In-Housing Won’t Destroy Agencies—It’ll Bolster the Industry
Brands and advertisers need to be unified
If you're going to in-house an agency, you have to do it the right way.
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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.
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