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When it comes to ideating and producing memorable creative today, there’s more than one way to skin a cat. Many companies are building in-house creative departments in order to save on cost, move faster, ensure brand consistency across the entire customer journey, and encourage ideas from within. That said, it’s hard to argue that the majority of the best and boldest ideas still come from agencies.
This has created a conundrum of sorts for CMOs and agency leaders, leading to heightened conflict as the industry and models evolve.
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