In-housing has undoubtedly been one of the hottest topics in marketing over the last few years, with a surge of brands exploring whether to In-house some (or most) of their marketing activities. We have also seen an erosion of trust between clients and agencies, and this (sometimes perceived) lack of transparency has also fuelled this trend where marketers want to retain tighter control.
In partnership with ISBA, Alchemists are looking to launch a comprehensive study on In-housing in Q4 of this year. Modern In-housing often includes Technology or Performance Media categories, and to that extent, we will co-author this report with our Media and MarTech strategic partner, CvE.
In this survey, we’ll focus on understanding the general sentiment around In-housing and the perception of its viability as an alternative to agencies. We will explore various types of In-housing and the state of the market in 2022. We will also focus heavily on understanding the expectations (including the value and benefit) that come with In-housing and, even more importantly, the reality versus those expectations for brands already on the In-housing journey.
Click here to access the survey.
You can also read the full article from our partner Alchemists here.