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According to the Association of National Advertisers (ANA), 78% of the organization’s members have an in-house agency, up from 58% in 2013. As the pace of using internal teams in brands accelerates, a new study from the ANA, Boston Consulting Group and Reed Smith reveals some concerns. Specifically, the research shows that attracting top-tier talent and keeping existing talent energized are the top two issues that in-house agencies continue to struggle with.
Part of the recruiting issue revolves around compensation models and focus on one specific brand.