Brands taking elements of their marketing in-house need to consider how their internal working culture can affect the success of this approach, as a new study highlights some significant differences with agencies.
Business performance consultancy Brands with Values used its own diagnostic tool that examines the link between commercial performance and organisational culture, and, in partnership with Oystercatchers and Campaign, surveyed tens of thousands of UK employees across multiple sectors, exploring their desires, observations and motivations to develop the Creative Industries Culture Index.
The results set a benchmark score for a healthy culture, Campaign reported, at 20% or under, with anything higher seen as unhealthy.
Taken together, the health score of agency and in-house marketers was found to be 19%; separately, however, agencies scored 15%, brand-side marketers 32%.
Among the particular complaints – or “limiting sentiments” – cited by the latter group were siloed working, hierarchy, short-term focus and bureaucracy.
Such concerns have the potential to offset any gains brands might hope to make from the brand knowledge, cost efficiencies, data oversight and agility they expect from their in-house teams.
The findings echo those of an ANA study from last year which looked at the management of US in-house agency staff and found that keeping creative talent energised was a concern among 63% of respondents; attracting them in the first place was also an issue for 44%.
But the Index also found a number of shared values across all levels within agencies and in-house teams, from junior to senior, including honesty, success and independence. And the more that both the personal values and desired values of respondents were reflected in what they could see in the workplace, the healthier the culture was seen to be.
“Regardless of orientation or seniority, creative industry folks are connected by shared values,” said Adrian Walcott, director at Brands with Values.
“These values show up in their places of work, which are healthy overall and are supported by an aligned view of the future around selflessness, greater inclusion and drive towards social purpose.”
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