Category: Ad Agency

Marketers feel growing pains as in-house agencies become a necessity

In-house ad agencies aren’t really a choice anymore: Major marketers, from Procter & Gamble to Anheuser-Busch now see in-housing as a necessity. At the moment, marketers like P&G, A-B InBev, Clorox and Ally Financial, among others, are using a hybrid approach to in-housing by continuing to use agencies for some services and build up other capabilities in-house. Read More: digiday.com

After Transparency, P&G’s Pritchard Has A New Mission: Getting A Signal Into The Walled Gardens

We did consolidate into fewer shops, and we started to be more discerning in what we do – in getting the right fee structure – and then we realized we could probably do a more flexible approach, where we have fixed retainers for some, like a core agency, but give us the ability to flow in and out. On the PII part, or first-party, that’s more through our consumer relationships marketing platforms, websites, apps where we’re engaging with people, and as we do more direct-to-consumer. Read More: adexchanger.com

Digiday Research: Why the brand-agency relationship is getting increasingly worse, in 5 charts

According to Digiday research, 77% of 73 clients surveyed in April said they ended a relationship with an agency because they were dissatisfied with the quality of the work they delivered, and 45% said they cut ties because they found a cheaper alternative agency. In the second year, the agency and client are beginning to figure out what their unique relationship looks like without having to continuously sort through the work of the previous agency. Read More: digiday.com

In-House Agency Creative Content Concerns

What Content Challenges Are In-House Agencies Facing?

Recent years have seen a significant rise in the trend for brands to bring agency work in-house, with a report released last year by the Association of National Advertisers stating that almost 8 in 10 of its client-side members had an in-house agency, compared to just 42% in 2008. A more recent piece of research noted that companies with an in-house agency report that one of their challenges is hiring and retaining talent. Read More: www.marketingcharts.com

Brands Are Changing Their Relationships With Agencies, Bringing Work In-House

Most in-house agencies still outsource functions to external providers, according to 2018 research from the In-House Agency Forum, so agencies don’t need to necessarily view it as a threat to their existence. For in-housing to work, agency partners need to support brands in their effort and offer coaching to aid brands on their journey. Read More: www.emarketer.com