In-House Agency Tracker
Cannes Lions 2025: When Brands Take Creative Control
🌟 E.L.F. Beauty Partners with Indie Agency News Members
E.L.F. BEAUTY
The ONLY in-house brand collaborating with Indie Agency News members OBERLAND + DAY ONE AGENCY across Titanium, Glass, Outdoor & PR Lions
Complete In-House Brand Directory
All 24 brands with in-house creative teams tracked across 19 Cannes Lions 2025 categories
Leading Brands
10+ EntriesMultiple Entry Brands
5-9 EntriesBrands with 2-4 Entries
2-4 EntriesSingle Entry Brands
1 Entry EachCategory Distribution
Film Craft
Social & Creator
PR
Outdoor
Design
Entertainment Lions for Music
Industry Distribution
Technology
Media/Entertainment
Other
Financial Services
Sports/Fashion
Beauty/Cosmetics
Key Insights
🏆 Apple Dominates In-House Creative
With 19 entries across 8 categories, Apple leads all in-house brands, showing particular strength in Film Craft (4), Entertainment Music (4), and Design (3). Their commitment to internal creative control sets the standard.
🌟 E.L.F. Beauty's Unique Partnership
E.L.F. Beauty remains the ONLY in-house brand collaborating with Indie Agency News members (OBERLAND + DAY ONE AGENCY), earning 5 entries across premium categories including Titanium and Glass Lions.
📈 In-House Growing but Still Small
In-house brands represent just 3.3% of all Cannes entries (64 of 1,931 analyzed), up from 1.5% in earlier tracking. While still a small percentage, the quality and diversity of brands participating is impressive.
🎬 Film Craft Leads Categories
Film Craft attracted the most in-house entries (14), followed by Social & Creator (10). This suggests in-house teams excel at content creation and social engagement where brand voice matters most.
🤝 Collaboration is Common
Many in-house entries show collaboration with external partners, from Apple working with TBWA\Media Arts Lab to Duolingo partnering with Pittsburgh-based teams. Pure in-house control remains rare.
