja. They’ve taken the hybrid route, blending in-house capabilities with agency partnerships. A dedicated Global VP of Performance Marketing leads their organic growth and SEO in-house, while they bring in specialist agencies for areas like PR, media planning, creative and SEO. It’s smart, flexible, and scalable – exactly what you need in a fast-paced market.

And they’re not alone. Across retail, FMCG, and beyond, brands are realising that having creative talent in the building (or on the Zoom call) gives them a real edge. In-house teams get the culture, live the brand, and can pivot quickly when things change. And in a world where speed often wins? That’s gold.

Of course, there are challenges. Building the right in-house team isn’t always easy. Creative talent thrives on variety, inspiration, and a fast flow of fresh ideas – something traditional agency environments offer in spades. That’s why many brands are finding the sweet spot with a hybrid setup: keeping core creativity close, while still tapping into external expertise for big campaigns, new launches or innovation bursts.

Sainsbury’s nailed this approach with their in-house agency, Zest. They’ve built a strong internal team but still call on agency partners when needed. It gives them consistency, speed, and the firepower to go big when the brief calls for it.

Here’s the thing: the in-house model isn’t just for tech giants anymore. With the right setup, brands of any size can build something brilliant.

And here’s where we come in:
If your business has the volume of work and ambition to justify an embedded creative team, it’s 100% possible to replicate that agency feel – packed with talent, culture and creativity – but at a fraction of the cost.

At Profiles Creative, we help brands build, scale and energise in-house and hybrid teams that deliver. Whether you’re starting from scratch or levelling up, we know how to find the right mix of creatives, marketers and strategists to make your model work.

Need help building your dream in-house setup?
hello@profilescreative.com
0207 336 0034

Sources:

• Campaign Live In-Housing Summit, 2025
  
  

• Campaign UK, Specsavers case study
  
  

• Creative Lives in Progress, “What Does It Mean to Work In-House?”