June 23, 2014

During my career, I ran a successful ad agency and an in-house agency. I personally believe that having outside professionals (an ad agency) with independent views is extremely valuable. But with 24/7 media and the growth of native advertising on social media, you need to respond quickly. That may require a team closer to the top decision makers.

That is probably why more ad work is moving in-house. The latest example is Apple that is known for having a super strong relationship with Omnicom Group’s TBWA\Media Art Lab. The tech giant is now doing some of its own advertising work internally, according to people familiar with the matter.

A survey of roughly 200 marketers last year by the Association of National Advertisers found that about 56% operated in-house agencies, up from 40% in 2008. If you are trying to decide which way to go, I have a section in my book on how to select the best ad agency for you or the keys to setting up one in-house. Email me and I will happy to provide some a free advice.

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