David Pead, CBE Marketing Network
The relationship between in-house marketing teams and their agencies has always been central to how work gets done in the built environment. But it is starting to change.
New technologies are shifting capability. Economic pressure is tightening expectations. And the balance between speed, flexibility and structure is becoming harder to manage in practice.
“These relationships have always been important, but they are now under a different kind of pressure,” said Libby Zbaraska. “With global economic uncertainty and continually evolving regulation, particularly in construction, there is greater room for risk and a growing need for agility.”
These are the issues at the heart of the second session in the CBE Marketing Network programme at UK Construction Week:
Building marketing capability in construction: in-house teams, agencies and the evolving model
Wednesday 13 May | 12:00–12:40
Marketing & Procurement Stage
Chaired by Libby Zbaraska, Founder of Eazy Communications and Editor-at-large for the CBE Network, the session brings together a mix of agency and client-side perspectives to explore how the relationship is evolving.
At its core is a simple question. What does a good client–agency relationship actually look like now?
“With the widespread use of AI tools, more capability could move in-house, but this isn’t a simple shift inward,” said Libby. “What’s changing is the nature of external support. While execution may be becoming easier to replicate, strategic thinking, knowing what to do next, and identifying the gaps are not – which is why specialist support is arguably more important than ever.”
As AI and digital tools become more embedded in day-to-day workflows, the line between what sits in-house and what is handled externally is becoming less clear. Tasks that once required agency support can now be delivered internally. At the same time, the need for strategic guidance, creative thinking and external perspective remains.
This session will explore how teams are navigating that shift in practice. Where agencies are still adding the most value. Where clients are bringing capability in-house. And how both sides are adapting to a more fluid and, at times, more uncertain operating model.
“Pace of work has always been important. But speed isn’t a differentiator anymore,” said Libby. “It’s become less about who does what (and how quickly), but more about having a partner who brings thinking that actually moves the dial. The strongest relationships are where agencies aren’t just delivering, but actively identifying opportunities and pushing them forward.”
To explore those questions, Libby is joined by a panel that reflects both sides of the relationship.
Andy Mudie, Head of Marketing UK & Ireland at Etex Building Performance, brings a client-side perspective from within a large, international organisation navigating complexity at scale. Cerys Reynolds, Business Director at Tangerine, and Alex Swann, Founding Partner at Lesniak Swann, offer the agency view, working closely with clients across the sector to deliver campaigns, strategy and day-to-day support.
Together, they bring a mix of experience across in-house teams and agencies, with a shared understanding of the pressures shaping how these relationships operate.
“There is a lot of talk about partnership, but we do not always unpack what that really means in practice,” said Libby. “Clients need flexibility and responsiveness, whereas agencies still require a degree of structure to operate effectively. That tension is where friction can sit, and is something we need to be more open about.
“This session is about getting into the reality of how these relationships actually work, where they break down, and how they can be improved.”
To hear directly from those shaping marketing across the built environment, you can register to attend UK Construction Week here.
Part of a wider programme
This session is one of four curated by the CBE Marketing Network at UK Construction Week:
From brand to pipeline: how marketing is driving revenue and growth in construction
Exploring how marketing is aligning with commercial teams to influence pipeline and performance>
Trust under scrutiny: maintaining credibility in a regulated industry
Looking at transparency, compliance and evidence-based communication
AI, search and zero click: what is keeping marketers awake at night?
Examining how digital behaviour is changing visibility and engagement