{"id":235116,"date":"2025-07-15T06:12:17","date_gmt":"2025-07-15T06:12:17","guid":{"rendered":"https:\/\/monday.com\/blog\/?p=235116"},"modified":"2025-07-15T06:14:39","modified_gmt":"2025-07-15T06:14:39","slug":"anaagency","status":"publish","type":"post","link":"https:\/\/monday.com\/blog\/product\/anaagency\/","title":{"rendered":"Key takeaways from ANA\u2019s 2025 in-house agency conference\u00a0"},"content":{"rendered":"

How in-house agencies from Coca-Cola and Airbnb are evolving to meet the moment<\/b><\/em><\/h3>\n

The most successful in-house teams aren\u2019t fighting change. They\u2019re building around it.<\/p>\n

In-house marketing is under pressure. Campaign timelines are shrinking, budgets are tightening, and technology is advancing at breakneck speed. The pressure to do more with less is reshaping everything.<\/p>\n

The best in-house teams aren\u2019t resisting this change but embracing it and turning constraints into catalysts for reinvention.<\/p>\n

They\u2019re revising outdated org charts, streamlining how work gets done, getting real about what tools to adopt and which ones to leave behind, and designing teams that can deliver fast, bold, and consistent work.<\/p>\n

We recently sponsored and attended the ANA\u2019s 2025 In-house Agency Conference \u2014 and heard from brands like Coca-Cola, Giant Group, Rocket Mortgage, and Airbnb on how they\u2019re running their in-house agencies. Whether you were able to attend or missed it this year, here are the three things you could be doing with AI right now to embrace the evolution of the in-house agency based on conversations at the event.<\/p>\n

1. Restructure around the work \u2014 not the titles<\/strong><\/h2>\n

Creative work has changed. Your org chart should, too.<\/p>\n

Rocket Mortgage shared a bold example of what this can look like. Their new in-house model, the Dream Factory, operates with just three roles: integrated creatives, integrated producers, and implementation production artists. The goal? Eliminate silos, bureaucracy, and excessive handoffs \u2014 so the people doing the work have more control over the work. AI is embedded across every workflow, giving creators more speed, ownership, and room to think big.<\/p>\n

This shift isn\u2019t just about simplification. It\u2019s about eliminating bureaucracy \u2014 removing the layers, approvals, and legacy titles that slow work down and drain energy. By reducing barriers and structuring around the actual flow of work, teams unlock creative potential and make space for faster decisions, deeper ownership, and stronger output.<\/p>\n

Instead of staffing by job title, they staff for ownership. From intake to execution, one cross-functional lead carries the work forward.<\/p>\n

Try this: <\/b>Redesign one creative role this quarter to own the full lifecycle of a project. Start by identifying a role that currently involves multiple handoffs or layers of approval. Reimagine that role with full accountability from brief to delivery \u2014 giving the individual creative the autonomy, tools, and support to carry work from concept through execution.<\/p>\n

2. Update legacy systems<\/strong><\/h2>\n

Big ideas get stuck without the right infrastructure. Too often, in-house teams try to manage increasing volume and complexity with ad hoc processes: emails, spreadsheets, hallway requests. The result? Missed timelines, duplicated work, and burned-out teams.<\/p>\n

That\u2019s the trap Giant Bicycles found itself in. Supporting multiple global brands, their in-house team was drowning in disjointed workflows \u2014 creative triage, not creative strategy. They needed more than a new process \u2014 they needed a system.<\/p>\n

By using monday.com<\/a> to centralize their campaign intake, unify global and regional requests, and connect content, creative, and paid media teams across time zones, they turned chaos into coordination. The outcome? Over 6,000 hours saved per year, 45 teams onboarded, and growing demand from stakeholders who finally felt seen.<\/p>\n

With flexible workflows, real-time visibility, and customizable dashboards, monday.com gives in-house teams the tools to scale creative operations without chaos. It\u2019s not just about getting organized \u2014 it\u2019s about building a system that drives clarity, accountability, and momentum.<\/p>\n

Smart systems don\u2019t just increase efficiency. They create alignment, reduce friction, and help leaders scale with confidence.<\/p>\n

Try this:<\/b> Start by centralizing all incoming creative work into a single, visible queue. Then, look for patterns \u2014 volume, timing, duplication \u2014 and use that data to drive smarter prioritization and resource planning.<\/p>\n

3. Blend outside perspective with inside execution<\/strong><\/h2>\n

You don\u2019t have to choose between outsourcing and in-housing. The most innovative teams do both.<\/p>\n

This model reflects a broader shift: moving away from the rigid, either-or mentality that once defined in-house work. Instead of choosing between control and creativity, modern teams embrace flexibility, adapting to a model where collaboration fuels innovation and efficiency. It\u2019s a practical evolution from the old way of walling off internal and external talent toward a new, integrated approach that balances agility with scale.<\/p>\n

External agencies bring perspective, experimentation, and cultural fluency. In-house teams bring speed, brand intimacy, and execution consistency. The best results happen when they work together.<\/p>\n

For example, Coca-Cola\u2019s in-house agency team uses this hybrid model to its advantage \u2014 partnering with outside agencies to push big ideas and relying on internal teams to refine, align, and scale them globally. Their success hinges on clear ownership, tight collaboration, and a shared cadence that keeps both sides in sync.<\/p>\n

A platform like monday.com can help make that hybrid approach seamless. By giving internal and external teams access to shared boards, timelines, and communication threads, monday.com creates a single source of truth where everyone can stay aligned \u2014 regardless of where they sit. From kickoff to execution, it keeps workflows connected and teams accountable, all in one place.<\/p>\n

Try this:<\/b> Let external partners lead with bold ideas, then hand them off to your in-house team to refine, localize, and scale. Assign a shared project owner to bridge both sides and ensure a smooth transition from concept to execution.<\/p>\n

Final thought<\/strong><\/h2>\n

Rolling out a new way of doing something is the easy part. Getting your team to adopt it? That\u2019s where change usually breaks down.<\/p>\n

The most successful change doesn\u2019t happen through slick messaging. It works when people feel seen, involved, and trusted.<\/p>\n

Hoon Kim, Content Production Lead at Airbnb, says that when it comes to change, one should just be a host. Not in the Airbnb sense (though the metaphor is clever), but in the most genuine sense of the word. A good host isn\u2019t just nice. A good host creates space. They care deeply. They listen fully. They lead with empathy and honesty.<\/p>\n

People resisting change aren’t trying to be difficult \u2014 they\u2019re trying to be heard. And the more you host, the more you build trust. When you build trust, you gain buy-in for change.<\/p>\n

Change isn\u2019t a risk. Standing still is. If you want your in-house agency to lead, evolve, and scale, build your systems, structures, and team culture around change. It\u2019s not the enemy. It\u2019s your competitive edge.<\/p>\n

 <\/p>\n

 <\/p>\n

 <\/p>\n","protected":false},"excerpt":{"rendered":"

How in-house agencies from Coca-Cola and Airbnb are evolving to meet the moment The most successful in-house teams aren\u2019t fighting change. They\u2019re building around it. In-house marketing is under pressure. Campaign timelines are shrinking, budgets are tightening, and technology is advancing at breakneck speed. 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