Build It, Buy It, or Both?
A Harvard Business School paper co-authored by IHAF Board Member, Marta Stiglin. Provides an update on the current state of in-house agencies. Whereas traditional consideration was framed as a binary 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. (This article was also published in the Feb 2016 issue of the International Journal of Marketing Studies, http://bit.ly/Stiglin.)
Focused Content, Thought Leadership