In-house creative teams have been growing in size and increasingly focusing on strategy, according to recent research from Lytho.
The report was based on data from a survey of 86 people, 89% of whom work as in-house creatives or in-house creative managers.
Some 38% of respondents say their in-house creative team size has grown over the past 12 months. This compares with 16% who say their team size has shrunk.
In-house creatives say the top areas in which their team has increased its capabilities over the past 12 months are creative strategy (26% cite) and marketing/comms strategy (22%).
Some 38% of respondents expect the size of their in-house creative team to increase over the next 12 months whereas only 1% expect it to shrink.