Inside the Studio: How In-House Creative Leaders Are Building Award-Winning Teams with Freelance Talent

On 25 March 2025, we joined forces with the In-House Agency Leaders Club (IHALC) to host an event focused on a topic close to our hearts, how in-house creative teams within large brands are embracing freelance talent to build high-performing, award-winning agencies.

With over 50 in-house agency leaders in the room, the session was a deep dive into the evolving relationship between in-house teams and flexible talent. From operational hurdles to cultural integration, we explored the real-world challenges creative leaders face, and the opportunities they’re unlocking by partnering with platforms like YunoJuno.

The common challenges facing in-house creative teams

Opening the session, our VP of Sales, Chris Martin, shared how YunoJuno is helping some of the world’s biggest brands source, manage, and pay freelance creatives compliantly and efficiently.

Many in-house agencies today are still navigating legacy procurement systems, restrictive preferred supplier lists, or outdated managed service provider (MSP) models.

Many in-house agencies face operational challenges that prevent them from engaging freelance talent effectively:

• Freelancers are often treated as suppliers, resulting in onboarding processes that can take several weeks.
• Freelancers are paid on standard company payment terms - sometimes stretching beyond 90 days - which can deter top talent.
• Speed to hire is slowed by rigid procurement processes and approved partners that don’t specialise in creative talent.
• Creative teams struggle to quickly locate and re-engage freelancers they've worked with before, lacking tools to issue contracts efficiently.

Once YunoJuno is set up for an internal agency, all of these issues disappear. Freelancers can be onboarded and booked in under an hour, and are paid in as little as 14 days.

How do in-house agencies balance permanent and freelance Staff?

There’s no one-size-fits-all approach to blending permanent and freelance teams. In-house agencies tailor their talent models based on team size, project needs, and strategic goals. Here’s how many are striking that balance:

• Bridging skill gaps: Freelancers are brought in to plug specialist skill gaps, from cultural creatives and motion designers to brand strategists and 3D artists. This allows in-house agencies to dial up expertise for specific projects and elevate the overall creative output.
• Scaling with flexibility: Freelancers enable in-house agencies to flex their resourcing in line with demand. Whether it’s a brand relaunch or a seasonal campaign surge, flexible talent allows teams to scale without bloating headcount during quieter periods.
• Experimenting with blended ratios: Some in-house agencies are adopting a 60/40 permanent-to-freelance ratio. Others are flipping the model entirely depending on their output focus, for instance, production-heavy teams often lean more heavily on freelance support.
• Long-term freelance partnerships: Freelancers aren’t always short-term. Many in-house agencies engage trusted talent on long-term contracts - sometimes spanning 6–12 months - bringing consistency and deep integration without the overhead of permanent hires.
• Cultural integration of “permalancers”: Regular freelancers are being welcomed into the cultural fold. From buddy systems to invites to team socials, these “permalancers” are treated like part of the core team, and they bring fresh energy and new perspectives.
• Cost vs. expertise: Permanent staff provide continuity and deep brand understanding. Freelancers bring in-demand skills and senior expertise without long-term cost commitments. The best in-house agencies weigh both to match talent to task, and budget.
• Supporting permanent staff: Some permanent team members can feel threatened by the influx of freelance talent. The savviest in-house agencies counter this by highlighting freelancers as a source of inspiration and upskilling, not competition.
• Cutting through red tape: From IR35 compliance to procurement headaches, corporate bureaucracy can slow things down. Leading in-house agencies are working around these blockers, either by streamlining processes or partnering with freelance management platforms like YunoJuno.
• Evolving over time: Talent models evolve. Newer in-house agencies often start with a heavier freelance focus, then transition to a more permanent structure as they build internal credibility and predictable workflows.

PepsiCo’s Sips&Bites: A case study in freelance-powered creative success

We were joined by Matt Watson, Chief Creative Officer at Sips&Bites, PepsiCo’s in-house creative agency. Matt shared how his team has transformed their model by embracing flexible talent.

Through their partnership with YunoJuno, Sips&Bites built a trusted bench of freelancers who are embedded in their culture, giving them the agility to deliver award-winning work across PepsiCo’s global brand portfolio ,without the traditional friction of legacy models.

What in-house creative leaders are talking about right now

After the talks, we facilitated roundtable discussions across a diverse mix of industries. Here’s what topped the conversation:

• Culture is everything: Whether permanent or freelance, teams thrive when there’s a strong cultural identity. Creating a distinct agency name and internal brand (like “The Kitchen” or “Sips&Bites”) fosters a sense of belonging and creative freedom within corporate structures.
• Freelancers are family: Many leaders are building hybrid teams where freelancers are treated like permanent staff, from onboarding to team socials. Buddy systems, cultural initiatives, and clear brand onboarding were cited as key to success.
• Blending talent is an art: Striking the right balance between permanent staff and flexible talent is a constant dance. Leaders are experimenting with different ratios and resourcing models, often using freelancers to inject specialist skills and fresh perspectives.
• Creative culture takes work: From navigating budget constraints to overcoming legacy perceptions, building a thriving in-house agency isn’t easy. But with the right leadership, a clear identity, and the freedom to push creative boundaries, it’s possible, and powerful.

The takeaway

In-house creative teams are no longer the “production departments” of old. They're becoming strategic, agile creative powerhouses, and freelance talent is playing a central role in that evolution.

At YunoJuno, we’re proud to support this shift by giving teams the tools they need to build flexible, scalable, and award-winning creative cultures. By blending permanent and freelance in smart, strategic ways, in-house agencies are unlocking new levels of agility, creativity, and performance.

To everyone who joined us, thank you. We loved the energy in the room and the honesty in the conversation. And to the in-house leaders building the future of creative work, we see you. Let’s keep building the future of in-house creativity, together.