The In-House Club
The In-House Club
Podcast Description
The In-House Club is a podcast about the people behind the PowerPoint, the pitch, and the panic. It’s where the creative leads, brand builders, and content wizards of the in-house world come to talk shop.
Once dismissed as the place where good ideas go to die—or at least to get resized—today’s in-house teams are doing award-winning work, shaping brand strategy, and rethinking how creative gets made.
Each episode is a casual conversation with the people actually doing it. No jargon. No posturing. Just honest talk about briefs, bottlenecks, and the occasional breakthrough.
Podcast Insights
Content Themes
The podcast covers themes revolving around in-house creativity, brand strategy, and the evolution of internal teams. Episode topics include discussions on hybrid in-house models featuring guests like Marcel Kleiner, who share insights on performance marketing and the balance between internal ownership and external support, as well as the growth of in-house studios within large corporations like Arla Foods.
The In-House Club is a podcast about the people behind the PowerPoint, the pitch, and the panic. It’s where the creative leads, brand builders, and content wizards of the in-house world come to talk shop.
Once dismissed as the place where good ideas go to die—or at least to get resized—today’s in-house teams are doing award-winning work, shaping brand strategy, and rethinking how creative gets made.
Each episode is a casual conversation with the people actually doing it. No jargon. No posturing. Just honest talk about briefs, bottlenecks, and the occasional breakthrough.
In this episode of The In-House Club, Kasper sits down with Dave Laing, former head of Scotiabank’s in-house agency Lighthouse. Dave helped grow Lighthouse from a mixed group of ~30 creatives to a nearly 100-person in-house agency inside a 90,000-employee bank – with design, motion, production, ops and AI all under one roof.
This conversation isn’t about “AI will replace us”.
It’s about how AI changes who we need in-house and what those people actually do.
We talk about:
The end of classic roles?
Why Dave thinks the copywriter and art director labels are on the way out – and why schools should start training generalist creative directors from day one: people who can think, write, visualise and curate AI output.The rise of the campaign designer
A new kind of in-house role that takes the core idea and designs how it lives across all channels and formats – from out-of-home to six-second bumpers – before it goes into pure production.AI as creative amplifier, not magic wand
Mockups, versions, localisations and “things we never had budget for before” vs. the danger of calling platform-optimised Franken-ads “the best creative”.Internal vs. external AI
How agencies currently have more freedom with tools – and why in-house might win long-term with secure, brand-trained agents that actually know the business, the tone and the ecosystem.Fixing briefs instead of complaining about them
Using AI for debriefing, better intake and structured briefing – and why you still need strategists and planners to put human insight, timing and cultural nuance into the system.Tone-of-voice models and brand AI
How small companies and big brands can use custom GPTs and ToV tools so non-copywriters can still write on-brand decks, emails and product pages.Sea of sameness vs. human fingerprints
Why brands risk all looking the same if nobody owns story, taste and culture – and why imperfections, tactile work and real-world experiences might become the new luxury.
If you’re leading or working in an in-house team and trying to work out how AI reshapes your org, your roles and your value, this episode will give you a vocabulary – and a few warnings.
Guest
Dave Laing – former Head of Creative & Content / Lighthouse, Scotiabank
Disclaimer
This podcast’s information is provided for general reference and was obtained from publicly accessible sources. The Podcast Collaborative neither produces nor verifies the content, accuracy, or suitability of this podcast. Views and opinions belong solely to the podcast creators and guests.
For a complete disclaimer, please see our Full Disclaimer on the archive page. The Podcast Collaborative bears no responsibility for the podcast’s themes, language, or overall content. Listener discretion is advised. Read our Terms of Use and Privacy Policy for more details.