The Future of In-House Creative Leadership

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.

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.

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 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

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/

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.pdfI 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/

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/

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/

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

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-pathwayThe 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 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

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 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