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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.