Advertising agencies, media companies, consulting firms, digital platforms, tech providers, and even consumers (sometimes) fawn over these folks. But amidst this sea of friends, brands are increasingly taking marketing matters into their own hands as they create their own “in-house” agencies, the focus of last week’s first ever In-House Agency Conference presented by the Association of National Advertisers. As the ANA noted in its recent marketer survey, 78% of respondents have established an in-house agency versus only 42% in 2008. Those who made the move reported that 58% of their marketing work was now handled in-house. His admonition is to avoid corporate “groupthink” and instead emphasize “difference and uniqueness” in thinking from the in-house agency.

Source: Forbes March 20, 2019 14:03 UTC