The Increasing Importance of the In-house Agency

By Pamela Orlando Zanni

Much of the value that in-house creative agencies (IHAs) bring to their companies is widely acknowledged and well known. But the evolution of marketing and communications practices and platforms in recent years has created new and more powerful ways for in-house agencies to support their organizations.

Conventionally, the value proposition of internal creative services groups was based solely on the triad of price, quality, and speed of delivery. IHAs can often make the case that for specific project types, such as repurposed core creative and templated deliverables, they can execute faster, with more cost efficiency, and with a higher level of quality than external agencies. But there is now a fourth criterion to consider: the ability to pivot and adapt quickly to the needs and mandates of clients and the organization as a whole. Indeed, in a report issued earlier this year by the ANA, 65 percent of marketer respondents point to speed and nimbleness as a top benefit to having an IHA.

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Courtesy of Association of National Advertisers