In this episode, I sit down with Marcel Kleiner, Global Head of Marketing at Saxo Bank, to talk about how their hybrid in-house model has grown over the years. What started as a small creative team has evolved into a fully functional internal agency—complete with designers, copywriters, editors, a trafficker, and even strategy and planning roles.

Marcel shares how they’ve built a setup that’s flexible, fast, and deeply connected to the business. They discuss the balance between internal ownership and external support, the role of AI and automation in scaling creative output, and why having skin in the game might just be the biggest strength of being in-house.

It’s a candid, practical conversation on briefs, bottlenecks, performance marketing, and the (sometimes uncomfortable) truth about creative complacency.