A massive shift is happening in marketing as more brands bring their marketing in-house, taking back control of their data, creative, and media buying. According to ANA, 82% of major brands now have in-house agencies, up from 42% in 2008.
The trend is fueled by cost efficiency, speed and agility, full-funnel integration, better creative alignment, and data ownership. However, in-housing alone isn't enough. Brands are also leveraging predictive data and activating first-party data to fuel multichannel campaigns.
In-housing means bringing key marketing functions inside your company, such as creative production, media buying, audience targeting and data strategy, and analytics and reporting. In-housing isn't about cutting out agencies completely, but rather owning your strategy and data while working with external partners. In-housing offers cost savings, data ownership, faster execution, and more control over your brand, budget, and customer insights.
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