Explore the benefits and challenges of programmatic in-housing in all its forms, including hybrid, outsourcing or full in-housing.
Centro just attended the ANA In-House Agency Conference in March—and we learned a lot. What was our main takeaway, you ask? Agencies should not be afraid of brands bringing marketing capabilities in-house. The good news is, there are still ways that agencies can work with those brands. Review the themes and findings discussed at the conference, below.
The in-housing of marketing is not abolishing of the agency model by any means—the brands we spoke to at the conference expressed their favor of agencies. Yet, agencies are realizing that they have to change their behavior towards brands in general. They need to build a trusted relationship with the brand’s marketing team to have a strong influence in its direction, and that ultimately, will translate to more work with the brand in the future.
For deeper insights about brands and in-house agencies - Centro's director of client development, Genny Drennen, explores the topic further in MediaPost.