{"id":23396248,"date":"2024-02-07T21:46:02","date_gmt":"2024-02-07T21:46:02","guid":{"rendered":"https:\/\/www.vendasta.com\/blog\/?p=23396248"},"modified":"2026-08-17T18:29:16","modified_gmt":"2026-08-17T18:29:16","slug":"how-to-build-a-high-performing-in-house-agency","status":"publish","type":"post","link":"https:\/\/www.vendasta.com\/blog\/how-to-build-a-high-performing-in-house-agency\/","title":{"rendered":"703: How to Build a High Performing In-House Agency | Kasper Sierslev"},"content":{"rendered":"<p>[et_pb_section fb_built=&#8221;1&#8243; admin_label=&#8221;section&#8221; _builder_version=&#8221;4.16&#8243; global_colors_info=&#8221;{}&#8221;][et_pb_row admin_label=&#8221;row&#8221; _builder_version=&#8221;4.16&#8243; background_size=&#8221;initial&#8221; background_position=&#8221;top_left&#8221; background_repeat=&#8221;repeat&#8221; global_colors_info=&#8221;{}&#8221;][et_pb_column type=&#8221;4_4&#8243; _builder_version=&#8221;4.16&#8243; custom_padding=&#8221;|||&#8221; global_colors_info=&#8221;{}&#8221; custom_padding__hover=&#8221;|||&#8221;][et_pb_code _builder_version=&#8221;4.27.4&#8243; _module_preset=&#8221;default&#8221; global_colors_info=&#8221;{}&#8221;]<script async defer onload=\"redcircleIframe();\" src=\"https:\/\/api.podcache.net\/embedded-player\/sh\/4f451305-e5b4-4878-b293-63e3057356b8\/ep\/39bd4a1f-ea2d-4ef9-82af-ab6cc54737d0\"><\/script><!-- [et_pb_line_break_holder] -->    <\/p>\n<div class=\"redcirclePlayer-39bd4a1f-ea2d-4ef9-82af-ab6cc54737d0\"><\/div>\n<p><!-- [et_pb_line_break_holder] -->    <\/p>\n<style><!-- [et_pb_line_break_holder] -->    .redcircle-link:link {<!-- [et_pb_line_break_holder] -->        color: #ea404d;<!-- [et_pb_line_break_holder] -->        text-decoration: none;<!-- [et_pb_line_break_holder] -->    }<!-- [et_pb_line_break_holder] -->    .redcircle-link:hover {<!-- [et_pb_line_break_holder] -->        color: #ea404d;<!-- [et_pb_line_break_holder] -->    }<!-- [et_pb_line_break_holder] -->    .redcircle-link:active {<!-- [et_pb_line_break_holder] -->        color: #ea404d;<!-- [et_pb_line_break_holder] -->    }<!-- [et_pb_line_break_holder] -->    .redcircle-link:visited {<!-- [et_pb_line_break_holder] -->        color: #ea404d;<!-- [et_pb_line_break_holder] -->    }<!-- [et_pb_line_break_holder] --><\/style>\n<p><!-- [et_pb_line_break_holder] --><pee style=\"margin-top:3px;margin-left:11px;font-family: sans-serif;font-size: 10px; color: gray;\">Powered by <a class=\"redcircle-link\" href=\"https:\/\/redcircle.com?utm_source=rc_embedded_player&#038;utm_medium=web&#038;utm_campaign=embedded_v1\">RedCircle<\/a><\/pee>[\/et_pb_code][et_pb_text _builder_version=&#8221;4.27.4&#8243; _module_preset=&#8221;default&#8221; hover_enabled=&#8221;0&#8243; global_colors_info=&#8221;{}&#8221; sticky_enabled=&#8221;0&#8243;]<\/p>\n<p>Are you ready to be inspired by an accomplished and versatile marketing professional?<\/p>\n<p>Join us on the\u00a0<a href=\"\/blog\/podcasts\/\" target=\"_blank\" rel=\"noreferrer noopener\">Vendasta Conquer Local Podcast<\/a>\u00a0as we welcome\u00a0<a href=\"https:\/\/www.linkedin.com\/in\/kaspersierslev\/\" target=\"_blank\" rel=\"noreferrer noopener\">Kasper Sierslev<\/a>, Chief Commercial and Creative Officer at Zite. With a remarkable career, including collaborations with global giants like Apple, Lego, and Mars, Kasper\u2019s expertise in building and guiding in-house creative departments is unparalleled.<\/p>\n<p>An award-winning marketer and author of two best-selling books, \u2018Moving In-House\u2019 and \u2018<a href=\"https:\/\/www.win-win-house.com\/vendasta\" target=\"_blank\" rel=\"noreferrer noopener\">Win-Win-House<\/a>,\u2019 Kasper offers deep insights into in-house marketing dynamics that will leave you with a fresh perspective.<\/p>\n<p>Get ready to be captivated by his expertise and remarkable adaptability in diverse business landscapes!<\/p>\n<p><strong><em>Giveaway Alert! Conquer Local Podcast listeners, grab your free copy of Kasper\u2019s \u2018Win-Win-House\u2019 book at\u00a0<\/em><\/strong><a href=\"https:\/\/www.win-win-house.com\/vendasta\" target=\"_blank\" rel=\"noreferrer noopener\"><em><strong>www.win-win-house.com\/vendasta<\/strong><\/em><\/a><strong><em>.<\/em><\/strong><\/p>\n<p><em>Conquer Local is presented by\u00a0<\/em><a href=\"\/\"><em>Vendasta.<\/em><\/a><em> We have proudly served 5.5+ million local businesses through 60,000+ channel partners, agencies, and enterprise-level organizations. <\/em><em>Are you an entrepreneur, salesperson, or marketer? Then, keep the learning going in the\u00a0<\/em><a href=\"https:\/\/docs.vendasta.com\/learn\/\"><em> Vendasta Learning Center.<\/em><\/a><\/p>\n<h2><strong>How to Build a High Performing In-House Agency<\/strong><\/h2>\n<h3><strong>Introduction<\/strong><\/h3>\n<p><strong>Jeff Tomlin:<\/strong>\u00a0Welcome to the Conquer Local Podcast! Our show features successful sales leaders, marketers, thought leaders and entrepreneurs who will inspire you with their success stories. Each episode is packed with practical strategies, as our guests share their secrets to achieving their dreams. Listen in to learn the highlights of their remarkable accomplishments and get tips to revamp, rework, and reimagine your business. Whether you\u2019re a small business owner, marketer, or aspiring entrepreneur, the Conquer Local Podcast is your ultimate guide to dominating your local market. Tune in now to take your business to the next level!<\/p>\n<p>I\u2019m Jeff Tomlin and on this episode, we\u2019re pleased to welcome\u00a0<strong>Kasper Sierslev<\/strong><\/p>\n<p>Kasper is the Chief Commercial and Creative Officer at Zite, and is an award-winning marketer and creative professional with a rich history working alongside major international brands like Apple, Lego, and Mars. His leadership extends to building and guiding in-house creative departments for esteemed organizations such as Maersk and Georg Jensen. From startups to global giants, Kasper\u2019s career showcases remarkable versatility and adaptability in diverse business landscapes.<\/p>\n<p>As an accomplished author, Kasper has made significant contributions to the industry with his two best-selling books, \u2018Moving In-House\u2019 and \u2018Win-Win-House,\u2019 reflecting his deep insights into in-house marketing dynamics. With over two decades of experience in advertising, he\u2019s also worked as an illustrator and storyboard artist. He is a frequent keynote speaker at marketing events contributing significantly to the industry.<\/p>\n<p>Get ready Conquerors for\u00a0<strong>Kasper Sierslev<\/strong><strong><em>\u00a0<\/em><\/strong>coming up next on this week\u2019s episode of the Conquer Local Podcast.<\/p>\n<h4><strong>Kasper Sierslev Transitioned from Traditional Advertising to In-House Marketing.\u00a0<\/strong><\/h4>\n<p><strong>Jeff Tomlin:<\/strong>\u00a0Kasper, hey. Welcome to the Conquer Local podcast.<\/p>\n<p><strong>Kasper Sierslev:<\/strong>\u00a0Hey.<\/p>\n<p><strong>Jeff Tomlin:\u00a0<\/strong>Thanks so much for taking some time to join us, and chat for a little bit. How you doing?<\/p>\n<p><strong>Kasper Sierslev:<\/strong>\u00a0I\u2019m good. How are you? I mean, it\u2019s really nice talking to you and being here, so I am really looking forward to it.<\/p>\n<p><strong>Jeff Tomlin:<\/strong>\u00a0Right on. And you, and now you\u2019re, you\u2019re calling in the podcast from halfway around the world. You\u2019re over in Denmark right now.<\/p>\n<p><strong>Kasper Sierslev:<\/strong>\u00a0Yeah, I\u2019m in, yeah, in Copenhagen, in Scandinavia, Denmark. So, kind of far away from where you are at the moment.<\/p>\n<p><strong>Jeff Tomlin:<\/strong>\u00a0Fantastic. Well, hey, why don\u2019t you kick us off, and tell us a little bit about your journey here. Especially your journey from traditional advertising, into in-house marketing, and maybe a little bit about what sparked a shift in in your career.<\/p>\n<p><strong>Kasper Sierslev:<\/strong>\u00a0Yeah, so I spent the first 15 years of my career working at a traditional advertising agency, moving up, working with, yeah, a lot of car brands. I don\u2019t really know why. I just, you know, that\u2019s one thing leading to another, but also yeah, some, some great, yeah, brands like Maersk, and Apple and so on. And then at one point I ended up being kind of in the, I don\u2019t know what it\u2019s called, it\u2019s a tech team. So we were, me and my partner were thrown in at all the pitches we had to do, and we, we got in, and we won a lot of them, but as soon as we won the pitch, we were onto the next thing. And I kind of missed following things through, and actually being able to, to see how things turned out. And, and sometimes I think also the creative idea is not necessarily in the main campaign, or in the film, or whatever you\u2019re doing, at the centre, but sometimes it\u2019s on the edges. And I never got to do that. So the one point, I really got, got tired of everything. And then I had a, yeah, an old friend who said, \u201cYeah, you know, at Maersk,\u201d which is this big container ship logistic company from Denmark, \u201cthey\u2019re really looking for some new plot.\u201d So to speak. \u201cThere\u2019s a new girl coming in as head of marketing, and she wanted to do something differently.\u201d So I said, well, didn\u2019t really hurt to talk to her. So, I wrote her a note, and she said, \u201cYeah, can you come in tomorrow?\u201d And I went, \u201cYeah.\u201d And she said, \u201cOh, that\u2019s great. Can you start on Monday?\u201d So I had to quit the other job, of course. And then, yeah, then I was at Maersk, and the thing with Maersk is, you get sent around the world in the, in the beginning, so just to know the business. And I went to Egypt, and I went, went to India, and the Philippines as well. And when I came back, she said, \u201cSo, what did you notice?\u201d And I said, \u201cI realized that we are doing a lot of the same things all the different places. We\u2019re doing the same brochure for online booking in India and Egypt with two different agencies.\u201d And \u201cMaybe there\u2019s something we should do about it. Maybe we should have some, you know, some kind of team who could collect these things, and maybe reuse them.\u201d And she said, \u201cOh, that\u2019s great. Can you do that? Can you build that in-house agency?\u201d And this was in, I think October or November, or something like that. And she said, \u201cCan you open 1st of February?\u201d And \u201cThere are a few guys you can, you can take from a power point team in Manila. See if you can go there and use any of them.\u201d And that was kind of the start of everything. So I went to the Philippines. I had to figure out, how to run an in-house agency. I didn\u2019t know that. And I didn\u2019t really have anyone to ask. So I kind of made a lot of mistakes.<\/p>\n<p><strong>Jeff Tomlin:<\/strong>\u00a0Yeah.<\/p>\n<p><strong>Kasper Sierslev:<\/strong>\u00a0On that journey. But it worked. And I built this platform where you can have briefs in. And we started out, and I think the first Monday that we opened up, we had 65 campaign briefs for a team of 20 people. And there was big campaigns with social media, and banners and so on. So we were swamped. And then we, we had to look at how we are doing this. So, and that\u2019s kind of where I started with all the, the processes and workflows. So I come from a creative background, and I really still see myself as the creative guy, but I just realized that if we were to have time to do the great creative stuff, we actually had to figure out a way to run the processes, because we couldn\u2019t do back and forth, and all these different variations all the time. So that\u2019s where I started drawing swim lanes, and processes, and so on. And after a couple of years, I switched jobs to something completely different, and, what do you call it, tech company, but it\u2019s always also an investment bank, or they came from an investment bank, and then developed into a FinTech company. And when I started building the in-house agency there, because that was what I was recruiting for, I realized that 85, 90% of the flows and processes were exactly the same. I mean, you don\u2019t have to reinvent the new way to create a social media post, or a banner, or something like that. So, so, so that was kind of a revelation to me that, that everything was actually the same, that you didn\u2019t have to reinvent the process. It\u2019s the same thing. And then you can, you can add in the creativity, and the different brands, and how it looks and feels and everything. But that\u2019s in the first part, when you, when you roll things out, translation, versioning is the same.<\/p>\n<h2><strong>Importance of Processes in Scaling Businesses and Fostering Creativity.\u00a0<\/strong><\/h2>\n<p><strong>Jeff Tomlin:<\/strong>\u00a0That totally resonates, you know, and for me, I\u2019m not the process guy, but one thing I\u2019ve learned in my career, is that you can never get away from it. Like, everything comes down, if you wanna scale anything, any part of your business, it comes down to people, plan, and process. And so you can\u2019t get rid of, you know, having to deal with and master your processes at some point. So that, I mean, that really resonates. You, you wrote a book on the, on the topic now.<\/p>\n<p><strong>Kasper Sierslev:<\/strong>\u00a0I actually wrote two books. So I started out after, so after the bank, I went to a jewelry company. Something completely different, and again, it was the same. And after that I thought, \u201cOkay, I gotta tell some someone about this, because everywhere I talked about it, people say, \u201cOh, that\u2019s, that\u2019s new. We never heard about that.\u201d So, so I actually wrote a book called \u201cMoving In-house,\u201d how, about the structure of things, and work with creativity in a structured way. And then we started the company that I\u2019m in now called, ZITE, where we built onsite agencies. So. And then we wrote a new book called, the \u201cWin-Win House\u201d from there.<\/p>\n<p><strong>Jeff Tomlin:\u00a0<\/strong>Give us a, give us a couple of takeaways from either both, or one of the books that you\u2019d like to share with the audience.<\/p>\n<p><strong>Kasper Sierslev:<\/strong>\u00a0I mean, I have a couple of quotes that I always like. It\u2019s not something from me. It\u2019s like, the first one is from Chuck Close, who said, \u201cInspiration is for amateurs. The rest of us go to work.\u201d And I always use that with my creative people, because I know so many creative people who are struggling with, what do you call it? The doubt in themselves, and everything. And they have to do different things, and they never know if inspiration will hit them, and I really think the more that I work with creativity, it\u2019s methods, and processes, and so on. So I really like that one. And that\u2019s what we try to put in the book, tried to figure out all the things that you can, you can do, you can process everything that you have a method for, or process, or workflow, or ways of working, or whatever you call it. Then, you can start creating your ideas, and it\u2019s just about creating a lot of ideas. So that\u2019s, that\u2019s my, that\u2019s my main point, my main takeaway is that you can, you can actually work with these processes, this structure, and then you get, you get more time, and you get more freedom for your creativity. So it\u2019s, it\u2019s really a mean to where I wanna go.<\/p>\n<h3><strong>Advancements in AI are being used in Creative Brainstorming Processes.\u00a0<\/strong><\/h3>\n<p><strong>Jeff Tomlin:<\/strong>\u00a0I was just gonna say, I\u2019m curious. With all the advancements in AI over the last year, are there things that you would add to the book now? Especially, you know, being, you know, process focused? Are there things that you\u2019d add to the book now, with all of these different advancements this last year?<\/p>\n<p><strong>Kasper Sierslev:\u00a0<\/strong>There are, and that\u2019s why I\u2019m actually writing a new one at the moment. So, I mean, we, we are not anywhere near. I actually don\u2019t know where people are with AI. Everybody seems to be talking a lot. I haven\u2019t seen those great examples yet. But, but we\u2019re using AI for a lot of the things. For me, I mean, in the creative process, I always talk about getting shit done, do a lot of ideas. It\u2019s really, it\u2019s really difficult to come up with a hundred bad ideas in a row. So, if you develop a hundred ideas, some of them gotta be decent. And if you share them with other people, you get to the next level, and next level, and then you have something okay that you can work from. And that\u2019s where we are using AI at the moment, is, you know, getting to that first 50%, giving us those brainstorm ideas that we were gonna do anyway. So, I think that\u2019s, that\u2019s, I really, that, that I wanna put in. This is a way that you can work with creativity and AI. So it\u2019s very much in the, in the wordings, and in the brainstorming process. I think at the moment. For me, the best creativity is actually where you hit, you know, you solve the human problem behind the business problem.<\/p>\n<p><strong>Jeff Tomlin:<\/strong>\u00a0Nice<\/p>\n<p><strong>Kasper Sierslev:<\/strong>\u00a0So, if you have that insight into how people see things, or all the weird thing that you notice that you can actually use\u2026 I always use this example that, you know, people who don\u2019t have a car, they always tend to slam the door too hard.<\/p>\n<p><strong>Jeff Tomlin:<\/strong>\u00a0Yeah.<\/p>\n<p><strong>Kasper Sierslev:<\/strong>\u00a0But all these small things that you notice, I think it\u2019s gonna be difficult for AI for the next two, three, four years, I don\u2019t know, To actually use that. But it\u2019s really good at coming up with ways to express it or get me started on something. So yeah.<\/p>\n<h4><strong>Optimizing In-House Teams and Using External Agencies Strategically for Creativity.\u00a0<\/strong><\/h4>\n<p><strong>Jeff Tomlin:\u00a0<\/strong>Kasper, your creative process of \u201cGet shit done,\u201d is the first creative process now I can understand clearly. And I like that a lot. Are there common mistakes that you see that when people are building their in-house teams, that are, are sort of common mistakes you see companies making?<\/p>\n<p><strong>Kasper Sierslev:<\/strong>\u00a0Yeah. So I mean, normally when we come in, sometimes we take over an existing team, and we can normally optimize it by 30 to 40%. And that\u2019s because they don\u2019t, I mean, at agencies it\u2019s really, it\u2019s really not a good business to run an agency, to be quite fair. We are selling the hours, and we\u2019re only taking a small profit. So, at least here in Scandinavia, it\u2019s not, it\u2019s not a good deal. But what we learned from that, is to optimize the processes. Again, the flows, actually having project managers, or account managers taking care of that. And what we see a lot is that they have not necessarily an entire in-house team, they have creative people, or doers within the marketing team, and they\u2019re running around, and they say, \u201cOh, it\u2019s so easy, I can just stand next to your screen. I can just do this and that.\u201d So they don\u2019t really pull out, and come back with a creative idea or a new input. And they also let the, the creative people be their own project managers, or yeah, process managers and so on. So they answer emails, they get disturbed all the time by emails and phone calls, and it\u2019s difficult to get in the zone, when you\u2019re getting disturbed all the time by notifications and so. So that\u2019s the really where we can optimize, and you can optimize in a, yeah, a heartbeat, is by letting the creative people be creative, and take them out of the workflow. Don\u2019t swamp them in any meetings and so on. They don\u2019t need to know things until they\u2019re actually working on on it. That\u2019s the most common mistake we\u2019ve seen.<\/p>\n<p><strong>Jeff Tomlin:<\/strong>\u00a0Yeah, I like that. And I wanna make sure I get this right. Your, your title at ZITE, is you\u2019re the Chief Commercial Officer. You\u2019ve mentioned balancing in-house and external teams a bit. And I, and I wanted to dig into that a little bit. Like how do you decide which services you\u2019re gonna do in-house, and which services you\u2019re gonna use external teams for? And does, you know, does it matter too much?<\/p>\n<p><strong>Kasper Sierslev:<\/strong>\u00a0Yeah, it matters a lot. So, so when we look at it, we normally don\u2019t go for the top tier. I mean, the really creative work, we always recommend that you buy at a, not a full house, that\u2019s what we\u2019ll call it, a full service agency, but finding a really creative boutique or something like that. Because people who work with a lot of different brands all the time, a lot of, get a lot of input, they\u2019re really good at doing the really creative stuff, or the specialist tasks. So normally we don\u2019t recommend to take that in-house. It\u2019s also difficult to bring in those rock stars, creative people to your small, in-house team. And if you manage to bring them in, you will drain them, they will get bored, and they will don\u2019t, they won\u2019t do what you are you want them to do. So we recommend to leave the top tier out of the equation, and let somebody else do that. But as soon as you get to the day-to-day creative stuff, where you have the playing field drawn up, you know what to do. You\u2019re not doing the new brand campaign, but you\u2019re doing the product campaign because you know the products and so on. That makes a lot of sense. So the content, the products launch and so on. And then we also look at the bottom of the, of the house, so to speak.<\/p>\n<p><strong>Jeff Tomlin:\u00a0<\/strong>Yeah.<\/p>\n<p><strong>Kasper Sierslev:<\/strong>\u00a0The production side where it makes a lot of sense, if you\u2019re a big company with a lot of complexity, different languages, versioning and so on, to look for off-shore, or look for tools in that area. So you only take the roles that make sense because it\u2019s a lot easier when you have someone in there who knows the product, especially when it\u2019s complicated. I mean, cast, we can all do, or chewing gum, but as soon as you get to something like investment banking, or, I don\u2019t know, some industrial product where we actually need to know a lot. It takes a lot of time to teach the creative agent, external creative agency, all the things you want them to know. That\u2019s what you can do with the, with the in-house team. But then the in-house team has the, paradox. So, when you\u2019re too close to things, it\u2019s hard to see yourself from the outside. It\u2019s hard to have that outside-in perspective. So it\u2019s a battle all the time. What we are doing is we, we have a travel team between our agencies, that we bring in just for two days, one day, or a couple of hours to just kick things up and inspire. But then we have the in-house team working with it. And it doesn\u2019t have to be like our model, you can bring in, you can call a really great creative team, and just ask them to come in and do ideas, and then take it from there. So you don\u2019t need to buy everything. That\u2019s, yeah, that\u2019s our model. That\u2019s how we see things work really well.<\/p>\n<h2><strong>Top Tips for Optimizing Processes for an In-House Team.\u00a0<\/strong><\/h2>\n<p><strong>Jeff Tomlin:\u00a0<\/strong>Yeah, that, that makes a lot of sense. So you, you know, you were alluding to, you know, once you have the house built, you know, your teams can, can get to work and they focus and they know what to do. Give me some of your, your top tips for optimizing processes for, you know, an in-house team.<\/p>\n<p><strong>Kasper Sierslev:<\/strong>\u00a0The first thing is, is actually figuring out the services that you wanna do. I mean, it\u2019s, it sounds, I know it sounds really boring, but let me just explain. So figuring out what, what kind of things do you wanna do with your in-house team? Then look at how would it be great to do them? Just note down all the bits and pieces in that process from getting a request, should you have a tool that you can actually file, you know, fill in on form, on a website, or something like that, or should people call you, or come in, or something like that. It doesn\u2019t really matter, but you have that briefing form for every, every kind of process that you\u2019re doing. So if you\u2019re doing a lot of case videos, or you\u2019re doing website optimization, note down all the steps. I think we have around 38 different processes. Then, a lot of them have, you know, the same kind of steps, but just knowing what to do, really makes it a lot easier.<\/p>\n<p><strong>Jeff Tomlin:<\/strong>\u00a0Yeah.<\/p>\n<p><strong>Kasper Sierslev:\u00a0<\/strong>I actually use this example sometimes. I used to play bass, you know, in, back-<\/p>\n<p><strong>Jeff Tomlin:<\/strong>\u00a0Saw that back there.<\/p>\n<p><strong>Kasper Sierslev:<\/strong>\u00a0Yeah, yeah.<\/p>\n<p><strong>Jeff Tomlin<\/strong>: Yeah. Looking, it looks nice.<\/p>\n<p><strong>Kasper Sierslev:<\/strong>\u00a0An ode, an ode to that bubble bass.<\/p>\n<p><strong>Jeff Tomlin:<\/strong>\u00a0Yep.<\/p>\n<p><strong>Kasper Sierslev:<\/strong>\u00a0And I used to play at this jazz club where we had really great, I\u2019m not that good. We had really great musicians coming in, sitting in every Thursday night, and I was playing like together with the, with the drummer. We were the backing band. And then great people came in. And we kind of knew the songs. So it\u2019s kind of back to the processes. We knew what we were going to play, and then they could jam on top of it, because we knew the standard, so to speak. And, and I like that kind of your parallel so to speak, because that\u2019s what what your in-house team should do. They should know the processes, the workflows, and then it\u2019s much easier to say, \u201cOh, this, this is kind of, this workflow we take down here.\u201d So that\u2019s the, that\u2019s the first thing we do. We really map the workflows, structure things, all the boring stuff.<\/p>\n<p><strong>Jeff Tomlin:\u00a0<\/strong>I really think, you know, organizations don\u2019t spend enough time on the processes, because that, you know, as you start scaling, you know, almost every aspect of the business needs processes. And if you don\u2019t have them in place in this, the repeatability in your, in your business, it gets really, really hard to scale.<\/p>\n<p><strong>Kasper Sierslev:<\/strong>\u00a0Yeah.<\/p>\n<p><strong>Jeff Tomlin:<\/strong>\u00a0Right?<\/p>\n<p><strong>Kasper Sierslev:<\/strong>\u00a0Yeah. And it\u2019s, I mean, you often see it when you bring a new team in. The first half year, eight months, everything\u2019s great. People are working, they\u2019re not doing what they\u2019re good at, but everything is just hunky dory, and you\u2019re working, and everything\u2019s good. Then, you start to lose that momentum, and people are doing the wrong things at the wrong time. And you get really, you know, you get swamped, you have people doing the same things two places and so on, and that\u2019s where you need it. Because it\u2019s great as a start-up, that everything just, you\u2019re running, and you are enthusiastic about everything. But when you scale, and when you get to that point, you will get in trouble if you don\u2019t, you know, if you don\u2019t do what, don\u2019t know what you\u2019re supposed to do.<\/p>\n<p><strong>Jeff Tomlin:<\/strong>\u00a0Yeah.<\/p>\n<p><strong>Kasper Sierslev:<\/strong>\u00a0And who\u2019s doing what at the time.<\/p>\n<h3><strong>In-House Team Solves E-Commerce Problem by Addressing Customer Needs Directly.\u00a0<\/strong><\/h3>\n<p><strong>Jeff Tomlin:\u00a0<\/strong>Yeah. Yeah. Do you have a favourite, a favorite story or anecdote about, you know, yeah, Kasper, you\u2019ve done a lot of things in your career clearly, and now, you know, authored a couple books on it, and seen and done a lot of things. Do you have a favorite story or anecdote where you had a, an amazing outcome, and you can attribute some of that to the process, and the way that you approach things?<\/p>\n<p><strong>Kasper Sierslev:<\/strong>\u00a0Yeah, I actually have one. So, but it\u2019s, yeah, but it\u2019s not about the process actually. It\u2019s more like being in-house, and being able to see things in a different way.<\/p>\n<p><strong>Jeff Tomlin:\u00a0<\/strong>Yeah.<\/p>\n<p><strong>Kasper Sierslev:\u00a0<\/strong>So back when I was working at George Jensen, this jewelry company, we\u2019ve just built a new website, and it\u2019s very Scandinavian pale looking, no colors or something like that. And we have had a British head of e-comm, and he came down and said, \u201cYeah, guys, this is too Scandinavian. People, you know, they don\u2019t buy any rings, they can\u2019t find the buy button. We need to change the colour to something more, that\u2019s popping more.\u201d And we said, \u201cAh, it\u2019s can\u2019t, it can\u2019t be the problem with the colour on the button.\u201d And so on. So, so normally, I mean, if you, you\u2019re an agency, you would just do as you\u2019re told, I guess.<\/p>\n<p><strong>Jeff Tomlin:\u00a0<\/strong>Yeah.<\/p>\n<p><strong>Kasper Sierslev:\u00a0<\/strong>But we had the time, and we had the possibility to actually go up and talk to some of the guys who are just sitting upstairs and say, \u201cCan you show us something on this?\u201d And he said, \u201cYeah, look here. All the guys that are coming in here, they go to the, to the product page, they find a ring, they click on it, they go to the, to the, yeah, to the product page itself. And then they click buy, and they click buy, and they click buy, and then they realize there\u2019s a small dropdown on top of the buy button where you have to select the ring size. So when you click on that, you get these 16 sizes for rings, finger rings.\u201d And then there was these 10 seconds where everything just froze. The mouse was still, and then they left. And then we said, \u201cIt\u2019s not the problem with the colour.\u201d They found the buy button. They found it three times. They clicked on it. The problem is that nobody knows the size of their girlfriend\u2019s ring finger, or the ring they need. So let\u2019s do something different. And then we, we actually sat down and talked about it, and we developed a small app where you could steal a ring, or borrow a ring from your loved one, and put it on the screen, and you could see the size. And, yeah. And that was basically it. Very, very simple to do, didn\u2019t cost a lot.<\/p>\n<p><strong>Jeff Tomlin<\/strong>: Very cool.<\/p>\n<p><strong>Kasper Sierslev:<\/strong>\u00a0But the best part was, we did a small film. We didn\u2019t have any money, and it wasn\u2019t in the budget to do this. So, so we did it almost ourselves standing there with metal rulers in the stock stores, to make sure the screen size matches and so on. And then we did the small film just of a guy stealing or borrowing a ring from his loved one, and we put it on our Instagram, and then it kind of exploded, because all the girls were just tagging their husbands and saying, \u201cLook, Thomas, this is something for you.\u201d Or-<\/p>\n<p><strong>Jeff Tomlin:\u00a0<\/strong>Yeah. Yeah.<\/p>\n<p><strong>Kasper Sierslev:<\/strong>\u00a0Maybe, maybe this is what you need.\u201d Or something like that. So, and I think for me, it\u2019s a great example of, you know, being in-house, being close to business, being able to stop things that doesn\u2019t make sense, and look at that, you know, the human problem. It\u2019s not a technical problem, it\u2019s not the colour of the button. It\u2019s actually something that we can all relate to.<\/p>\n<h4><strong>Importance of Structure, Creativity, and Digging Deeper for Success.\u00a0<\/strong><\/h4>\n<p><strong>Jeff Tomlin:\u00a0<\/strong>I can\u2019t tell you how many times, so, you know, I\u2019ve seen not only other companies, but I\u2019ve seen ourself internally, stop shorten the optimization process, where, you know, oftentimes, you know, there\u2019s, there\u2019s one thing if you, if you keep digging, can make a real dramatic impact on the ultimate, you know, success of the workflow that you\u2019re trying to create, or the campaign that you\u2019re running. Yeah. That\u2019s a great story. I love that you. If you had a couple of takeaways for the, for the audience, what would they be?<\/p>\n<p><strong>Kasper Sierslev:<\/strong>\u00a0I mean, the first one is, is if you are a creative guy, I would start looking at a structure for coming up with ideas. There are a lot of great message to that. So that\u2019s like, that\u2019s for the creative people, it\u2019s demystifying the inspiration part. I mean, I\u2019m not saying that you shouldn\u2019t look for inspiration, it\u2019s just, what I can see is if you sit down, put your phone away, shut your computer, put out a piece of paper, because if it works with a black ink marker, I know it\u2019s, I\u2019m so old fashioned, but if it works with a black ink marker on a white piece of paper, and you can see that this is a great idea, it will look amazing when you bring in photographers, AI, whatever, industrialized magic, and do everything. So that\u2019s for the creative people. Start doing those a hundred ideas, and you will do great stuff. The rest is try, if you\u2019re building an in-house agency, I think the next thing would be, look at what the agencies are doing. Look at those flows. You know, the, having the project managers or task managers handling things. Have the specialists do what they do best, but don\u2019t make them, don\u2019t force \u2019em into too many meetings, don\u2019t swamp them in background knowledge and so on, and don\u2019t make them do, you know, all the things that they\u2019re not good at. Then look at, you know, maybe you have production people, or you have activation people. Try to set it up like, like a flow, like most agencies would actually do. That\u2019s why I see most in-house agencies fail. So, and then the last one I think would, would be, you know, look for the human, the human problem. Dig, dig a bit deeper. If something, if something strikes you as \u201cThat can\u2019t be right,\u201d then it\u2019s probably not.<\/p>\n<p><strong>Jeff Tomlin:<\/strong>\u00a0Yeah. Yeah.<\/p>\n<p><strong>Kasper Sierslev:<\/strong>\u00a0So, so, so back to the ring sizer idea, I would say, you know, it, it\u2019s okay to doubt things, because I mean, that\u2019s where you, you find the great stuff sometimes.Importance of structure, creativity, and digging deeper for success.<\/p>\n<h2><strong>Kasper Sierslev\u2019s Giveaway to Conquer Local Podcast Listeners\u00a0<\/strong><\/h2>\n<p><strong>Jeff Tomlin:<\/strong>\u00a0Yeah. Love it. I think we, I think we have a giveaway, or a landing page that\u2019s been created too, so that people can access your e-book.<\/p>\n<p><strong>Kasper Sierslev:<\/strong>\u00a0Yeah, I put the entire book up on a page for you, so yeah, so you can have it as a PDF, and you can just download the app. It\u2019s completely free. There\u2019s no strings attached at all. I don\u2019t even have to, you don\u2019t even have to fill in your name or number, or something like that.<\/p>\n<p><strong>Jeff Tomlin:<\/strong>\u00a0That\u2019s awesome. And we\u2019ll put the link underneath the episode. Kasper, it\u2019s been an absolute pleasure spending a few time, a few minutes with you, and chatting about the creative teams. If people wanted to continue the conversation and get ahold of you, how do they reach you?<\/p>\n<p><strong>Kasper Sierslev:<\/strong>\u00a0They can reach me at Zites.agency, or they can go to the book, the book called \u201cWin-Win House,\u201d win-win-house.com, and they can, I just had it here. And they can, yeah, they can, they can read more about the book, and they can also find us there.<\/p>\n<p><strong>Jeff Tomlin:<\/strong>\u00a0Awesome. Kasper, it\u2019s been an absolute pleasure. Thank you so much for taking time out of your, at the end of your very busy day out in Copenhagen.<\/p>\n<p><strong>Kasper Sierslev:<\/strong>\u00a0No problem. I find inspiration in talking to, to people like you, with\u2026 Yeah. So, it\u2019s really been a pleasure to, to be here.<\/p>\n<p><strong>Jeff Tomlin:\u00a0<\/strong>Yeah. And likewise from our end. I hope, I hope that we can do this again sometime down in the future. You can come back, and share more anecdotes with us. Pleasure getting to know you a little bit, and best of luck to you.<\/p>\n<p><strong>Kasper Sierslev:<\/strong>\u00a0Thank you.<\/p>\n<h3>Conclusion<\/h3>\n<p><strong>Jeff Tomlin:<\/strong>\u00a0Really interesting guy, and great lessons and anecdotes there. The first takeaway is explaining creativity through Structure. I liked how Kasper said that creativity can be structured and optimized. By developing processes and workflows, creatives can enhance productivity and generate a multitude of ideas using tools like A.I. This encourages creative individuals to explore structured approaches to their work. I like how he said, \u201cDevelop 100 ideas, and out of these 100 ideas, some of them have to be decent.\u201d<\/p>\n<p>The second takeaway is to Build an Effective In-House Agency, Kasper said it\u2019s important to understand specialists\u2019 roles within the agency. He advises against overwhelming creatives with unnecessary meetings and tasks outside their expertise. Building an in-house agency should involve optimizing processes and recognizing the strengths of each team member to ensure efficiency and creativity. Where the specialists don&#8217;t exist internally, <a href=\"\/partners\/\">Vendasta&#8217;s partner program<\/a> fills the gap with fulfillment you can put your own brand on.<\/p>\n<p>If you\u2019ve enjoyed\u00a0<strong>Kasper Sierslev\u2019s<\/strong>\u00a0episode discussing\u00a0<strong><em>In-house Marketing\u00a0\u00a0<\/em><\/strong>keep the conversation going and revisit some of our older episodes from the archives: Check out\u00a0<strong>Episode 630: Engaging Customers through Compelling Content\u00a0<\/strong>with<strong>\u00a0Rish Bhandari\u00a0<\/strong>or<strong>\u00a0Episode 616: The Evolution of B2B Content Marketing\u00a0<\/strong>with<strong>\u00a0Edward Purmalis<\/strong><\/p>\n<p>Until next time, I\u2019m Jeff Tomlin. Get out there and be awesome!<\/p>\n<p>[\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section]<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Are you ready to be inspired by an accomplished and versatile marketing professional? Join us on the\u00a0Vendasta Conquer Local Podcast\u00a0as we welcome\u00a0Kasper Sierslev, Chief Commercial and Creative Officer at Zite. With a remarkable career, including collaborations with global giants like Apple, Lego, and Mars, Kasper\u2019s expertise in building and guiding in-house creative departments is unparalleled. [&hellip;]<\/p>\n","protected":false},"author":161,"featured_media":23396251,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_et_pb_use_builder":"on","_et_pb_old_content":"","_et_gb_content_width":"","footnotes":""},"categories":[1864],"tags":[],"silo":[3034],"class_list":["post-23396248","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-podcasts"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v28.3 (Yoast SEO v28.3) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>How to Build a High-Performing In-House Agency<\/title>\n<meta name=\"description\" content=\"Kasper Sierslev, author of Moving In-House, shares the secrets to building and leading a high-performing in-house agency for maximum efficiency and execution, drawing on his work with Apple and Lego (Ep. 703).\" \/>\n<meta name=\"robots\" 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