In-House Agencies Today

Ten years ago, IHAF was tapped by the Association of National Advertisers (ANA) to help develop a survey and interpret results about the rise of the internal agency. The study revealed the incidence of in-house agencies among major corporations, the services those teams provide, their financials and operating practices, and the advantages and disadvantages of the model.

When the findings were released, they were met with a mix of surprise and predictability. Surprise that the penetration of internal agencies at the time was 42%—higher than many marketing insiders expected. Predictability in that the top two advantages cited for having an in-house agency were cost and speed—reinforcing the fast-and-cheap stereotype that has long stifled the model.

Fast forward to today and a lot has changed.

Our 2018 State-of-the-Industry Report, In-House Agencies Today, details the functional competencies, service offerings, project composition and operating practices of today's internal agencies—with additional perspective from external agencies and client-side marketers. A total of 325 companies participated in this study, which was fielded in partnership with Forrester Research.

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