Explore every episode of the podcast The Future of In-House Creative Leadership

This time, I’m joined by Greg Logan, founder of Narrativity and author of Creating a Blockbuster Brand. Greg has had one of those careers that's genuinely difficult to put in a box. He started in advertising, became creative director of Leo Burnett Milan at 25, went on to win a Cannes Lion for advertising, a MIPFormats award for television, and a Crystal Bear at the Berlin Film Festival.

For over 30 years the world's biggest brands - Adobe, Google, Virgin, Qantas, Diageo, Forbes - have turned to him to build stronger stories. In 2019 he brought all of that together and founded Narrativity, a consultancy that uses Hollywood's proven storytelling formulas to help brands connect, cut through, and grow. And he's just released his book, Creating a Blockbuster Brand.

Storytelling is even more important than ever so I am really pleased to have Greg join me to look at storytelling for brands but also storytelling for you to have more creative influence. 

----------

We offer a FREE Insider membership with access to our job board, learning resources and community updates — all designed to support you in your in-house leadership journey.

If you’re curious more info is here: https://theinsideout.community/insider/

This time I'm joined by Kerry Matto, Global Creative Studio Ops Manager at Just Eat. Kerry leads the global in-house creative studio across London, Amsterdam, and vrot-swaaf (Wroclaw) - a team handling around 2,000 briefs a year across brand campaigns, BAU, local market adaptations, and everything in between.

With a background spanning fashion, animation, and creative production, and previous stints at Dr. Martens, Ted Baker, and Liberty, Kerry brings a deeply operational lens to in-house creative leadership: how you build the systems, governance, and team culture that let great work happen consistently at scale. 

Kerry and her team are taking the lead with the implementation of AI so I wanted to get her on the podcast to hear all about that too.

----------

We offer a FREE Insider membership with access to our job board, learning resources and community updates — all designed to support you in your in-house leadership journey.

If you’re curious more info is here: https://theinsideout.community/insider/

This time I'm joined by Steve Peck, VP of Creative at Comcast. Steve has spent over 20 years building brands people love - from his early days at R/GA on Nike, to BBH New York where he created Google's first-ever national TV campaign, including the 'Dear Sophie' spot named Time Magazine's number-one commercial of the year.

He went on to lead creative at agencies including Anomaly, consult in-house at Apple, Meta, and Spotify, and most recently led Pinterest's award-winning House of Creative - a 50-plus-person in-house agency - before taking on his current role building Comcast's in-house creative agency from the ground up. 

----------

We offer a FREE Insider membership with access to our job board, learning resources and community updates — all designed to support you in your in-house leadership journey.

If you’re curious more info is here: https://theinsideout.community/insider/

This time I'm joined by Lara Vandenberg, Founder and CEO at Assemble. Born and raised in Sydney, Australia, Lara moved to New York and spent a decade leading marketing and communications at some of the world's fastest-growing tech companies. Named to both the Forbes 30 Under 30 and B&T 30 Under 30 lists for innovation in advertising, she went on to found Assemble: an enterprise platform and marketplace of over 50,000 creative, production and marketing professionals that helps Fortune 500 brands operationalise their entire contingent workforce.

Lara is sitting at the intersection of marketing, talent and technology so I wanted to get the view from her vantage point and what the future of in-house creative teams looks like from there?

I also want to say that this is not a sponsored or paid for episode, currently I don’t have anyone on the podcast unless they have an interesting, valuable, story to tell.

----------

We offer a FREE Insider membership with access to our job board, learning resources and community updates — all designed to support you in your in-house leadership journey.

If you’re curious more info is here: ⁠https://theinsideout.community/insider/⁠

This time, I am joined by Margherita Orsini, who has just wrapped up her role as Director of the Creative Studio at a major flavour house to start a new - brand leadership role in the pharmaceutical industry.

Over the past decade, Margherita has led and evolved large in-house creative teams, bringing agency-level quality and strategic rigor into their internal operations.

In just three years, Margherita successfully transformed her team from a basic design production unit into a strategic, "agency-quality" powerhouse, bringing all major campaign and brand work entirely in-house.

Margherita says “I believe that most brand problems are organisational problems in disguise.”

A firm believer that creative leaders must master business strategy to break the "glass ceiling", Margherita is here to share her invaluable insights on navigating corporate change and elevating the role of in-house creative teams.

----------

We offer a FREE Insider membership with access to our job board, learning resources and community updates — all designed to support you in your in-house leadership journey.

If you’re curious more info is here: https://theinsideout.community/insider/

This time I am joined by Robert Berkeley the CEO of EKCS Group - a business that sits right at the intersection of marketing operations, technology, talent and outsourcing. He has a genuinely global perspective on how organisations are building and running their creative capabilities, and has been a champion of in-house creative teams long before me!

June and July is conference season, and this year it's been a big one. Cannes Lions in France, the ANA In-House Agency Conference in California, MAD//Fest in London. Between us, Robert and I have been across all three so I wanted Robert to join me so we can start looking at the sessions, the conversations and the patterns emerging across all of them.

So this episode is us comparing notes on what we actually saw and heard, both on stage and the conversations being had 1-1. And what it means for you as an in-house creative leader.

----------

We offer a FREE Insider membership with access to our job board, learning resources and community updates — all designed to support you in your in-house leadership journey.

If you’re curious more info is here: https://theinsideout.community/insider/

This time I am joined by Amale Ghalbouni, strategist, author, keynote speaker, and founder of The Brick Coach.

Amale has built a career at the intersection of creativity, leadership, and organisational change - working across industries to help in-house creative leaders move from reactive firefighting to intentional, strategic risk-taking. She's now channelling almost two decades of that experience into her upcoming book, Experimental: The restless leader's field guide for building high performing, change-ready teams. 

At a moment when in-house creative teams are under real pressure to prove their strategic value, to do more with less, and to lead through uncertainty, Amale's thinking feels urgently relevant. 

----------

We offer a FREE Insider membership with access to our job board, learning resources and community updates — all designed to support you in your in-house leadership journey.

If you’re curious more info is here: https://theinsideout.community/insider/

5in5 is our new mini video series interviewing our Inside Out® Visionary Members.

Five minutes. Five questions. About their world, their work, and what in-house creative leadership really looks like, right now.

This time I am joined by Richard Letterman, Executive Creative Director at TomTom.

-----------------------

We offer a FREE Insider membership with access to our job board, learning resources and community updates — all designed to support you in your in-house leadership journey.

If you’re curious more info is here: https://theinsideout.community/insider/

-----------------------

A big thank you to Ride Shotgun, a brand and activation agency and partner of the Inside Out® Community, for producing our 5in5 series. 

This time I'm joined by Jesse Krinsky, Founder and Lead Consultant at In Focus Consulting.

Jesse has spent more than 20 years working inside the problems he now helps others solve - leading creative operations at The Economist Group and Thermo Fisher Scientific, and consulting for brands including Samsung, Coca-Cola, Johnson & Johnson, Ralph Lauren and Prudential. He's also the host of the Creative Ops Compass podcast, where he tackles the operational challenges that cost in-house creative teams time, money and strategic influence.

Jesse is based in the northeast US and is joining us today as Inside Out's first US advisor and local ambassador!

----------

We offer a FREE Insider membership with access to our job board, learning resources and community updates — all designed to support you in your in-house leadership journey.

If you’re curious more info is here: https://theinsideout.community/insider/

In-house creative leadership is changing - rapidly so with AI.

I've been running this podcast for two years and building the Inside Out® Community for three years and I promise you, no one is geeking out on this topic more than I am...and this is what I'm seeing.

-----

We offer a FREE Insider membership with access to our job board, learning resources and community updates - all designed to support you in your in-house leadership journey.

If you’re curious more info is here: https://theinsideout.community/insider/


This time, I’m joined by Laurence Stoffel - design leader and creative strategist who was formerly Global Head of Creative Studio at On.

Laurence had spent over a decade building and leading On’s global in-house creative studio, helping transform the brand from a niche running company into a culturally relevant, globally recognised brand. During that time Laurence scaled the creative team from 1 to a 100+ global force creating one of Europe’s most respected in-house creative teams, and helping drive the brand to its IPO. 

With over 15+ years dedicated to building teams, creative vision, and scalable systems, Laurence says she thrives in chaos. She knows how to create the systems and culture required to keep creative integrity whilst being in hyper-growth mode, AND turn creativity into durable, conscious brand value.

----------

We offer a FREE Insider membership with access to our job board, learning resources and community updates — all designed to support you in your in-house leadership journey.

If you’re curious more info is here: https://theinsideout.community/insider/

5in5 is our new mini video series interviewing our Inside Out Visionary Members.

Five minutes. Five questions. About their world, their work, and what in-house creative leadership really looks like, right now.

This time I am joined by James North, Creative Director at Tentbox.

-----------------------

We offer a FREE Insider membership with access to our job board, learning resources and community updates — all designed to support you in your in-house leadership journey.

If you’re curious more info is here: 

A big thank you to Ride Shotgun, a brand and activation agency and partner of the Inside Out® Community, for producing our 5in5 series. 

This time I'm joined by Visha Kudhail, Global Marketing Executive, author and speaker. With a career spanning some of the world's most iconic tech and media brands - including Thinkbox, Google, Pinterest and Square UK - Visha has spent two decades building marketing functions from the ground up and repositioning brands under pressure.

She is a BIMA 100 Champion for Change, winner of Best Leader in Marketing (Brand) at the 2022 Global Women in Marketing Awards, and a co-founder of the FUTURES Network for women in the industry. Her debut book, Authentic Marketing, will be published in June 2026. 

-----------

We offer a FREE Insider membership with access to our job board, learning resources and community updates — all designed to support you in your in-house leadership journey.

If you’re curious more info is here: https://theinsideout.community/insider/

5in5 is our new mini video series interviewing our Inside Out Visionary Members.

Five minutes. Five questions. About their world, their work, and what in-house creative leadership really looks like, right now.

This time I am joined by Harshil Varsani, Brand & Creative Director at CredAbility

-----------------------

We offer a FREE Insider membership with access to our job board, learning resources and community updates — all designed to support you in your in-house leadership journey.

If you’re curious more info is here: https://theinsideout.community/insider/

A big thank you to Ride Shotgun, a brand and activation agency and partner of the Inside Out® Community, for producing our 5in5 series. 

This time I am joined by Nick Law, Creative Strategy & Experience Lead for Accenture Song. Accenture Song is the global experience and innovation unit of Accenture that brings together creativity, technology, strategy, and data to help brands reimagine themselves for a rapidly changing world.

Nick has spent more than three decades working at the intersection of creativity, technology, and design - holding leadership roles across agencies, technology companies, and global brands. Before joining Accenture Song, he was Vice President of Marcom Integration at Apple and previously served as Global Chief Creative Officer at R/GA, helping to shape some of the most influential digital creative work of the last two decades.

Across his career he has worked with brands including Nike, Samsung, HBO and Google, and has twice been named in Ad Age’s Creativity 50 list of the world’s most influential creative people.

We offer a FREE Insider membership with access to our job board, learning resources and community updates — all designed to support you in your in-house leadership journey.

If you’re curious more info is here: https://theinsideout.community/insider/

5in5 is our new mini video series interviewing our Inside Out Visionary Members.

Five minutes. Five questions. About their world, their work, and what in-house creative leadership really looks like, right now.

This time I am joined by Kevin O'Shea, Global Content & Creative Director at Johnson Controls

-----------------------

We offer a FREE Insider membership with access to our job board, learning resources and community updates — all designed to support you in your in-house leadership journey.

If you’re curious more info is here ⁠https://theinsideout.community/insider/⁠

A big thank you to Ride Shotgun, a brand and activation agency and partner of the Inside Out® Community, for producing our 5in5 series. 

This time, I am joined by Lee Bofkin, Co‑Founder & CEO of Global Street Art, Europe’s leading mural and hand-painted advertising company.

Lee's journey spans unconventional beginnings in breakdancing and finance to earning a PhD in Evolutionary Mathematics from the University of Cambridge.

Eventually, Lee co-founded Global Street Art, whose in-house gallery is an out of this world extensive visual archive. Lee talks about how urban creativity can inspire brands which is why he is the Inside Out Community’s official ‘inspiration partner’, so of course I wanted him to join me on the podcast - not only for his creativity but also to talk about how a brand’s archives can be source of inspiration.

We offer a FREE Insider membership with access to our job board, learning resources and community updates — all designed to support you in your in-house leadership journey.

If you’re curious more info is here https://theinsideout.community/insider/

5in5 is our new mini video series interviewing our Inside Out Visionary Members.

Five minutes. Five questions. About their world, their work, and what in-house creative leadership really looks like, right now.

This time I am joined by Emily Hawkerr, Creative Lead at Save the Children UK.

-----------------------

We offer a FREE Insider membership with access to our job board, learning resources and community updates — all designed to support you in your in-house leadership journey.

If you’re curious more info is here ⁠⁠https://theinsideout.community/insider/⁠⁠

A big thank you to Ride Shotgun, a brand and activation agency and partner of the Inside Out® Community, for producing our 5in5 series. 

This time, I’m joined by Ekaterina Solomeina - designer, creative entrepreneur, educator, and Co-Founder of Future London Academy.

For 20 years, Ekaterina worked as a creative and design director in agencies and in-house with icons like Michael Wolff and Donatella Versace and co-wrote a book about British Design.

In 2013, she co-founded Future London Academy – a global executive school for creative leaders. Future London Academy's alumni are now thriving in the boardrooms as Chief Creative Officers and lead creative teams at the most iconic companies, including Apple, ECCO, WPP and BMW.

Rather than focusing on one discipline or one industry, Ekaterina sits in a unique position: she sees patterns across design, creativity, business and leadership - globally, and over time.

-----------

We offer a FREE Insider membership with access to our job board, learning resources and community updates — all designed to support you in your in-house leadership journey.

If you’re curious more info is here https://theinsideout.community/insider/

5in5 is our new mini video series interviewing our Inside Out Visionary Members.

Five minutes. Five questions. About their world, their work, and what in-house creative leadership really looks like, right now.

This time I am joined by Imogen Almond, Head of Creative at Innocent Drinks.

-----------------------

We offer a FREE Insider membership with access to our job board, learning resources and community updates — all designed to support you in your in-house leadership journey.

If you’re curious more info is here https://theinsideout.community/insider/

A big thank you to Ride Shotgun, a brand and activation agency and partner of the Inside Out® Community, for producing our 5in5 series. 

Sudarshan “Sudi” Waghmare is Global Head of Brand and Creative at Bitpanda, where he leads the company’s global brand strategy, creative direction and visual identity. With a background spanning international agency roles, in-house leadership and creative education, Sudi’s blends strategic thinking with craft-driven execution and fearless experimentation. 

This episode is structured slight differently as last time I spoke to Sudi he had some questions he wanted to ask me...so this episode is going to be a mash up!

We offer a FREE Insider membership with access to our job board, learning resources and community updates — all designed to support you in your in-house leadership journey.

If you’re curious more info is here https://theinsideout.community/insider/

This time, I am joined by Matthew Knight, founder of The Independency Co., a platform of projects supporting freelancers, and those who work with freelancers.

With a background spanning digital, creative and media agencies, as well as brands such as LEGO and Klarna, Matthew works with organisations looking for strategic clarity, but perhaps most notably, he has spent the last ten years supporting freelancers and is passionate about improving the relationship between hirers and independent workers to create a more supported and sustainable way of working.

-------

We offer a FREE Insider membership with access to our job board, learning resources and community updates — all designed to support you in your in-house leadership journey.

If you’re curious more info is here https://theinsideout.community/insider/

In this episode, I am joined by Katie Rosen, Global Head of Creative at Gousto. Katie is a seasoned creative leader with over 20 years of experience leading in-house creative teams across iconic brands. Previously, she has led global creative at innocent drinks and held senior roles at The Football Association and the Natural History Museum.

With a background in typography, graphic communication, and coaching, Katie is passionate about building inclusive, high-performing creative teams.  She specializes in shaping brand experiences across campaigns, packaging, print, digital, social, and events, while nurturing a culture of creativity, collaboration, and strategic impact within organizations. She’s particularly focused on using creativity to deepen customer relationships – driving loyalty, advocacy, and connection across the full customer journey.

--------

We offer a FREE Insider membership with access to our job board, learning resources and community updates — all designed to support you in your in-house leadership journey.

If you’re curious more info is here https://theinsideout.community/insider/


In this bonus episode, I’m joined by my co-founder and business partner, Sarah Halfpenny, Head of Community, Events, and Awards at the Inside Out Community, to discuss the heritage of the awards, what makes them different, and how to put together a standout entry.

The Inside Out® Awards - the only independent, accredited awards recognising in-house creative excellence across the globe - are officially open for entries.

Originally created in 2013 to champion, celebrate, and recognise the business impact of in-house creative teams on their brands, in the decade since their launch, the Inside Out® Awards have become a go-to destination for in-house creative teams to celebrate and showcase their work. 

Regardless of team set-up, size, location, budget or resource, our inclusive award categories give a wide range of opportunities for in-house creative teams to gain the external and internal recognition they deserve. 

Sarah has been at the heart of the awards journey from the very early days. So if you're part of an in-house creative team, whether you're small, mighty, global or growing, this episode is your inside guide to why these awards matter, how they work and how to tell your story in a way that truly lands.

--------

Learn everything you need to know about entering the Inside Out® Awards from our Awards Information Pack:

https://theinsideout.community/awards/how-to-enter#awards-info-pack

In this episode, I am joined by David Breckon, Creative Lead at Carta, a global fintech company helping businesses around the globe manage company ownership. Before moving in-house, David built his creative experience across agencies and freelance projects, working with a range of brands to translate complex ideas into compelling design and experience.

Since joining Carta, he’s been shaping a creative function that blends business strategy with user-focused design, helping the company scale visually and operationally. From designing seamless product experiences to building a team culture that balances creativity with impact, David shows how in-house teams can drive real business value.

-----

We offer a FREE Insider membership with access to our job board, learning resources and community updates — all designed to support you in your in-house leadership journey.If you’re curious more info is here: https://theinsideout.community/insider/

This time I am joined by Stephanie Melodia. Stephanie is a keynote speaker, growth strategist, MBA lecturer and host of the top business show, Strategy & Tragedy. 

As former CEO and founder of Bloom, an award-winning marketing agency, Stephanie has amassed a vast array of firsthand data points on entrepreneurship, funding, and growth - working with 100+ startups in just 5 years.

Her keynote on hacking luck explores the science behind stacking the odds in your favour, because luck isn't random; it's the result of optimistic thinking, strategic risk-taking, practising gratitude, and next-level resilience.

I wanted Stephanie to join me on the podcast to talk about how we can better embrace change, instill a more entrepreneurial approach - and to talk about the mindsets and tools we need for high energy motivated and innovative creative teams.

-----

We offer a FREE Insider membership with access to our job board, learning resources and community updates — all designed to support you in your in-house leadership journey.If you’re curious more info is here https://theinsideout.community/insider/

This time I am joined by Gareth Chilton, a seasoned professional specializing in the integration of AI within creative operations. Gareth is the founder of ManMachine, a consultancy specializing in MarTech for Creative Operations.

With over 20 years of experience in business transformation and two successful exits in the digital and MarTech sectors, Gareth helps organizations integrate people, process, and technology to optimize their MarTech stacks and operational efficiency. His expertise spans diverse marketing and consumer tech sectors, working with both startups and blue-chip clients globally.

As an advisor for the Inside Out Community, Gareth provides valuable insights into the evolving landscape of creative operations, emphasizing the integration of AI and automation to enhance creative workflows.

We offer a FREE Insider membership with access to our job board, learning resources and community updates - all designed to support you in your in-house leadership journey. If you’re curious more info is here:

https://theinsideout.community/insider/

Lauren Pleydell-Pearce is Chief Creative Officer at PwC UK, where she leads a multidisciplinary team of strategists and designers to solve complex challenges for their clients across brand, experience, and innovation.

For nearly two decades, Lauren has led creative teams at agencies and directed design for major brands like Audi, McDonald’s, Coca-Cola, Spotify, The Old Vic, and Volvo.

Her journey from agency to leading creative at a consulting firm gives her a unique insight into how to integrate design and creativity into business strategy.

Lauren is the author of PwC’s Growth Through Experience 2025 report — a fascinating look at how brands can unlock business growth with emotionally intelligent experiences. 

Download the report here: https://www.pwcresearch.com/uc/images/GrowthThroughExperience_2025.pdf

I will be diving into the findings to see what this all means for in-house creative leaders, and how we can shape the next generation of brand experiences by balancing emotional intelligence with artificial intelligence.

----

We offer a FREE Insider membership with access to our job board, learning resources and community updates — all designed to support you in your in-house leadership journey.

If you’re curious more info is here https://theinsideout.community/insider/

In this episode I am joined by Nicola Wardell, Managing Director of Specsavers Creative. Nicola brings over 20 years of experience leading creative, brand, and marketing teams for some of the world’s best-known brands. At Specsavers, she heads the in-house agency, driving creative strategy and award-winning campaigns that have helped shape the brand’s distinctive voice.

Before joining Specsavers in 2020, Nicola was Chief Client Officer at Havas and previously held senior leadership roles at GREY London, where she led on major clients including United Biscuits, GSK, and Pringles. Her career also includes directing internal and external teams to deliver a major brand re-launch for Airmiles, and agency-side roles with clients such as Gillette, Coca-Cola Enterprises, and Greene King.

Nicola is known for her collaborative leadership style, passion for mentoring, and commitment to building inclusive, high-performing teams. Her expertise in delivering impactful campaigns and nurturing creative talent has made her a respected leader in the industry.

---

We offer a FREE Insider membership with access to our job board, learning resources and community updates — all designed to support you in your in-house leadership journey.

If you’re curious more info is here https://theinsideout.community/insider/

This time, I’m joined by Lee Barnsley, Design Excellence Director at Reckitt — the company behind some of the world’s most recognised and trusted brands, including Dettol, Durex, Finish, Vanish and Nurofen.

At Reckitt, Lee is leading the transformation of design — building a global Design Excellence function that combines creativity, strategy, and technology to drive innovation, elevate brand experiences, and create measurable business impact. His mission is to make design not just beautiful, but influential as a driver of growth and differentiation across Reckitt’s global portfolio.

Before joining Reckitt, Lee held senior creative roles across global agencies, partnering with brands such as Nestlé, Mondelez, Unilever, and Heineken. His international career has taken him across Europe, Asia, and Australia, shaping his belief that great design happens at the intersection of cultural insight, empathy, and innovation.

---

We offer a FREE Insider membership with access to our job board, learning resources and community updates — all designed to support you in your in-house leadership journey.

If you’re curious more info is here https://theinsideout.community/insider/

It’s a slightly different episode this time, but I thought you might enjoy hearing the common themes that have come up for our Inside Out® members this year, the macro trends and challenges I have been observing and….my predictions for 2026!

Access our Pathway by signing up to our FREE Insider membership here https://theinsideout.community/membership/

Have a great festive break and thank you for listening!

🎄

Carol Feeley, Head of Creative at Ocado Retail, leads a team of over 30 creatives spanning motion, copy, design, and beyond.

With over 15 years of experience, she has crafted award-winning campaigns for brands like Innocent Drinks, Disney, and Warner Bros. Carol is a trained coach and an advocate for inclusive creative leadership. She’s known for her slightly rebellious nature, always pushing boundaries to deliver unexpected and impactful work.

----

We offer a FREE Insider membership with access to our job board, learning resources and community updates — all designed to support you in your in-house leadership journey.

If you’re curious more info is here https://theinsideout.community/insider/

Mali Okoi-Obuli is the founder of OURHouse, a global creative production house built for brands that think beyond borders. With hubs spanning London to Lagos, Miami to Madrid,

OURHouse champions creative production that is more open, more creative, and more diverse — collaborating across cultures to make creativity limitless. Before launching OURHouse, Mali was Global Senior Manager and Executive Producer at adidas, overseeing global campaigns for football, adidas by Stella McCartney, training, sportswear, and more. She is passionate about reframing production as a strategic, creative force — protecting ideas, solving problems, and driving cultural impact at every stage of execution.

-----

We offer a FREE Insider membership with access to our job board, learning resources and community updates — all designed to support you in your in-house leadership journey.

If you’re curious more info is here https://theinsideout.community/insider/

This time I am joined by Andy Pearson, the VP of Creative at Liquid Death, the billion-dollar canned water brand that has flipped the beverage industry on its head with dark humour, viral stunts, and cult-like storytelling.

Before joining Liquid Death, Andy honed his skills in top creative agencies, leading work for global brands at CP+B, Deutsch LA, and Humanaut. Since moving in-house, he’s helped build a creative culture that thrives on taking risks, making entertainment over ads, and treating Liquid Death as a character in its own right.

From collaborating with Martha Stewart on severed-hand candles, to producing coffin-shaped coolers and launching absurdly entertaining campaigns, Andy has shown how fearless creativity can fuel exponential 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

Luke Scheybeler (Skybehler), a renowned creative leader and brand strategist, best known as co-founder of the global sportswear brands Rapha and Tracksmith. At Rapha, he shaped the iconic aesthetic and storytelling that redefined cycling culture, before going on to launch Tracksmith, a premium running brand rooted in tradition and performance. Beyond founding brands, Luke has held creative leadership roles with the Swiss porivate bank Pic-tay Group and Publicis Sapient.

In the last few years Luke has founded a number of businesses as Chief Creative Officer/CMO.

Luke believes creativity thrives when CEOs and creatives work hand-in-hand. With a career dedicated to building brands with cultural narratives, Luke continues to explore how creativity drives business, brand, technology and culture.

-----

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

I joined Nish on his CreativeOps Podcast earlier this year. to deep dive on our Pathway model. (If want to know a bit more about Nish Patel then check out episode 19. )

You can download our Inside Out® Pathway for free here -

https://theinsideout.community/resources/the-inside-out-pathway

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.

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

This time I am joined by Shawn Perritt, VP of Brand Strategy & Creative at Acquia, where he leads all global creative functions for the company. With over 15 years of experience on both the agency and brand side, Shawn has shaped creative strategy for world-class brands including Microsoft, IBM, Coca-Cola, Kahlua, and Mercedes-Benz.

Shawn is known for his belief that a great brand should drive every part of business and culture, blending strategic insight with creative excellence. His work has been recognised by industry benchmarks such as the D&AD, One Show, Communication Arts, Webby Awards, and Graphis. Prior to Acquia, Shawn held creative leadership roles at agencies and consulted for major brands, always championing the intersection of creativity and commerce.

---

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

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

In this episode I am joined by Christie Gray, the Creative Director and Design Lead at OVO - but soon to join Kimberly Clarke.

Christie has over 12 years of experience in brand, packaging, advertising, and experiential design across multiple industries including FMCG, energy, and fashion. Before that, Christie co-founded FreshStudio, an independent design and 3D moving image company, and held positions at Clarks and Taxi Studio.

---

In our 2024 report we outlined why I believe we are in the beginnings of a fourth wave of in-housing creativity.

Download the report for FREE here.

In this episode I am talking to James Verity, who is the Creative Director at The Jamie Oliver Group, leading the creative vision for one of the most recognised names in food and lifestyle.

With 25 years of experience in the creative industry, James is known for his ability to blend storytelling with innovative design to create engaging brand experiences.

Before going in-house James founded his own creative agency, Superfantastic, which specialised in brand, design and digital to visualise and communicate what makes brands special. Some of the brands James worked on included Intercontinental Hotel Group, Pernod Ricard, Contiki, Penguin Random House and Bikeability.

At The Jamie Oliver Group, he has been instrumental in developing campaigns that promote sustainability and healthy living as well as culinary creativity.

James has an unwavering commitment to excellence, collaboration and storytelling which is why he was one of our judges for the Inside Out® Awards in 2024.

---

In our 2024 report we outlined why I believe we are in the beginnings of a fourth wave of in-housing creativity.

Download the report for FREE here.

In this episode I am joined by Hugo Timm, an accomplished creative leader and branding expert who currently serves as the  Senior Creative Director at Frontify, a leading brand management platform. With a career spanning agencies and in-house roles, Hugo has built a reputation for his innovative approach to branding—one that champions flexibility, adaptability, and collaboration.

In his role at Frontify, Hugo has been instrumental in shaping the company's brand evolution, recently leading the launch of their rebranding efforts. His unique jazz-influenced perspective challenges traditional notions of rigid brand rules and embraces the dynamic, ever-changing nature of modern branding.

When he’s not driving creative strategies, Hugo is passionate about empowering teams, fostering collaboration, and rethinking how brands interact in a world full of opportunities for connection and reinterpretation.

---

In our 2024 report we outlined why I believe we are in the beginnings of a fourth wave of in-housing creativity.

Download the report for FREE here.

In this episode I am talking to Jean Batthany, a purpose-driven Chief Creative Officer with over three decades of experience in advertising and marketing. Jean is known for her innovative approach to creative leadership and fostering diverse, collaborative teams.

Jean's impressive career includes leadership roles at Walmart as Chief Creative Officer and VP, Global Creative at Walt Disney Parks, where she led its in-house agency, Yellow Shoes. Her expertise in transforming in-house agencies into innovative digital-first creative centres of excellence has been widely recognised in the industry.

Jean's talent has earned her numerous accolades, including being named one of Business Insider's 30 Most Creative Women in Advertising. Her creative work has received multiple prestigious awards, including Addys, Cannes Lions, Clios, and Effies.

Currently, Jean works as a Fractional Chief Creative Officer, where she is able to collaborate with purpose-driven leaders to launch, grow and evolve their brands at the same time as pursuing her personal mission to make the world more equitable, sustainable, and beautiful.

---

In our 2024 report we outlined why I believe we are in the beginnings of a fourth wave of in-housing creativity.

Download the report for FREE here.