The number of in-house agencies has exploded in the last decade, but according to Wayne Barringer, director of creative services at Boeing, the aerospace giant, many corporations are still struggling to figure out how to make optimal use of these internal shops.
Speaking at the Association of National Advertisers’ (ANA) Advertising Financial Management Conference in Phoenix, he noted an ANA study that found the percentage of US corporations with in-house agencies grew from 48% in 2008 to 78% in 2018.
“The penetration of in-house agencies has mushroomed to the point where [our] moment is now,” Barringer said. “The bright lights...