Brands must support current in-house agency models, simultaneously explore their untapped potential

New Ideas in MarketingEssential news for marketers, summarised by YouGov
February 11, 2020, 7:36 AM UTC

The size of the in-house teams for 59% of respondents has increased in the last two years.

This article cites a study conducted by the In-House Agency Forum (IHAF) which surveyed over 360 companies. IHAF’s 2019 data shows that 72% of the surveyed companies have in-house agencies (IHA), which is a 12.5% increase from 2018.

52% of participants reported that their IHA isn’t adequately funded. The report found that 54% of corporate marketers are less vigorous in planning, scoping and initiating projects using internal resources as against external resources.

However, 87% of these clients reported having significant to moderate influence over the internally-produced work. Additionally, 40% of the surveyed companies have five to 25 people in their IHA teams.

Read the original article

[4 minute read]