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Marketing Briefing: Marketers are eyeing in-housing once again with 44% of CMOs planning to move more work in-house in 2022

Digiday 23 Nov 2021 05:01
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November 23, 2021 by Kristina Monllos

The in-housing march is back on.

As Digiday reported last week, Procter & Gamble has moved to adjust its marketing with media planning for its personal health, baby care and fabric care brands now being handled in-house. Procter & Gamble is an early mover — as to be expected from the largest advertiser in the business — but it’s not alone in continuing to move various marketing capabilities in-house despite the pandemic. According to a new Forrester report, 77% of global organizations now have some form of in-house agency; that’s up from 68% in 2018.

Early on in the pandemic, it seemed that the movement toward in-housing would slow down or hit a stand still as marketers were focused on the immediate business needs of their various companies. Some even believed that external agencies would benefit from the constant shifts in budgets and the media mix as media agencies’ council and expertise was in constant need, explained Jay Pattisall, principal analyst at Forrester. While that was the case for some brands, that wasn’t at the “detriment or stall of the in-housing movement,” said Pattisall.

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Forrester researchJay PattisallPattisallNancy HillMedia Sherpas
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