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In-house creative teams have been growing in size and increasingly focusing on strategy, according to recent research from Lytho.

The report was based on data from a survey of 86 people, 89% of whom work as in-house creatives or in-house creative managers.

Some 38% of respondents say their in-house creative team size has grown over the past 12 months. This compares with 16% who say their team size has shrunk.

In-house creatives say the top areas in which their team has increased its capabilities over the past 12 months are creative strategy (26% cite) and marketing/comms strategy (22%).

Changes in in-house creative team size and capabilities over the past 12 months

Some 38% of respondents expect the size of their in-house creative team to increase over the next 12 months whereas only 1% expect it to shrink.

Creative strategy is the team capability that respondents expect to see greatest growth in over the next 12 months.

Expectations for in-house creative team changes in size and capabilities

Respondents say the biggest process improvements they have made over the past 12 months are improving project kick-off meetings (35% cite) and setting up project templates in their workflow systems (35%).

The top expected process improvement in the next 12 months is to establish/improve creative briefs (27% of respondents cite).

In-house creative team process improvements

About the research: The report was based on data from a survey of 86 people, 89% of whom work as in-house creatives or in-house creative managers.

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ABOUT THE AUTHOR

image of Ayaz Nanji

Ayaz Nanji is a digital strategist and a co-founder of ICW Media, a marketing agency specializing in content and social media services for tech firms. He is also a research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, AOL, and the New York Times.

LinkedIn: Ayaz Nanji

Twitter: @ayaznanji