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Inside the In-House Creative Teams of America's Top Brands

Cella, The BOSS Group and InSource Release the 2014 In-House Creative Services Industry Report, Revealing Trends for Many Fortune 100s, Middle Market and Other Companies Spanning 30+ Industries

BETHESDA, MD--(Marketwired - June 10, 2014) - Cella, The BOSS Group and InSource announce the release of the 2014 In-House Creative Services Industry Report, which provides key operational data on more than 460 in-house creative teams. The report includes survey response data from 50 percent of the Fortune 100, as well as middle market and large companies spanning more than 30 industries. The report includes data on in-house reporting structure, staff size and staffing strategies of these organizations. The data also illustrates value proposition drivers of the in-house department.

Findings from the report indicate that the overall size of in-house creative teams has increased since last year. The shift in the sizes of in-house teams shows that companies are investing more in in-house resources. This growth is occurring via contractors through the use of staffing agencies and temporary employees, a statistic which alludes that hiring managers are slowly regaining trust in the economy.

"It's great to see the growth in in-house team size coming from an increase in contingent workers," said Conor Smith, president of The BOSS Group. "This shows that staffing firms are fulfilling their value proposition to these organizations by providing attractive, on-demand labor options when teams are ready to ramp up in size or capability."

Almost 50 percent of respondents are not confident in the job market for roles that are similar to their current roles. Furthermore, only 16 percent of the respondents, who are creative leaders within these organizations, are extremely satisfied with their current roles -- meaning that at least a third of creative leaders surveyed would take a call from a recruiter.

Another report finding is that the majority of in-house leaders say they lack time to develop team members.

"While lack of training time rings true to what we see across the industry, it's also a missed opportunity," says Jackie Schaffer, Cella vice president and general manager. "Opportunity exists for creatives to grow and have meaningful careers. Cella can offer assistance in this regard. We've developed career paths and performance criteria for many creative roles, and we offer coaching and training services specific to the manager level and above."  

Findings of this report echo recently documented trends that indicate the in-house agency is on the rise and is increasingly being seen as a more viable option for organizations as opposed to working with outside agencies. Data from the report shows that mega in-house teams of 50-plus employees worked on more than 8,000 projects in 2013, the majority of smaller teams of 10 or less employees completed nearly 1,000 projects and the majority of middle-to-large teams completed between 1,000 and 3,000 projects in the same time period. The types of projects vary for these departments, but top traditional service offerings include graphic design, production design, brand management and print procurement. In terms of digital services, the respondents indicated that top service offerings include web design, social media support, copywriting and interactive/multimedia design.

The benefits of investing in an in-house team are plentiful; in fact, the report suggests that in-house creative teams should leverage the ability to exhibit a deeper understanding of what the organization's business needs are.

"In-house creative teams of all sizes should be taking advantage of the opportunity to implement a formal feedback process," Schaffer said. "PartnerPulse, a client satisfaction survey and benchmarking tool by Cella, gives in-house creative leaders the ability to leverage powerful information."

The full report is available for download at CreativeIndustryReport.com.

Learn more about Cella and read our Cella Perspectives blog at cellaconsulting.com.

Learn more about The BOSS Group at thebossgroup.com

Learn more about InSource at in-source.org.

Neveah Bradshaw
Marketing and PR

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