The Future of In-House Creative Leadership

This time I am joined by Janet Markwick and Rhona Glazebrook who together have over 60 years of experience from leading agencies, production companies and working INSIDE global brands. They're uniting their individual consultancies to form J&R Collective, with a very clear purpose: to help creative businesses thrive commercially in today’s challenging times.J&R Collective addresses a critical industry gap: the lack of commercial skills and confidence among creative leaders, who often struggle to prove their value and grow their business.Rhona, with her 30+ years in creative industries, observed this challenge first-hand, noting that commercial training for not just creatives but account people, strategists too often didn't exist. Janet, having transformed marketing accountability at Sony and led commercial turnarounds at WPP agencies, champions 'commercial creativity', blending her artistic passion with extensive business acumen.I first met Janet and Rhona when they had launched the ‘Shift Happens’ report for the IPA examining the shifts happening within the marketing ecosystem including the rise of in-house.They have been working with Inside Out for over 18 months to support us on shaping our awards and helping our members become more commercially aware so I am really pleased to have them join me on the podcast.---Download our Inside Out® Pathway - A guide to in-house creative leadership development and growth.The Inside Out Pathway is a starting point for in-house creative leaders to be able to navigate themselves and their teams to get creativity closer to the C-Suite.https://theinsideout.community/resources/the-inside-out-pathway

Shawn Perritt, VP of Brand Strategy & Creative at Acquia, boasts 15+ years crafting creative strategies for top brands like Microsoft and Coca-Cola. He dives into the importance of B2B creativity that resonates emotionally to harness future opportunities. Shawn discusses leading Acquia’s rebranding and launching Acquia TV, aiming to humanize B2B marketing. He shares tips for gaining stakeholder trust at events, emphasizes protecting creative flow, and introduces a 'creative workout' to combat burnout. His insights highlight the bright future for in-house creative leadership.

Ale is the founder of The Tomorrow Collective, where she empowers the next generation of creative leaders by helping in-house teams future-proof talent, bridge generational gaps, and build cohesive team cultures.With over 25 years of experience as an Executive Creative Director across US and UK agencies and in-house teams, Ale brings deep expertise in Talent Strategy & Team Design. Her portfolio includes launching and scaling products and services for global giants like Virgin, Microsoft, MetLife, AB InBev, and Gimlet/Spotify, as well as disruptive brands like MUTHA.Recognised for her innovative leadership, Ale has been honored in Fast Company's "League of Extraordinary Women" and "Most Creative People in Business" list. She is also the co-founder of SheSays, an award-winning global organization advancing women and non-binary professionals in the Creative Industries—which now has over 90,000 members globally.Ale focuses on empowering the next generation of creative leaders with a new approach to Creative Excellence. She believes that whether you’re a studio strategist, a creative leader or manage in-house operations — raising creative standards is about raising yourself and your team.-------Download our Inside Out® Pathway - A guide to in-house creative leadership development and growth.The Inside Out Pathway is a starting point for in-house creative leaders to be able to navigate themselves and their teams to get creativity closer to the C-Suite.https://theinsideout.community/resources/the-inside-out-pathway

This time, I am talking to Clare Ralston, Global Head of Creative Operations & Production at Xero’s in-house agency. Clare is a seasoned in-house creative leader with nearly 20 years of experience in creative operations and production, spanning agency and in-house roles across Sydney, Melbourne, Glasgow, and London.At Xero, Clare leads global teams to deliver integrated campaigns, brand strategy, and creative content.. She’s known for her expertise in systems, processes and workflow optimisation which drive operational excellence and innovation.Clare recently celebrated the launch of Xero’s new global brand campaign, a testament to the talent and collaboration within her in-house creative team.Clare holds an MBA with a specialisation in Change Management, which has only strengthened her strategic approach to in-house creative leadership.---Download our Inside Out® Pathway - A guide to in-house creative leadership development and growth.The Inside Out Pathway is a starting point for in-house creative leaders to be able to navigate themselves and their teams to get creativity closer to the C-Suite.https://theinsideout.community/resources/the-inside-out-pathway

In this episode I am talking to Niki Garner, Director of ITV Creative, where she leads the creative vision for one of the UK’s most iconic broadcasters, and is responsible for all creative output from concept to execution across all ITV’s media channels. With over two decades of experience in advertising and creative leadership, Niki is known for her ability to deliver standout campaigns and inspire high-performing teams.Before joining ITV in 2022, Niki spent over 12 years at Mother, leading major accounts for brands like Diageo (including Baileys, J&B, Pimm’s, Tanqueray), Hovis, and Unilever’s PG Tips. Her earlier career included senior roles at agencies such as Libertine and Beechwood, working with clients including Butlins, Superdrug, and Matalan and a short stint at BMF in Sydney, on the Aldi account. Niki’s collaborative leadership style and passion for creative excellence have made her a respected figure in the industry, consistently delivering campaigns that resonate with audiences and drive brand growth.---Download our Inside Out® Pathway - A guide to in-house creative leadership development and growth.The Inside Out Pathway is a starting point for in-house creative leaders to be able to navigate themselves and their teams to get creativity closer to the C-Suite.https://theinsideout.community/resources/the-inside-out-pathway

In this episode I am joined by Cass Zawadowski, Executive Creative Director, North America Brand, at the global ride-sharing community Lyft.She’s a dynamic leader with over 20 years of global creative experience, known for her visionary approach, blending authenticity and calculated risk-taking to drive transformative, data-driven work that elevates brands and empowers teams.At Lyft, Cass leads the creative vision, building brand equity and developing strategies that deliver meaningful business growth. She’s passionate about fostering design-led cultures and has introduced innovative frameworks like her “4 Ps” approach and an 18-month roadmap to achieve both quick wins and long-term creative impact and investment. Before joining Lyft, Cass held senior roles across North America, Europe, and Asia, shaping campaigns for global brands like P&G, Samsung, Toyota, Biersdorf, Diageo and Maybelline. She led the Creative Excellence Initiative at financial services group Manulife, helping launch its first ever Global Brand Strategy. Cass’s work has been recognized by industry peers, with jury roles for the Effies, LIAs, Clios, ADC, Shots, Gerety Grand Jury, ADCC, Marketing, and more. Her international perspective and commitment to bold, results-driven creativity make her a true thought leader in the industry.-----Download our Inside Out® Pathway - A guide to in-house creative leadership development and growth.The Inside Out Pathway is a starting point for in-house creative leaders to be able to navigate themselves and their teams to get creativity closer to the C-Suite.https://theinsideout.community/resources/the-inside-out-pathway

In this episode I am joined by Mel Ryan, a senior operations leader with over 20 years’ experience transforming in-house teams and agencies.Mel was previously VP, Group Director of Operations at Sky, where she oversaw macro operations for Sky Creative, leading large-scale operational change and championing the evolution of their creative operations.In 2024 she founded Walk The Floor, a consultancy dedicated to helping brands build, scale, and optimise their in-house operating models, processes and teams.  Mel builds collaborative, high-performing teams rooted in trust and shared success.And she’s also one of our Community Advisors where she generously shares her wisdom with our members. ----Download our Inside Out® Pathway - A guide to in-house creative leadership development and growth.The Inside Out® Pathway is a starting point for in-house creative leaders to be able to navigate themselves and their teams to get creativity closer to the C-Suite.https://theinsideout.community/resources/the-inside-out-pathway

This time I’m joined by by Pete Johnson and Juan Carlos Gutiérrez, co-founders of LOVE+RESPECT, an advisory firm with a difference. Drawing on decades of experience leading and transforming global creative teams for brands like Publicis, WPP, Cartoon Network, Nickelodeon, and the LEGO Group, Pete and Juan Carlos have built a reputation for helping companies elevate their in-house creative capabilities from cost centres to engines of brand and business growth.At the heart of LOVE+RESPECT is a mindset shaped by three core values: empathy, trust, and joy. Pete and Juan Carlos believe these are the keys to unlocking not just outstanding creative work, but real business impact that can transform marketing, operations, and culture from the inside out. Their approach is about more than process - it’s about people, and about building in-house teams that are empowered, inspired, and able to deliver work that truly moves the business.These two leaders have seen it all are helping to  shape the future of in-house creative leadership. Download our Inside Out® Pathway - A guide to in-house creative leadership development and growth.The Inside Out Pathway is a starting point for in-house creative leaders to be able to navigate themselves and their teams to get creativity closer to the C-Suite.https://theinsideout.community/resources/the-inside-out-pathway

Daniel Torres who is a slightly unique person for me to interview as his career has been as a CFO. But the CFO is someone who an in-house creative leader has to regularly convince to invest in either their creative team or the work they want they do for the brand. I met Daniel though one of our members, and he is a seasoned business mentor and finance leader with over 25 years of experience spanning tech, events, and media across multiple countries. Daniel began his career in Silicon Valley, where he was involved in the IPO of a startup hardware company and later played a key role in the sale of a US-listed software business to a UK company, which brought him to London in 2008.Daniel describes himself as “an accountant with a personality: my head is business, but my heart is creative.” Many of his friends are creatives too giving him a deep appreciation for the dynamics of creativity in business. So I thought he would make the perfect CFO to talk to.---Download our Inside Out® Pathway - A guide to in-house creative leadership development and growth.The Inside Out Pathway is a starting point for in-house creative leaders to be able to navigate themselves and their teams to get creativity closer to the C-Suite.https://theinsideout.community/resources/the-inside-out-pathway

Joining me today is Ivan Pols, Chief Creative Officer at what3words and a member of the Inside Out® Community.With a background as Worldwide Creative Director at Ogilvy and adam&eveDDB, he’s worked on global brands like Dove and Unilever, earning top industry awards along the way.Ivan is a creative force with a passion for making and inspiring great work. At what3words, he forged his way into the C-suite by leading creativity and building an award-winning in-house marketing team. He’s setting new standards for creativity in business, which is why I was so keen to have him on the podcast.Beyond what3words, Ivan co-founded Truth & Spectacle, helping organisations craft powerful stories that help them leap forward. He also gives back to the industry through talks, writing, and coaching, sharing his insights on creativity in business. On a personal note, Ivan has been a generous mentor to me as we build Inside Out, and he’s contributed so much to our community.-----Download our Inside Out® Pathway - A guide to in-house creative leadership development and growth.The Inside Out Pathway is a starting point for in-house creative leaders to be able to navigate themselves and their teams to get creativity closer to the C-Suite.https://theinsideout.community/resources/the-inside-out-pathway