In-house agencies on the rise

By Hannah Kwon | 17 October 2018

A recent study by the Association of National Advertisers (ANA) found 80% of its members are involved in some form of in-house agency.

The rate at which businesses have adopted this model has grown exponentially within the last five years.

In 2018, 90% of respondents agree that their in-house workload had increased.

This is a significant increase, as comparatively in 2013, 58% of marketers were involved in some form of in-house advertising, and 42% in 2008.

Optus, CommBank, CUB, and Foxtel are just among a few big brands making the move to bringing part of their businesses to in-house models. 

Making the move to in-house is being looked upon more favourably due to its cost efficiency benefits and giving marketers more control of their brand.

The upwards trend does not come without its challenges. Despite the increase, there are those that do not support the shift to in-house agencies. While the survey shows that 58% of work is done in house, 90% of respondents still work with external agencies.

There is also an issue surrounding management of resources and keeping on top of the workload due to the surge in the number of projects.

In-house agencies are turning their eye to managing more specialty related projects, specifically content marketing and data/marketing analytics.

The survey shows that in the past five years alone, the amount of content marketing being handled by respondents in-house increased from 34% in 2013 to 75% in 2018.

This goes hand in hand with a 17% increase in data/marketing analytics within this five year period.

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