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But if every brand is outsourcing to agencies, how do you make sure your brief is top of the pile, has the right focus from the best creative minds, completed within a time frame and budget that suits you?
This is why many brands are moving towards a hybrid model; in-housing some of their core creative needs and keeping other services with an external agency.
The in-housing of some creative services has increased dramatically over the past five years. According to a 2021 survey by The In-House Agency Council, over two-thirds of the companies had an in-house capability, with another 14 per cent considering making the move in the next 12 months.
But why the sudden growth towards in-housing? Because having a creative team sitting in the business ensures they intrinsically understand the brand, and can move quickly to craft exceptional, accurate and consistent communication. Having an internal agency fosters collaboration and co-operation. Those who have worked with an in-house agency know close proximity to the team means greater accuracy in advertising and messaging, while having direct access means more oversight over teams and processes.
And as some marketers want...