Almost three-quarters (74%) of in-house brand and creative teams have been restructured over the past year or are currently being restructured, according to recent research from Lytho.

The report was based on data from a survey conducted in 3Q22 among 123 US-based in-house creatives and marketers.

Some 51% of respondents say their firm's in-house brand and creative team restructured within the past 12 months, and 23% say the team is in the middle of a restructure.

The top reasons why brand and creative teams are restructured are to improve internal collaboration (45% of respondents cite as a driver), create a more sustainable workload (39%), and improve the customer experience (36%).

Respondents say the biggest benefit they've seen from restructured teams is the ability to get work to clients/stakeholders faster (37% cite as a positive result).

About the research: The report was based on data from a survey conducted in 3Q22 among 123 US-based in-house creatives and marketers.