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Did you know that your in-house agency team can only be as creative as you give them time to be? It was Albert Einstein who said, “Creativity is intelligence having fun.” But these days, it’s all too easy to feel that there is little time to have fun and even less time to be creative!

Could in-house production be getting in the way of creativity? 

Today’s in-house agencies have become factories. Not only is the production volume an issue, but in-house agencies are often abused by departments wanting “free service.” Not to mention that not all projects are equal. Some have questionable impact or value but still consume creative bandwidth. It can be a case of who shouts the loudest or a battle of job titles.

In March 2024, EKCS surveyed creatives and leaders to explore how in-house agencies are experiencing overwork and burnout. Topping the list of main factors contributing to overwork was tight deadlines, cited by 27% of respondents.

Many challenges, including relentless demands (24%) and skills gaps/resources (16%) hinder creative output when working in-house. But the key challenge is time, or lack thereof.  Brands and in-house agencies are all trying to deliver exceptional experiences for customers, but 44% of in-house practitioners say the lack of time to be creative is a key internal barrier to marketing. That’s why IHAs and brands outsource their creative production to an offshore partner.

Can a work environment ever be creative?

Well, by freeing up time for creatives to do what they do best—be creative, a creative work environment is a real possibility. Creatives need to allocate enough time and energy for their work, but also for their rest and personal life.

Hybrid working options 

When British actor and Monty Python and Fawlty Towers star John Cleese spoke at Ogilvy Consulting’s Nudgestock event in London in 2021, he said that the ‘greatest killer of creativity is interruption.’ His session on ‘How to Become More Creative‘ spoke about the challenges of open-plan offices and the lack of space and time creatives have. Open offices are prone to distractions, which increase stress and decrease productivity. There is sometimes a built-in expectation that employees are always available for impromptu meetings and discussions.

In-house agency leaders can encourage the use of private workspaces when creatives need to focus. If you don’t have private workspaces where your team can go to focus or decompress, use signals like ‘do not disturb’ signs when needed, or schedule ‘no meeting hours’ to enable creatives to focus on elements of their job such as ideation.

Moreover, if creatives have hybrid working options, collaboration and teamwork can take place in the studio, while deep-thinking work, including writing and illustration, can take place remotely.

Tips for allocating time  

Try setting a time limit, a word limit, or one goal for your creative task. Try the pomodoro technique, as having constraints can ignite your creativity by forcing you to think outside the box.

Outsource production  

Would outsourcing creative production free up your team? Many creative leaders worry about the effect of outsourcing on staff. It’s not about trying to reduce headcount. Remember, creative production outsourcing is about enabling your staff to do more. Chances are they are consumed by production and, as a result, miss out on bigger creative projects. Creative production outsourcing can save time and enable your skilled in-house people to focus on their strengths: ideation, creativity, and design. What can be outsourced to free up time for the in-house team?

Set boundaries

Nowadays, teams are often in different locations and might work outside of traditional hours. However, the blurring of work and personal time is a source of job stress. One study has found that it is not just answering emails that increases employees’ anxiety; it is the expectation that they are available outside of work hours. To combat this, set guidelines and follow them.

Creativity within in-house agencies hinges on the allocation of time. By embracing strategies that prioritize focused work, such as setting task limits, outsourcing production, and establishing boundaries, it empowers teams to be more creative.

Imagine if you could make creative work better, not just with more creative hands on deck, but with a whole new universe of creative possibilities. Yet, outsourcing creative production isn’t just delegation; it’s a key to unlocking that next level of innovation.

New levels of creativity

You probably have a highly skilled and creative team, but they don’t have time for everything. Outsourcing lets you tap into a diverse talent pool with specialized skills that might not be available in-house. Whether it’s artwork, video editing, banner resizing, or transcreation, external outsourcing partners can help you save time.

Cost efficiency and flexibility

With creative production outsourcing, you pay only for the services you need. This flexibility enables creative teams to scale operations based on project demands without compromising quality.

Focus on creativity

Does your talented graduate graphic designer want to resize print ads? Is your web developer excited each morning to create multiple banners? These talented creatives could be working on ideation and other creative elements.  By outsourcing routine creative tasks, you free up your in-house team to focus on strategic initiatives and creative. Teams can dedicate more time to ideation, creative work, and strategic planning, driving the business forward.

More time

Who wouldn’t jump at the chance for more time to focus on the big ideas? Those creative campaigns? By outsourcing creative production, you can do that. All while still hitting deadlines and staying ahead of the competition.

The perfect match

No one wants to be working until midnight alone to meet those constant deadlines. If you’re looking for a production partner, download our free whitepaper. It covers what to look for in a production partner. And as that old saying goes, “It might be the start of a beautiful relationship…”

A creative brief is like a secret weapon—bringing clarity to chaos and getting everyone on the same page. It’s the roadmap to creative success, ensuring your team delivers a high-quality campaign that meets every project objective. Done right, it saves time and money. The most common reason for a project failing in production is the lack of a clear creative brief. So, what makes a brief truly effective?

Clarity and precision

Clarity is king when it comes to creative success. A good brief is clear and precise, leaving no room for ambiguity. It should detail the project’s objectives, target audience, key messages, and deliverables. This clarity helps creative teams understand the project’s scope and requirements, reducing the risk of misunderstandings and costly and time-consuming rework.

Context and background

So many people skimp on those briefs. Giving context and background information is crucial for a comprehensive brief. Throw in some juicy insights about the brand, market trends, and competitive landscape, and you’ve got a comprehensive brief that sets the stage for success.

Defined goals and KPIs

A well-defined brief is like a creative treasure map. X marks the spot of your goals and KPIs. Whether it’s building brand buzz, driving web traffic, or increasing sales, these goals steer the team in the right direction. And with KPIs keeping score, you’ll know exactly how close you are to finding the treasure and delivering a winning project.

Collaboration and feedback

Think of a creative brief as the ultimate team huddle, setting the play before the big game. Effective briefs encourage collaboration and feedback. They should outline the roles and responsibilities of each team member and establish a process for regular check-ins and reviews.

Flexibility and adaptability

Plans are great, but we all know plans get changed. While a good brief should be detailed, it should allow for flexibility and adaptability. Creative projects often evolve. Other stakeholders get involved. The brief should accommodate changes and new ideas. This flexibility ensures that the final output is aligned with the initial vision and incorporates innovative solutions.

Vision

Want to light a creative fire? Show, don’t just tell! Including visual and inspirational elements in the brief can spark creativity and give clear direction to the creative team. Mood boards, reference images, and style guides can help convey the desired look and feel of the project, ensuring that the final output is visually consistent and on-brand.

Could in-house production be getting in the way of creativity? In March 2022, EKCS asked delegates at Creative Operations London what their biggest challenges were for their team right now. In the ‘challenges for IHAs in a post-pandemic world’ survey, 27% of in-house agencies (IHAs) said ‘finding time for creative work.’

It was Albert Einstein who said, “Creativity is intelligence having fun.” But these days, it’s all too easy to feel that there is little time to have fun, and even less time to be creative! The ability to think creatively is vital for in-house agencies and brands. Yet, so often it’s difficult, or even impossible, to harness our creativity when it is needed the most.

An EKCS poll conducted in April 2021 showed that one-fifth of IHA leaders still felt that they were mainly a production entity, running as a centralized production team over and above being creative-led. Does your artworker really want to resize print adverts or your web developer create multiple banners when they could be working on ideation and other creative elements?

Creating Time To Be Creative

Creative production outsourcing is all about enabling staff and your IHA to do more. IHAs consist of talented individuals who should always be leading creative strategy. There are so many challenges that hinder creative output when working in-house. But the key challenge is time, or lack of it. That’s why more and more IHAs are looking to outsource their creative production to an offshore partner.

What to outsource?

As American management consultant, Peter Drucker, wrote in the Harvard Business Review back in the 1980’s, “Do what you do best – and outsource the rest!”

In-house agencies often outsource these seven areas to free up creative time:

Digital banners.

Artwork and retouching.

Content localisation (social, digital & video).

Annual reports and PowerPoint.

Video editing.

Post-production video editing and animation.

Web / Mobile App development.

In 2026, creative teams within in-house agencies and brands are under pressure to deliver. The consequence of this high-demand environment can be an all-too-familiar cycle of overwork and burnout.

Overwork culture is harmful to the wellbeing and productivity of in-house creative teams. It often results in a diminished ability to think creatively. And what is an in-house agency without creativity? There are many ways to break the cycle of overwork and create a healthy work environment.

Here are five ways to reduce overwork and burnout in 2026

1. A stress-less work environment

When an in-house team is put in a high-stress situation (unreasonable deadlines or a chaotic studio), they risk moving into fight-or-flight mode. When people stay in this state for too long, they burn out. Can you incorporate stress reduction habits into your team’s daily workflows?

2. Quiet time

Encourage the use of private workspaces when creatives need to focus. If you don’t have private workspaces where your team can go to focus or decompress, use signals like ‘do not disturb’ signs when needed or schedule ‘no meeting hours’ to enable creatives to focus on elements of their job, such as ideation. What methods can you promote for team focus and ‘do not disturb’ time for creatives?

3. Set boundaries

Nowadays, teams are often in different locations and might work outside of traditional hours. However, the blurring of work and personal time is a source of job stress. One study has found that it is not just answering emails that increases employees’ anxiety; it is the expectation that they are available outside of work hours. To combat this, set guidelines and follow them. Could you use email scheduling so that if you’re working around the clock, your team isn’t expected to either?

4. Flexible work

For a highly adaptive team, create an adaptable work environment. Give your employees flexibility by allowing them to work staggered hours. Hold one-on-ones to understand those needs and discuss arrangements for people who are struggling with work-life balance. Take into account the individual needs of your team. Do they have a long commute? Are they neurodiverse? Do they have caregiving responsibilities outside of work?

5. Embrace creativity and outsource production

Would outsourcing creative production free up your team? Many creative leaders worry about the effect of outsourcing on team members. It’s not about trying to reduce headcount. Remember, creative production outsourcing is about enabling your team members to do more. Chances are they are consumed by production and, as a result, miss out on bigger creative projects. Creative production outsourcing can save time and enable your skilled in-house people to focus on their strengths: ideation, creativity, and design.

What can be outsourced to free up time for the in-house team?

In today’s fast-paced creative landscape, preventing burnout isn’t just about maintaining work-life balance – it’s about fostering an environment where creativity can truly flourish. Remember, a stressed, overworked team rarely produces their best creative output.

The Challenges

Vocento, a leading multimedia Spanish communications group, needed to expand its digital footprint in the local business market. Their aim was to launch digital advertising campaigns that were accurate, scalable, and cost-effective.

They recognized the growing importance of digital platforms to reach their target audience. They needed a strategy that would enable them to establish a robust online presence. By implementing accurate and efficient digital ad campaigns, Vocento aimed to maximize its outreach. They would better engage with their audience. And they could align their digital operations with their business goals while staying within budget.

The Results

Template-driven ad production saves time

MediaFerry SmartDesign, an automated ad builder tool, simplifies digital banner creation. It enables simultaneous changes to ad text, CTA, images, and logos across multiple ad sizes. This saves time and resources. It streamlines campaign production and ensures brand consistency.

Automated, streamlined ad campaign trafficking

MediaFerry empowers sales and customer service teams. It helps in-house and external designers and advertisers. Even people without experience with ad servers can easily create multi-sized digital banners on demand. They can publish these banners on ad servers and track campaign performance in real-time.

Real-time campaign performance reports

MediaFerry provides comprehensive campaign performance reports. This enables decision-makers to gain insights into the ROI of their ad campaigns. Tracking progress is easy, and reports can be shared with stakeholders. This all helps with transparency and informed decision-making.

Automated production and workflow management

Vocento was able to effectively manage their creative campaigns using MediaFerry. It also enabled them to automate their end-to-end creative production process.

"Though there are several tools in the market to create ad campaigns semi-automatically, MediaFerry is the first company that integrated the full process of creating, publishing, managing and renewals and any kind of tasks needed in the full ad production process."

Automation is a game-changer for media companies, providing them with the opportunity to save precious time and money on advertising production costs.

A wise man, Abraham Lincoln, once declared “If I had six hours to chop down a tree, I’d spend the first four sharpening the axe.” The hours vary, but whether it is eight or six hours, the meaning is the same. One should spend more time in preparation. Embarking on a production project without a detailed creative brief will likely end in disaster. Investing time into a creative brief is time well spent.

The 2019 In-House Creative Management Report from InSource and inMotionNow, showed 58% of clients believed they provided clear and complete creative briefs. But, only 27% of agencies concur with their clients. This misalignment occurring at the start of projects creates confusion that could easily be avoided.

Creativity is subjective and so are creative briefs Creativity has never been so important. And with different agencies and production partners producing volumes of marketing assets, better direction is required for perfect execution. There is a strong connection between a well-written brief and the quality of work that is delivered in response to it. To the end user, great briefs are a source of inspiration and motivation.

A good creative brief should be a guide for the outsourced team to let them know the project objectives. This will allow the team to better manage what everyone is working on and determine whether other external factors are aligned with client expectations.

Brief encounter Creatives, be it artworkers, writers, video editors or web developers, frequently have to jump between multiple projects and clients. Giving them context for the work they’re about to do – even if it feels obvious and unnecessary – goes a long way towards helping your external partner embark on the task quickly.

Don’t skimp on those briefs! When it comes to writing that brief, put the time in. The most common reason for a project failing in the business of production is the lack of a clear creative brief. The process of developing, discussing and agreeing a clear brief with your colleagues and your agency will focus your thinking on what it is you are expecting from your marketing activity and what you expect your agency to come back with.

The problem doubles up when it comes to outsourcing, as language barriers, brand quirks and cultural differences can lead to communication and understanding issues. Language and cultural differences can be obstacles in outsourcing projects. A common goal calls for a common language and terminology when working with a geographically-distributed team. A set of comprehensible terms should be part of a creative brief. This clarifies any ambiguity and enhances better understanding between both the in-house agency and the external partner.

Wear someone else’s shoes Is the person, or team, you are outsourcing the project equipped with all the correct and up to date brand guidelines, asset copy, data, and so on? This will change depending on the type of campaign you are planning but ensure that attached alongside the brief are all the required materials and assets if this hasn’t already been done. By doing this, time will be saved by avoiding the back and forth emails chasing up. A shared workflow system can work well. Every stakeholder should be on the same page to reach the desired result.

Defining creativity is another important factor that affects the overall creative production process. Your brief should clearly highlight your creative expectations. When it comes to brand guidelines, what creative discretion, if any, is allowed?

Keep it concise At the end of the day, the creative brief should be available to the team at any time and place and should serve as the foundation of the project. An effective creative brief doesn’t need to be any longer than two pages. As long as you have presented the main essential points, your key objectives, your brief will be effective. Moreover, your peers are likely to appreciate not being presented with information overload.

Invest time in quality briefs There are a few characteristics that are consistently found in well written creative briefs, and these will help you get your project started without a hitch!

Clarity – A project without clarity is bound to breakdown at some point in the process. When collaborating with others, it is important to ensure everyone is on the same page and working together to achieve a common goal. Communicative – Communication is vital in outsourcing, and the creative brief needs to clearly communicate information needed to produce the work. If the brief does not successfully communicate its message, then chances are the client is not going to receive what they wanted. Context – Creative briefs should also address key considerations including the product or brand asset, the market, media and of course the customer

In conclusion A clear and concise creative brief can be fundamental to the success of a campaign. Without these, your agency can experience a lack of insight into the message being portrayed, the audience being spoken to, or the things that have or haven’t delivered in the past. A poor brief can waste time and money, and when working in an in-house agency or publishing house, this is something you need to avoid wherever possible.