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In-housing is accelerating: here’s how agencies can hold on

As in-housing gains momentum, challenges and opportunities are emerging for external agencies. Here’s a look at the expectations and realities for marketers, and their unwavering desire for the big idea.

It’s pitch time for Sheetz. The popular Midwest convenience store chain is in the final stages of selecting a lead creative agency. The catch: its external agency partner has to be ready, willing and excited to work with its in-house agency.