Why In-house Publishers Are Becoming Attractive Alternatives for Advertisers and Creatives

Brands are shifting more resources from traditional marketing to branded content

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Once seen more as an added-value proposition for media placements, publishers’ branded-content labs have expanded to meet growing client demand. Publishing studios increasingly have become an appealing option for creatives at agencies that must regularly churn out work for reviews and struggle to retain talent.

Ark Advisors partner Ken Robinson, who specializes in managing agency reviews and talent searches, said that publishers’ in-house marketing divisions are “becoming more proactive in their prospecting efforts” and winning more client-side assignments.

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This story first appeared in the April 9, 2018, issue of Adweek magazine. Click here to subscribe.