Internal Agency Creation

Internal Agency Creation

Our approach to Internal Agency Creation


To meet the complex marketing needs of an increasingly digital world while simultaneously being challenged by shrinking budgets many businesses are building agency inspired functions within their marketing organizations.

We leverage our experience as both brand marketers and agency veterans to help brands not only find and hire the right talent to create these teams, but how to implement the processes, structure, and best practices to ensure their success.

We believe that in order for these types of transformations to stick, they have to be done from the inside out. This is why our first goal is to become part of the client’s team. We strategically bring in chameleons to play key roles on the team to help learn the nuances behind our client’s culture, capabilities, and level of maturity. 


Internal Agency Creation
Our skills and services


Business Assessment

Identifying the current landscape of your employees and business

Process Design

Defining workflow and the structure for the organization.

Business Assessment

Creating job profiles and building the right team

Training and Implementation

Providing resources for professional growth and success.

Operational Excellence

Developing the tools you need to succeed in and implementing them.

Our Approach Step 1


Every company is different — that’s why we become one with your culture.

We become an extension of your leadership team by taking a deep dive into your company and its culture through stakeholder conversations. Together we assess your current state: including the existing marketing/creative services team’s capabilities and processes, budgets, outline dependencies on external agencies and the operational/cost efficiencies of performing work in-house. The ultimate goal is to create a business assessment, recommendations and business case that clearly outline the ROI of bringing agency capabilities internally.


  • Business Assessment and Recommendations
    Through extensive stakeholder interviews, documentation reviews, brand assessment, and customer and market analysis, our team will identify and recommend a path forward for optimal operations.
  • Business Case
    Working alongside key stakeholders we will ensure that an internal agency function solves one more specific business need, the path to achieve those goals, and any cost or operational implications.

Our Approach Step 2


The results are only as good as the process.

As part of your team, we work to find efficiencies and develop workflows that adopt an agency model, enabling collaboration and clear ownership within integrated teams. This new approach will also ensure full visibility into consumer insights to create a well-informed, agile and nimble process.  Our team will document the workflow, identify systems needed to maintain a successful process and develop a plan of integration to help socialize throughout the organization.


  • Organizational Design
    Our team will provide your business with customized solutions for shaping cross functional teams. We leverage existing employees to form strong groups and will identify gaps in capabilities for training or open roles.
  • Process Playbook
    Customized processes are developed through a careful methodology of using agency best practices balanced with current state, ideal state, and capabilities. Example processes: Campaigns, Launches, Ongoing Marketing, Social, Omni-Channel Promotions, Marketing Sprints, Ad-Hoc Requests, Email
  • Integration Plan
    Teams are included in the process planning and once complete, are given macro and micro training sessions. Processes are rolled out with Chameleon oversight, allowing for ongoing training and process adjustment.

Our Approach Step 3


A good resume or portfolio is just the cost of entry.

Based on the needs of the organization, we work to develop job profiles that attract and retain the talent needed to build an internal agency. Relevant experience, talent, and a fit with company culture will ensure the best possible candidates. Creating a clear career progression that allows the existing team to develop and grow is an important part of that strategy.
Our team will assist in the recruiting process, as well as make recommendations on hiring. We identify and work with leaders within the internal organization we’re developing to build and guide their teams during the onboarding process.


  • Job Profiles
    Roles & Responsibilities are crafted for the new team structure to reflect new process. Leadership and HR collaborate with our team to ensure consistency
  • Talent Recommendations and Hiring
    Chameleon and client team work together to align on the feedback and recommendation for hiring, then provide support throughout the transition.
  • Talent Recruiting
    Our in-house recruiters work with both Chameleon and client team to identify the best talent match for completing the team.
  • Talent On-Boarding
    The Chameleon team will serve as a mentor and/or oversight on the new hire, onboarding them to the new process and setting accurate expectations.

Our Approach Step 4


Now that you have the tools and team you need, let us help you guide them to success.

We develop briefs to provide clear direction across lines of business, including documented training and briefing processes. This ensures everyone on the team is working from the same centralized documentation and established marketing calendar to meet the organization’s marketing needs.


  • Briefing Templates
    We create custom brief templates that enable your team to gather, test and communicate with focus and clarity. Example briefs: Product Fact Sheets, Research Briefs, Creative Briefs, Activation Briefs, Task Briefs, Debriefing Documents
  • Marketing Calendar
    Where relevant, we will provide you with templates for marketing communication across your organizations departments.
  • “How to write a brief” Training
    Our team will provide training for brief writers and those being briefed. We adapt to your team’s level of maturity and provide appropriate training based on your business’ capabilities and culture.
  • Talent On-Boarding
    The Chameleon team will serve as a mentor and/or oversight for all team members, onboarding them to the new process and setting accurate expectations.

Our Approach Step 5


Ongoing support through the transition.

We’re determined to take your organization to new heights by providing the ever-evolving resources and team to help you get there. As an extension of your team, our interim leadership can provide best-in-class mentoring and guidance to your newly established internal agency. We are able to develop tailor-made bootcamps to support continued growth and professional development for your team.


  • Global Omni-Channel Bootcamp
    Depending on the size of your business, we provide any level process training sessions for clarity across team locations. Global businesses will require a “bootcamp”, to include both macro and micro work sessions.
  • One-on-One Mentoring
    Our experts will have relationships with each team member and provide an open door policy to everyone on the team, to enable mentorship where needed and support retention goals.
  • Ongoing Professional Development
    We are your experts, on-demand, and are available for ongoing support for your team based on your unique needs.
Meet the team


Michael Kruse
Director Creative Services & Copywriter

Experienced Writer and Creative Operations Director for in-house agencies that have included Underwriter’s Laboratories, Sotheby’s Auction House and Condé Nast.

Tavis Salazar
VP Brand Strategy & Creative Director

Senior brand strategy executive leading creative direction across digital and traditional channels for both agencies and in-house creative teams.

Julie Mantis
Partner, Brand Strategy and Digital Marketing

Veteran Brand Strategist with deep proficiency in brand architecture articulation and providing teams with briefings and brand development oversight. Recent brand work: Jungle Island, World Airways, Bugaboo.

Case Studies

Relevant Experience

The following work represents a cross-section of our relevant experience:

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Our Story

We adapt. We scale. We help grow successful businesses.

Find out if Chameleon Collective is the right partner for you.