Join us in Copenhagen to explore the future of in-house marketing—and help shape what’s next for 2025.
Introducing the fifth annual edition of The In-House Barometer.
This year, we surveyed over 1000 marketing professionals and decision-makers from both in-house agencies and companies that rely on external agencies.
Event Details
Date: May 15, 2025
Time: 9:00 - 12:00
Venue: DI – Dansk Industri
Address: Industriens Hus, H. C. Andersens Blvd. 18, 1553 Copenhagen
Participation is free, but seating is limited. Sign up now!
In-house marketing is no longer just a trend—it’s a fundamental shift in how companies work.
More brands are taking control of their marketing, building strong in-house teams, and investing in technologies that boost agility and efficiency. But what does this look like in practice? What challenges arise? And how do AI and new work methods shape the future?
The 2025 In-House Barometer aims to answer these questions. Drawing on input from over 1,000 decision-makers across Europe, Scandinavia, the UK, the US, and Canada, it is one of the world’s most comprehensive surveys of in-house marketing. This report maps current developments, challenges, and strategic choices.
Now in its fifth—and most extensive—edition, we’re going deeper than ever into how companies navigate the shift toward in-house marketing and what lies ahead. To bring fresh perspectives, we’ve invited leading voices from the industry to discuss the findings:
Simon Au, The Kitchen (Kraft Heinz) – Executive Creative Director for Kraft Heinz’s in-house agency. Within two years, The Kitchen grew to 100+ employees and 15 brands, earning Cannes Lions awards and The Drum’s Global In-House Agency of the Year.
Kasper Sierslev, ZITE – CCO at ZITE and creator of The In-House Barometer. Former Head of Creative at Maersk, Saxo Bank, and Georg Jensen. Author of multiple books on in-house marketing.
Daniel Angvik, Bannerflow – Head of Expansion Markets at Bannerflow, sharing insights into how tech, AI, and digital asset production are transforming in-house marketing.
Dave Laing, Lighthouse (Scotiabank) – Global Creative Director for Scotiabank’s in-house agency, Lighthouse. In five years he has grown the unit from the ground up into a cross-American creative partner.
Kasper Lynge, Dansk Industri – Leads DI’s in-house team; previously Creative Director at LEGO and Novozymes.