Everything Brands Need to Know About Bringing Their Marketing In-house

Industry execs and experts offer advice on how to get it right

Illustration with a brain, notebook, graph, piggy bank with a dollar sign above it, pocket knife, city skyline and people
78% of ANA members had an in-house agency last year. Animations: Aanya Gupta; Source: Getty Images

Barely five years ago, Verizon had more than 46 agency partners, and it outsourced nearly all aspects of its communications business. Cut to the present, and the telecommunications giant has essentially reversed course, with Verizon bringing “core competencies” of its communications business in-house—including a substantial chunk of its creative and brand-narrative work.

This story first appeared in the July 22, 2019, issue of Adweek magazine. Click here to subscribe.
@dianapearl_ diana.pearl@adweek.com Diana is the brand marketing editor at Adweek and managing editor of Brandweek.