Every so often, a headline or industry conversation pops up that lingers in my mind longer than expected. A few years ago, I came across an article centered around a familiar question: Can in‑house agencies ever be great? I’m not one to obsess over things (or maybe I am…), but that question and the range of opinions that followed really stuck with me.

One of the biggest challenges I see in‑house agencies face, time and again in my consulting work, is defining who they are, why they exist, what they do (and don’t do), and how they operate within the company. When your purpose is clearly defined and communicated to internal stakeholders, external providers, and your own team, you are better able to unlock the full potential of the in‑house model.

Define Who You Are

The most successful in‑house agencies have a clearly defined “reason for being” within the corporation. They establish a strong vision (the desired future state of the in‑house agency) and an aspirational mission (the intended purpose of the in‑house agency), along with clear business and team objectives. They also build a solid foundation for agency operations, workflow, and day‑to‑day management.

Define Your Relationships

Are the people whose lines of business you support considered clients or colleagues? How does that label influence the way you engage? The same question applies to the external agencies supporting your company. Are those relationships competitive or collaborative?

Both internal and external agencies create assets to promote the business and the brand. The difference lies in whether you’re fighting for budget or working together to maximize shared resources.

Develop Your Team Charter

Many in‑house agencies benefit from developing a formal team charter. This includes:

  • Your organizational model, with roles, responsibilities, and interdependencies
  • Operating practices required to support the in‑house agency
  • Behavioral norms that underpin a high‑performing team
  • Tools, technology, and top‑line strategies that support your work

A team charter creates clarity, alignment, and consistency—all essential for building in‑house excellence.

So… Can In‑House Agencies Ever Be Great?

I believe they can, and many are! Greatest among them are those that take the time and apply the discipline to define who they are, what they deliver, and how they operate across the corporation before someone else defines it for them.