Marketing Briefing: As in-housing becomes a mainstay, marketer mindsets on in-housing vs. agencies needs to change
It’s no longer us against them.
Last week, the ANA released its latest report on in-housing, authored by ANA Group EVP Bill Duggan, which found that 82% of marketers now have in-house agencies, up from 78% in 2018. (The ANA conducts the study every five years.) Duggan noted that while marketers have been increasing in-housing in recent years, most still work with external agencies. “It’s not in-housing or [external agencies] but in-housing and [external agencies],” said Duggan.
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Source:: Digiday
