In-house agencies are increasingly popular as marketers seek greater control, speed, efficiency and flexibility. The trend for in-house agencies has been driven by digital strategies which demand real-time reactions, as well as faster content production and distribution. While in-house agencies can be highly responsive and have greater brand knowledge, external agency relationships still have strategic importance. Traditional agencies need to evolve to meet the time and data demands of modern marketers. But the value of their expertise should not be underestimated.
Definition
In-house agencies are internal resources established by advertisers to manage and deliver advertising content and campaigns, work which...