B
Evidence Grade B
Graded
accuracy verified by the review judge
Safe to Cite
Recent
66%
66% -- internal creative role adoption rate for Companies (2025)
66% of surveyed companies now have internal creative or operational roles.
Attribution:
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Lighthouse Research Team
Last verified:
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Source verified
Evidence graded
Value
66%
Unit
Percentage
Data Vintage
2025
Entity
Sample Size
1,000
Evidence Quality
B
Strong, reliable evidence
Sourced from a well-regarded research firm or industry leader with transparent methodology and a reasonably large sample.
Single source - not yet corroborated
Score breakdown
Extraction
95
Source Trust
60
Citation Chain
20
Independence
30
Methodology
45
Freshness
95
Source
ZITE
Primary
Tier A
https://zite.agency/inzites/the-hybrid-reality ↗
Source Article
The Hybrid Reality — ZITE
The Hybrid Reality
Why On-Site Agencies Are Winning the Middle Ground
We often frame the creative setup as a binary: in-house vs. external. But the best-performing setups in our 2025 In-House Barometer reveal a different truth.
The most effective model isn’t either/or — it’s both-and. And more often…
Original Research
ZITE
· Original study ↗
Methodology
ZITE 2025 In-House Barometer survey of 1000+ companies; measures share of companies with internal creative or operational (in-house marketing) roles. Geography not specified.
Methodology documented
Segmentation
Industrymarketing
Cite this stat
Plain Text
Companies: 66% internal creative role adoption rate. Source: ZITE (2025). Via Lighthouse Intelligence -- https://lighthousedata.io/data/companies-internal-creative-roles-2025
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<blockquote cite="https://lighthousedata.io/data/companies-internal-creative-roles-2025" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>66%</strong> -- internal creative role adoption rate for Companies<br><small>Source: ZITE (2025) · <a href="https://lighthousedata.io/data/companies-internal-creative-roles-2025" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
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