With this year’s In-House Barometer, we’re not just asking how in-house teams are structured—we’re asking what they’re actually doing.

And the answer is: a lot.

The 2025 edition dives deeper than ever into workload, efficiency, strategy, and creative ambition. We’ve spoken to over 1,000 decision-makers across Europe, Scandinavia, the British Isles, the US, and Canada. Their responses offer a clear signal: in-house teams aren’t just growing—they’re stepping up.

They’re taking on more briefs. They’re expected to be faster, smarter, and more strategic. And in many companies, they’re no longer just producing work. They’re shaping the brand.

This year’s report explores that shift. From teams that don’t even call themselves “in-house agencies” but function as one—at scale. From the rise of Tier 1 ambitions, to the operational realities of speed, volume, and internal client management. And yes, from the steady presence of AI in creative work, to the everyday challenges of delivering good ideas under time pressure.

What’s also clear is that the line between in-house and external is continuing to blur. Many companies still rely on agency partners. But increasingly, they’re benchmarking their internal setup—looking at cost, quality, and speed. And they’re asking the hard questions: Are we faster? Are we better? Should we do more in-house next year?

You’ll find some answers here.