To Change or Not to Change the In-House Approach's Adit Abhyankar on thinking through creative and media

Editor’s note: This piece is part of our Columnist Network series, which explores the tactical thoughts and actions from Adweek’s community of high-level experts. Today,’s Adit Abhyankar shares his framework on how to think through creative and media. Below, in his own words, he explores why in-house agencies have risen.