In-Housing Won’t Destroy Agencies—It’ll Bolster the Industry

Brands and advertisers need to be unified

Give our readers an inside look at your brand's marketing approach by joining the Adweek Columnist Network. If you're a VP or above, submit your pitch.

The news from the Association of National Advertisers (ANA) that nearly 80 percent of the country’s largest advertisers are taking at least some of their advertising in-house, including select strategy and creative assignments, has understandably put the agency community on the defensive. To hear the counters, one might think that the in-house movement will suck the creativity out of advertising.