Why CMOs Are Betting on In-House Creative Studios

The CMO Podcast with Fexingo: Marketing Leadership, Budgets, and Executive Strategy · Jun 4, 2026 · 7m · transcript

Lucas and Luna examine the growing trend of CMOs moving creative work in-house, using the example of Chipotle's 20-person creative team that handles everything from TikTok campaigns to national TV spots. They break down the cost savings (40-60% reduction on production costs per campaign), the tension with legacy agencies, and the data advantage that in-house teams bring. They also discuss the pitfalls—creative stagnation and the loss of outside perspective—and how CMOs are structuring hybrid models that keep the best of both worlds. Specific case: Chipotle's 2025 'Lid…