Maximizing in-house marketing competencies

Kasper Sierslev, Chief Commercial and Creative Officer at ZITE, delves into elevating in-house marketing. Companies are bringing roles like graphic designers and copywriters in-house, but for these in-house teams to succeed, they must lay the necessary groundwork. From hiring project managers with industry knowledge to collaborating with external agencies, companies can empower their in-house teams for success. Today, Kasper discusses maximizing in-house marketing competencies.
About the speaker

Kasper Sierslev

ZITE

 - ZITE

Kasper Sierslev is Chief Commercial and Creative Officer at ZITE

Show Notes

  • 01:27
    Maximizing in house agency capabilities
    Adopt and tailor strategies from established external agencies, and map out workflows and processes. Assigning dedicated project managers to oversee tasks ensures smoother operations, allowing creative staff to focus on their strengths.
  • 05:03
    Project management within an in house agency
    When building in-house teams, it's crucial to hire experienced agency professionals for project management roles. With effective workflows and skilled project managers in place, success is more attainable, allowing creative teams to thrive.
  • 06:53
    The growth of in house agencies
    According to ZITEs annual survey, in-house agencies continue to grow steadily, with more companies expanding their internal teams. Despite many companies having creative roles within their marketing teams, they dont consider themselves as having an "in-house agency".
  • 08:37
    Marketing departments vs. in house agencies
    Marketing departments prioritize predictability and structured meetings, which can hinder the creative process. Structure the in-house agency like an external agency, providing dedicated spaces for creative teams to collaborate, separate from the strategic planning functions of the marketing department.
  • 09:28
    Collaborative strategies for external agencies and in house teams
    In-house agencies should leverage external expertise for strategic guidance. However, external agencies should focus on delivering the best creative work and ideas, concentrating on areas where their experience and diverse client exposure can add significant value.
  • 10:31 In house and external agencies as partners
    Working with top-tier agencies provides an invaluable opportunity for in-house teams to gain new insights, refine their skills, and elevate creative output. Additionally, co-creation sessions, where external experts work alongside the in-house team facilitate knowledge sharing.
  • 11:57
    AI, media buying, and co creation in agency collaboration
    With AI making it easier, many companies are opting to handle media buying in-house. Moreover, co-creation is crucial for aligning external agency expertise with company platforms and processes. Co-creation minimizes frustration and ensures practicality.

Quotes

  • "Creatives are normally bad at managing themselves, replying to emails, and managing stuff. Establish efficient workflows and processes where project managers are responsible for project managing, and so on." - Kasper Sierslev

  • "One of the biggest mistakes you see out there is the account management mix up, and also marketing managers mixed up with project managers." - Kasper Sierslev

  • "We almost always go out and hire X agency people for our in-house creative people, especially PMs. If you've got the workflows, the processes in place, and you have some great project managers, you will probably succeed." - Kasper Sierslev

  • "We always recommend buying the best from the best. In-house agencies, go out and buy the idea and the overall strategy from top-tier external agencies. " - Kasper Sierslev

  • "Co-creation reduces frustration in in-house collaborations with external agencies. When you co-create, you work with someone who knows what's possible in terms of their website, processes, and platforms." - Kasper Sierslev

About the speaker

Kasper Sierslev

ZITE

 - ZITE

Kasper Sierslev is Chief Commercial and Creative Officer at ZITE

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