strategic initiatives

In-House Agencies Becoming More Common; Tasked With Range of Services



An in-house agency was defined as “a department, group, or person that has responsibilities typically performed by an external advertising or other marcomm agency.”

Among the various traditional and digital creative services listed, respondents with in-house agencies indicated that they were most commonly handling collateral and promotional materials for traditional media (91%), followed by email (77%), trade show and event materials (73%) and direct mail (72%).

Research of late has shown that agencies are being increasingly sought after for their strategic expertise, and the ANA data indicates that many in-house agencies are also handling strategic initiatives beyond just the creative (60%), extending to marketing and product strategy (56%) and brand or corporate platform strategy (48%).

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Friday, September 6th, 2013 news No Comments

Dr. Augustine Fou is Digital Consigliere to marketing executives, advising them on digital strategy and Unified Marketing(tm). Dr Fou has over 17 years of in-the-trenches, hands-on experience, which enables him to provide objective, in-depth assessments of their current marketing programs and recommendations for improving business impact and ROI using digital insights.

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