Revolutionizing in-house marketing

Kasper Sierslev, Chief Commercial and Creative Officer at ZITE, delves into elevating in-house marketing. Traditionally considered the place where creativity goes to die, in-house marketing is undergoing a profound transformation. With companies bringing more creative talent in-house and leveraging AI tools, the lines are blurring between content, tier two, and production. Today, Kasper discusses revolutionizing in-house marketing.

About the speaker

Kasper Sierslev

ZITE

Kasper Sierslev is Chief Commercial and Creative Officer at ZITE

Part 1 Revolutionizing in-house marketing
Part 2Maximizing in-house marketing competencies

Show Notes

01:50

Kaspers journey into building in house marketing agencies

Kasper started as a copywriter and moved into art direction before landing at Maersk, a global logistics company where the need for in-house expertise became apparent. Since then, hes built and spearheaded several other in-house agencies.
02:50

Streamlining workflows for in

In-house teams handle a much higher volume of briefs compared to external agencies. Without the proper workflow, processes, and tools in place, the risk of becoming overwhelmed with tasks and failing to deliver is significant.
04:01

Factors driving the volume of in house agency briefs

In-house agencies typically start with tier-three tasks like production work, including social media posts and display banners. Additionally, their proximity to departments like HR and the CEOs office results in additional tasks being delegated to them, adding to their workload.
05:45

Creativity shifts in the in house landscape

Companies are now hiring top-tier creative talent internally, such as chief creative officers and designers. While external agencies still have a role, in-house teams are evolving beyond production work to handle more traditional external agency work like content creation.
07:57

AIs impact on in house marketing capabilities

The accessibility of technology and AI is enabling streamlined production processes and reducing the need for large in-house teams. As a result, the distinction between content creation and production roles is blurring, especially for mid-sized and small in-house agencies.
09:51

The impact of AI on content creation for in house agencies

In the agencies ZITE operates, integrating AI into the creative process accelerates progress significantly, allowing them to reach the 50-70% mark faster. AI facilitates the development of multiple versions or variations of content, enhancing overall efficiency and output.

Quotes

"In-house agencies handle between 200 and 500 briefs a year, whereas external agencies handle somewhere between 50 and 100. If you don't find a way to structure things and get an overview, you will drown and fail." - Kasper Sierslev
"When we build our in-house agencies, we recommend that our clients keep that top tier with externals, where you get that outside-in perspective. They work with a more diverse client base, so they can advise better." - Kasper Sierslev
"A lot of companies are bringing in chief creative officers, chief designers, and so on. We see it with some of the big brands like Under Armour hiring three creative teams." - Kasper Sierslev
"With tech and AI being more available, you don't need a big team of production people in-house. And in a way, the split between content, tier two, and production is a bit blurry now." - Kasper Sierslev
"What we can see in the in-house agencies we build and run, is AI in their creative processes gets them to the 50-70% mark faster. The whole starting with a blank piece of paper thing is gone now." - Kasper Sierslev