Taking Media In-House Is not a Case of One Size Fits All

As experience shows, the realities are not so black and white

Sometimes it is better to take back control, while other times it’s better to leave it in the hands of experts.

Since the dawn of paid-for search advertising–a means of advertising that requires more data-led savvy as opposed to bulk-buying power of traditional media agencies–the in-housing narrative has gone to and fro.

In-housing, where a brand takes media-buying responsibilities out of the hands of its media agency, is not a new phenomenon. But in light of the controversial K2 Intelligence report for the Association of National Advertisers in 2016, which challenged the traditional agency-client relationship and probed

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