Content demand has changed faster than the systems behind the work. The next evolution of the in-house agency starts with redesigning the operating model.

AI can dramatically change how content gets made. But layering AI onto fragmented workflows can accelerate the problems already there.

When creative teams are overwhelmed, the instinct is often to add resources. But many apparent capacity problems begin somewhere else in the system.

The next evolution of in-housing may be less about what organizations own and more about their ability to orchestrate the ecosystem around the work.