However, here's the thing: in-housing might solve some problems, but it creates others. And these aren't minor issues. They're fundamental challenges that affect creativity, innovation, and even the ability to attract and retain top talent.

The truth is that in-housing has normalized the dull, the average, and the mundane. If brands don't act now, that's all they'll ever be.

For many brands, the appeal of in-housing is obvious. Why wouldn't you want a team embedded in your business, speaking your language and working at your speed? Unilever's U-Studio is a prime example: it cuts production costs and delivers efficient, always-on content. Channel 4's in-house agency has picked up awards for its work, proving that good ideas don't have to come from outside.

These success stories do come with some caveats. While in-housing solves certain problems - like agility and cost control - it's not without its limits.

In-house teams are often asked to do everything: strategy, creative, production, distribution - you name it. While these teams are full of talented people, they're often generalists, operating across multiple disciplines but rarely specializing in one. That's fine for the day-to-day, but what happens when the brand needs something exceptional or, as we would say, distinctive?

The reality is that keeping up with emerging technologies and evolving consumer behaviors requires specialist skills. Advanced programmatic media buying, immersive AR experiences, or global campaign rollouts aren't tasks that a generalist can cover easily.

Then there's the question of burnout. Working on the same brand, day in and day out, can be creatively draining. In-house teams often lack the variety and external perspective that keep ideas fresh. The hidden cost of in-housing then is both to your talent and your brand - in terms of settling for "good enough".

Don't get me wrong: generalists are vital. Disclaimer: I am myself a generalist. We're the ones who keep the machine running, ensuring campaigns launch on time and budget. But when it comes to breakthrough ideas, the kind that wins awards, moves markets, and makes audiences stop scrolling, generalists alone aren't enough.

This is where specialists come in. These are the people who live and breathe their craft, whether it's creative storytelling, cutting-edge tech, or global brand strategy. The challenge for brands isn't in choosing between generalists and specialists; it's in figuring out how to make them work together.

Enter specialized agencies. They're not here to compete with in-house teams but to complement them. Embrace those that specialize in being specialists. Whether it's creating OOH or AR experiences that blow minds, delivering digital-first campaigns that resonate globally, or scaling content across multiple markets, specialists demonstrate the kind of expertise that most in-house teams simply don't have the bandwidth to build.

Agencies aren't without their flaws. Whether it's forcing one-size-fits-all solutions or failing to connect with your team. But this isn't the rule: Many agencies are proving that brilliance and collaboration can come together.

The future isn't about choosing between in-housing and outsourcing. It's about finding the right balance. The most successful brands will be the ones that combine the agility of in-house teams with the depth and expertise of external partners.

So, here's the question: How do you ensure your in-house team isn't just efficient and exceptional?

For me, it all lies in collaboration. In a world where "good enough" isn't enough, having the right partner could be the difference between staying relevant and standing out.

In-housing isn't a problem to be solved; it's an opportunity to be unlocked. The brands that get it right won't just do more; they'll do better. Turn your in-housing challenge into a competitive edge.