In addition to creative people, such an in-house agency would be unlikely to lure top planners, who add a vital element to the creative process: consumer insight.

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Usually, account planning, the function responsible for gleaning consumer insight and inspiring creative ideas, is the purview of the ad agencies alone.

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Creative problem solvers and people who can code or generate insight from data sets will be in high demand.

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Most creative directors I know are problem solvers, valued for an ability to translate an insight into an idea.

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They take lots of complicated and sometimes conflicting information, then using data and insight, they find ways to communicate this in a simple, accessible, impactful and creative way.

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Of course, both moment-of-insight problems and nose-to-the-grindstone problems assume that we have the answers to the creative problems we're trying to solve somewhere in our heads.

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