The Homa Files

Excerpt from Promo Magazine “Companies Establish In-House Ad-Agencies” September 15, 2008

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When the Association of National Advertisers asked its members whether they had established in-house ad agencies, 42% said yes.

Cost efficiencies and achieving quicker turnaround times were cited as the reasons…

The various types of role cited were: Creative development, Origination, Creative adaptation, Repurposing of work originally developed by an external agency, Production. In addition, 35% of the marketers with in-house facilities also require the agencies to do some media planning, while 24% are charged with media buying responsibilities, the survey found. 

Despite the general favorable view of the in-house agencies there were some downsides. Some 61% of respondents felt the in-house agencies lacked a depth of strategic thinking. About 50% said that it was challenging to obtain fresh thinking when working with internal teams.

“This study suggests that more and more companies are finding advantages to bringing some capabilities in-house and charging these groups with duties across the board,” Bob Liodice, president and CEO of the ANA, said in a statement… 

Edit by SAC

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Full article:
http://promomagazine.com/agencies/news/companies_establishing_ inhouse_ad_agency_0915/

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