Guest Information

• Name: Emma Sexton
• Title: Founder & CEO
• Organization: Inside Out Community
• Expertise:
  • Creative leadership & in-house team strategy
  • Business impact of creativity
  • Brand storytelling & operations

Episode Summary
This episode started with a thought experiment—a LinkedIn post I wrote about how I would design an in-house creative team from scratch today. No legacy structures, no incremental tweaks—just a blank canvas and a chance to reimagine what’s possible.

That post sparked a conversation that resonated across the industry. Emma Sexton invited me onto her Inside Out podcast to take that idea further, and what followed was a deep, exploratory discussion about the creative team of the future.

How should we design teams not just to survive, but to thrive in an AI-powered, fast-moving world? How do we break free from old models and build something truly new?
This conversation is an invitation to step beyond the known, to break from outdated models, and to explore what’s possible when we treat creativity as a living system, not a fixed structure.

No rules. No assumptions. Just a blank canvas and the courage to ask: What if?

Key Takeaways

• The in-house agency model is fading fast :
  • In-house teams that position themselves as “internal agencies” are struggling to stay relevant.
  • The new model requires creatives to be embedded in business strategy, not just production.
• AI won’t replace creative teams, but bad strategy will :
  • AI can generate content at scale, but it can’t replace the human ability to tell meaningful stories.
  • The teams that survive will be the ones that learn how to balance AI-driven efficiency with human creativity.
• CMOs need to stop treating creativity as an expense:
  • Creativity isn’t a luxury—it’s a competitive advantage.
  • The best brands are the ones using storytelling to create deeper, emotional connections with audiences.
• Scaling storytelling is the new creative challenge:
  • AI allows for mass content creation, but how do you make sure it resonates?
  • The future belongs to creative strategists who know how to scale ideas, not just assets.
• The next decade of creative leadership will belong to the bold:
  • The most successful creative teams will be the ones that reinvent themselves before they’re forced to.
  • Now is the time to prove creative value, experiment with AI, and rethink the role of creativity inside organizations.