New Ideas in Marketing
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Advertising agencies can double as ‘in-housing consultants’ for brands.

In an attempt to save cost and also avoid transparency issues with ad agencies, brands have started to adopt in-house advertising. But, due to lack of resources and expertise in the area, brands are failing to implement in-house advertising effectively.

This piece says that in order for brands to successfully build an in-house advertising team, they should consider collaborating with ad agencies. Brands like Marriot and Adidas have successfully created hybrid business models by adopting a ‘non-binary approach’ approach.

The author contends that embracing hybrid models can help ad agencies as well by providing them with an opportunity to be in-house consultants for brands. Agencies that diversify and upgrade their talents also stand a better chance of winning projects that brands don’t intend to do it in-house.

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[3 minute read]

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