At a recent industry event, I facilitated two discussion groups focused on a familiar challenge: how in‑house creative teams can evolve from order takers to business partners. The vast majority of large, U.S. corporations now have an internal agency or creative team. While some are still positioned to execute “fast and cheap,” many are working hard to become trusted, valued partners to the businesses they support.
So how do you make that shift? Here’s what I shared with the group.
Become an Expert
Everyone wants to be strategic, and most people believe they already are. But to operate as a true strategic partner, you must become an expert in your client’s business and the business of the in‑house agency.
To gain expertise in your client’s business, you need to know:
- The company’s history, size, and philosophy
- Products, pricing, and distribution channels
- Business objectives and KPIs
- Target audiences and competitive landscape
You might wonder, “Isn’t that the client’s job?” Yes! But if you want to move from order taker to business partner, you need to understand the what and the why behind every request. And, you’re expected to be equally knowledgeable about the functions and focus areas of the in-house team.
Demonstrate Your Acumen
Internal agencies are stewards of the corporate brand. That institutional knowledge is a major advantage, but it’s not all that there is. To be viewed as a strategic partner, you must understand the tools, trends, and technologies shaping modern marketing.
Take content marketing, for example. Industry studies consistently show that most marketers are investing in branded content, with both B2B and B2C teams increasing spend year-over-year. As consumer engagement evolves, you need to be as fluent in emerging platforms as you are in traditional channels. The marketplace is changing fast, and your value comes from keeping pace.
Manage Your Projects
A big part of everyone’s job within an in-house creative team is managing projects—from scoping, scheduling and budgeting to monitoring workflow and meeting deliverables. There is a discipline associated with project management that involves skillful oversight of people and processes.
The people part is about ensuring everyone understands their role and holding them accountable. The process part is about having clear, well‑designed operating practices. Ensuring project practices fit the work and make sense to the individuals who are expected to follow them is absolutely essential.
Delight Your Clients
Here’s what clients want from an in‑house agency partner:
- Someone genuinely invested in their business
- Thoughtful, responsible communication
- Proactive ideas and fresh thinking
- Willingness to push back when it improves the work, but adaptable when needed
What they don’t want: An order taker. A pushy salesperson. A fighter. You all work for the same company, after all, so when your clients win, you win.
If you’d like to explore more ways to move from order taker to business partner, please reach out.
