5 Takeaways From the ANA’s In-House Agency Conference

Marketers from AB InBev, Adobe, Experian, Gorilla Glue and Target share how they’re shaping their internal offerings

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Judging from research conducted by the Association of National Advertisers, brands continue to bring more of their marketing capabilities in-house. 

In 2018, an ANA survey of more than 400 marketers found that 78% have some form of in-house operations, compared to 58% in 2013. Bill Duggan, group evp at the ANA, said he thinks that number has probably increased since then.

“I wouldn’t be surprised if 85-90% of our members have something in-house,” he said.

Research that the trade body conducted in March found that marketers were relying on their in-house shops to pivot and change messaging when the pandemic first hit the U.S.



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