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

Industry expert Marta Stiglin tells all

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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.

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