The trend of brands moving their marketing efforts in-house is on the rise, with 66% of major multinationals already having in-house agencies. While artificial intelligence is a significant factor, enabling efficiency and strategy, deeper cultural shifts also drive this change. Companies can achieve transparency and accountability with in-house teams, minimizing issues often faced with agencies. Surveys indicate that many brands feel let down by agencies’ lack of actionable insights, pushing some to seek more control over their marketing output. In challenging economic times, the trend further accelerates as brands seek to safeguard their resources.
According to Salesforce, 71% of marketers expect generative AI to eliminate busy work. With less time-intensive work cluttering their day and more resources for strategy, brands likely see an opportunity to consolidate.
There have always been potential upsides and downsides to in-house marketing and collaborating with agencies... When done well, in-house marketing can give brands more transparent control over output and results.
In the past 10 years, the number of agencies around the world has increased by around 25%. And it seems that many agencies aren't offering value to their customers.
The truth is that many brands have been burned by experiences with marketing agencies promising too much or not enough. In economic downturns, marketing teams are usually the first to feel the pinch.
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