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

Brands and advertisers need to be unified

a group of people work together to put together a city; a lightbulb is lit up above the head of one of the workers
If you're going to in-house an agency, you have to do it the right way. Getty Images

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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@trahar John Trahar is co-founder and creative lead at Greatest Common Factory.