Advertisers the world over are increasingly looking to in-house some or all of their digital, data and tech capabilities. Study after study shows that in the UK, Europe and the States the trajectory for in-housing is upwards. There is a growing frustration amongst advertisers that the agency operating models of today need to adapt, hence a determination amongst many brands to re-imagine the model. To do this, we need to step away from the commoditisation that threatens to define our industry and acknowledge that there is no one-size-fits-all solution to in-housing.
This article is part of a series that explores each of the ‘T’s’: Transformation, Technology, Talent and Tab (costs and budget). Here we deep dive into the first stage of transformation and the steps that marketers must make when considering a move to in-housing.