What the In-House Agency Boom Means for CMOs and Outside Shops

Industry expert Marta Stiglin tells all

As CEOs and CMOs have demanded greater control of corporate messaging and tighter rein over budgets, in-house advertising and communications agencies have multiplied and expanded. In 2008, 42 percent of member companies in the Association of National Advertisers had in-house agencies. Five years later, that figure rose to nearly 60 percent. These internal resources can boast hundreds of staffers and create everything from print collateral and social posts to big-budget multimedia campaigns.