Thought Leadership

  • Unleash the Potential of In-House Agencies

    The stereotypes surrounding in-house agencies stand in their way of being the vital marketing partners that CMOs need. Forrester’s partnership and joint survey with the In-House Agency Forum (IHAF) reveals that in-house agencies are overworked, under-resourced, and underappreciated—and CMOs are complicit. Read this report to understand why maturing your in-house agency strategy is a necessary marketing investment.

    Category: In-House Insights, Thought Leadership

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  • 100 Smart Solutions in House

    Working in house means navigating a slew of challenges. That’s why IHAF compiled a slew of solutions to four of the most common challenges in-house agencies face.

    Category: Thought Leadership

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  • A Case for Charging Back

    “To charge back or not to charge back?” That is the question some internal agencies face. This article suggests that we stop asking why in-house teams should charge back and start asking, why not?

    Category: Thought Leadership

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  • What's Next for In-House Agencies?

    This article focuses on that very question, with perspective from in-house agency leaders including what many anticipate to be future requirements for evolving their teams and delivering increased value to the business they support.

    Category: Thought Leadership

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  • Promoting Your In-House Agency

    For many, “self promotion” conjures up a host of unsavory images—from infomercial pitchmen to used-car sales. Yet, deliberate self promotion is precisely what most in-house agencies need to ensure that the importance and impact of their work is fully understood within the corporations they support.

    Category: Thought Leadership

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  • Stimulating Creativity In House

    When in-house agencies get together, good things happen. This piece summarizes IHAF's regional discussion group series on how to overcome the obstacles teams face relative to creativity—including ideas on how to help keep the creative fires burning within your own organization.

    Category: Thought Leadership

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  • Internal Agency Imperatives

    It’s not enough to be down the hall and ready to serve—marketers are demanding more from their in-house agency partners. To stay competitive and provide the level of quality that is expected by the corporation and the marketplace, internal agencies must embrace six in-house imperatives.

    Category: Thought Leadership

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  • Account Service Playbook

    To excel in Account Service, you need to be an expert in the business of your clients and the business of your in-house agency—to think strategically, plan creatively and manage superbly. Our playbook offers a step-by-step on how to get there.

    Category: Thought Leadership

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  • Internal/External Agency Collaboration

    Once considered competitors, internal and external agencies are increasingly working together to maximize capabilities, dollars and business impact. From joint strategy sessions to cooperating on campaigns to sharing creative assets, internal and external agencies are forging new ways of working together.

    Category: Partnership, Past Discussion Groups, Thought Leadership

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  • Build It, Buy It, or Both?

    Traditionally framed as a choice of build or buy, today’s advertisers are pursuing hybrid policies of build and buy for the customized bundle of services needed to support their markets. A Harvard Business School paper co-authored by leading consultant and in-house influencer, Marta Stiglin—published in the International Journal of Marketing Studies, http://bit.ly/Stiglin.

    Category: In-House Insights, Thought Leadership

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