#in-housing
#in-housing
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fromThe Drum
2 weeks agoAgency brain & brawn: are brands drinking the in-housing Kool-Aid?
Every week there are stories of brands retendering, with agencies enthusiastically falling over one another in a race to the bottom on margins. Among the most recent cases, Hilton has set about building its own internal "centers of excellence" dedicated to specific media and marketing areas, which will be reinforced by the right niche and independent agency. One of the unintended consequences of the digital revolution has been to challenge the identity and purpose of the all-encompassing agency.
Marketing
fromThe Drum
3 months agoForrester predicts 15% agency job losses in 2026. Is the 'agencies as agents' era over?
With each consolidation, acquisition, or PE investment, marketing agencies' vision moves further away from being providers of agnostic services and creators of culture to purveyors of enterprise platforms and orchestrators of strategy and execution. Put simply, your agencies will no longer act solely as your agents but also as owners of products/solutions, resellers of technology partnerships and developers of emerging capabilities.
Marketing
Marketing
fromDigiday
5 months agoWPP client Dell Technologies is rolling out its global in-housing initiative, reshaping media-buying strategy
Dell Technologies is bringing its global media-buying operations in-house, starting with search and social, to cut costs and improve ROAS, affecting agency partners like WPP.
Artificial intelligence
fromDigiday
6 months agoWhy generative AI doesn't fit into a standard in-housing playbook - yet
Brands are adopting hybrid AI strategies, selectively in-housing some functions while partnering externally as they test AI efficiency, usability, and impact across the marketing funnel.
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