82% of global brands are “either satisfied or completely satisfied” with in-house creative teams

New Ideas in MarketingEssential news for marketers, summarised by YouGov
September 04, 2020, 10:37 AM UTC

A recent World Federation of Advertisers’ (WFA) report reveals that 62% of brands find managing in-house teams’ workflow challenging.

The report states that over 50% of large global companies now have some kind of in-house creative capabilities. 82% of the large global companies polled reported being “either satisfied or completely satisfied” with the performance of their in-house creative teams.

Quality of output (81%), cost savings (52%) were the top KPIs used for measuring in-house agency’s effectiveness. When asked about reasons for in-housing, better integration (64%) and better brand knowledge (59%) were the top reasons listed.

55% of advertisers say in-housed teams were quicker. However, 95% of brands say they continue to work with external agencies. Further, 40% of brands permit both in-house and external agencies to pitch against each other for projects.

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