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This paper provides an overview of the lessons learnt from the launch of the BBC's in-house creative agency, BBC Creative. It outlines the factors involved in the decision-making process and considerations for the design, planning and launch. Although the BBC is not a typical marketing 'client', the lesson learned in the process will be relevant for many brands looking to 'in-source' elements of advertising development.
There appears to be a current trend for companies to in-source their creative capabilities. Research from the Association of National Advertisers in the US found that, in 2013, 58% of businesses had in-house agencies, up from 42% in 2008. And in 2016, PepsiCo set up an in-house content studio to build its real-time social media content capabilities. More recently, in February 2017, Verizon, the US telco company, launched an in-house agency to help reposition the brand. This is hot on the heels of fellow US brands including Sprint, Chipotle, Coca-Cola and Facebook, all of whom have recently established in-house creative agencies. While ISBA, the trade body for UK advertisers, found that nearly half of brands now have, or are considering establishing, an on-site (45%) or in-house (44%) capability.