Join us in Copenhagen to explore the future of in-house marketing – and help shape what’s next.
Introducing the 6th 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: August 19th, 2026
Time: 8:30 - 12:00
Venue: DI – Dansk Industri
Address: Industriens Hus, H. C. Andersens Blvd. 18, 1553 Copenhagen
Seats are limited and allocated on a first come, first served basis. Participation is free of charge, but a no-show fee will apply in case of absence without cancellation.
Questions?
Contact Dennis Stein at dest@zite.agency
or +45 42 80 85 10.
In-house marketing is no longer just a trend—it has become a structural shift in how modern marketing organizations operate.
More companies are bringing marketing closer to the business, building stronger internal capabilities, and investing in technology, AI, and workflows that increase speed, control, and efficiency. But what does that transformation actually look like in practice? Where are companies succeeding? Where are they struggling? And how is AI reshaping not only production, but the role of marketing itself?
The 2026 In-House Barometer explores these questions.
Based on insights from more than 1,200 decision-makers across Europe, the Nordics, the UK, the US, and Canada, it is one of the world’s most comprehensive studies of in-house marketing. The report maps the structures, challenges, ambitions, and strategic decisions shaping modern marketing organizations right now.
Now in its sixth—and most comprehensive—edition to date, this year’s Barometer goes deeper than ever into the realities of in-house marketing: from AI adoption and operational pressure to creative leadership, internal capabilities, and the growing blur between in-house teams and external partners.
To put the findings into perspective, we’ve invited some of the industry’s leading voices to share their experiences and discuss what comes next:
Peter Bay Kirkegaard is one of Denmark’s leading experts in global trade policy. As Senior Chief Consultant at Dansk Industri, he has in recent years been stationed in Washington D.C. as a direct link between Danish businesses and American politics. With experience from both DI and the World Bank, Peter has a unique ability to translate complex geopolitical signals into concrete business insights. He is the architect behind DI’s US initiative and navigates confidently between trade barriers and shifting market dynamics. At the In-House Barometer 2026, Peter will share insights into how the American agenda and global trade conflicts are challenging the way companies approach marketing, branding, and market access in an increasingly fragmented world.
Kasper Sierslev is CCO at ZITE, working at the intersection of business and creativity — both as Chief Commercial Officer and Chief Creative Officer.
He has more than 20 years of experience in the advertising industry and has worked with international brands including Apple, Lego, and Mars. Previously, he built and led in-house creative teams at companies such as Maersk, Georg Jensen, and Saxo Bank, and today he advises companies on designing and operating modern marketing organizations close to the business.
Kasper is also author and co-author of several books on in-house marketing, including the bestseller Win-Win-House, where he shares insights on combining the strengths of internal teams and external agencies.
Marianne Skaanning Ebbesen is CMO at OK amba, where she has led the company’s brand and commercial transformation since 2023. She holds a Master’s degree in Media Studies from Aarhus University and has previously held senior leadership roles at Norlys and JFM.
Under her leadership, OK has accelerated its transformation from a traditional fuel company into a modern energy brand. This includes the development of a new strategic brand platform and a major modernization of the marketing organization with a strong focus on MarTech, data, digital performance, and customer insight.
By bringing together classic branding and digital capabilities into one integrated organization, she has strengthened OK’s position within electric mobility, charging solutions, and the green transition. Her approach combines strategic brand leadership, digital innovation, and commercial impact, making her a key driver in OK’s continued development.
Michael Lamberth is EVP and Chief Commercial Officer at OK amba, where he has led the company’s commercial transformation since 2016. He holds a degree in economics from Aarhus University and has previously held strategic leadership roles at Telenor and Salling Group.
Under Lamberth’s leadership, OK has prioritized the transition from a traditional fossil fuel company to a key player in electrification. This includes building strong in-house marketing capabilities, particularly within e-commerce, app development, data, and customer insight.
By strengthening internal capabilities, he has ensured that OK maintains full ownership of the digital customer journey and can respond faster in a complex market. His strategy combines strong internal control of digital platforms with external creative partnerships, making him a central figure in OK’s modernization and green transition.
Dave Laing is a leader in creative culture and transformation and heads Campaigns & Content at Novo Nordisk. Previously, he founded Scotiabank’s Lighthouse, one of Canada’s most recognized in-house creative agencies.
Now based in Copenhagen, Dave works on designing the next generation of creative organizations — flexible, human, and built for the future — at a time when AI is reshaping not only workflows, but the very definition of creativity itself.
Peer Brændholt is CEO and Partner at ZITE, part of Spring Family — Denmark’s largest agency group. He has more than 20 years of experience in marketing and advertising and has worked with brand, strategy, and activation for international companies including Arla, BP, Grundfos, and Danfoss.
Peer is also author and co-author of several books on in-house marketing, including Win-Win-House, where he shares insights into building and operating marketing organizations close to the business.
Previously, he served as strategic advisor and Managing Director at Ogilvy Aarhus, as well as CEO and partner in several agencies. Today, he works with developing and operating in-house agencies and is an active voice in the industry through talks, workshops, and advisory work within marketing and organizational development.
Tom Bird is Director of Creative, Design and Production at UKTV. With nearly 30 years of experience across both the entertainment industry and agency world, Tom works with how in-house teams can evolve from reactive service functions and content machines into integrated creative engines — balancing speed, scale, and standout ideas to create real impact in a media landscape that is constantly shifting and fragmenting.