Luis Marques has worked at some of the most creatively ambitious places in advertising, from Hyper Island to Crispin Porter + Bogusky, BBDO, and Starbucks.

But one of the biggest creative lessons of his career came from a simple banner ad.

At realtor.com, Luis helped rewrite a basic app download CTA around a real human truth: people are curious about what their neighbors’ homes are worth. The result? Cost per install dropped from $29 to $5. Same design. Same product shot. One sharper insight.

In this episode of Let’s Bring It In, Luis talks about the shift from agency life to in-house creative leadership, why “expression without impact is decoration,” and how in-house teams can use data, business problems, and creative practice to make better work.

We also get into:

• How Hyper Island changed the way Luis thinks about creativity
• What agency life taught him about ambition, craft, and culture
• Why moving in-house to realtor.com was creatively freeing
• How Creative Gym helped teams practice ideas like athletes practice reps
• Why stakeholders became better collaborators when they were invited into the creative process
• What he learned working with Anomaly on Starbucks’ “Drawn Together” and “Coffee Run”
• How in-house creative leaders can bridge business needs and agency ambition
• Why feedback can be treated like a creative brief

This is a great conversation for creative directors, in-house teams, agency creatives, brand leaders, and anyone interested in how creativity can drive both culture and business.

Listen to more conversations with in-house creative leaders at LetsBringItIn.com.