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Almost three-quarters (74%) of in-house brand and creative teams have been restructured over the past year or are currently being restructured, according to recent research from Lytho.

The report was based on data from a survey conducted in 3Q22 among 123 US-based in-house creatives and marketers.

Some 51% of respondents say their firm's in-house brand and creative team restructured within the past 12 months, and 23% say the team is in the middle of a restructure.

In-house brand and creative team restructuring survey results

The top reasons why brand and creative teams are restructured are to improve internal collaboration (45% of respondents cite as a driver), create a more sustainable workload (39%), and improve the customer experience (36%).

Top drivers for restructuring in-house teams survey results

Respondents say the biggest benefit they've seen from restructured teams is the ability to get work to clients/stakeholders faster (37% cite as a positive result).

Top results of in-house restructuring survey results

About the research: The report was based on data from a survey conducted in 3Q22 among 123 US-based in-house creatives and marketers.

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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