Having creatives that understand branding, as well as marketing and business goals (like me!) makes sense.
Uber's latest 'rebrand' whether you like it or not, I don't particularly, was all done in-house. Sure they sought advice but ultimately decided to hire the right people who understood the creative process and yet were deeply embedded and invested in the companies own strategic goals. Clever.
I work with creatives each day and my appreciation and understanding of good design - teamed with my strategic marketing and brand savvy is more suited to in-house versus an agency environment. Let me explain why.
While I believe creative agencies foster creativity, the reality is that creatives often work long hours (drink and party hard) and churn and burn through design briefs that client's push - always thinking "they know best." Creativity can get stifled, and consequently sales/client goals might suffer. Let me also add that I used to work for one of the biggest creative advertising agencies in Australia and looked after one of the biggest brands in Australian banking, so I speak from experience.
Think about the people you hire versus outsourcing to 'experts'. Who could provide more value and a better understanding of your organisation's goals long-term?
Check out this great article about Uber hiring creatives in-house versus outsourcing to agencies.