Read our new manifesto

Start 2021 with fresh ideas
and practical tips on...

CUSTOMER EXPERIENCE

BRAND SAFETY

GAMING AND ENTERTAINMENT

SOCIAL MEDIA

CTV AND OTT

CUSTOMER RETENTION

DATA AND IDENTITY

PURPOSEFUL MARKETING

NOW
AVAILABLE

Banner BGBanner BG

78% of ANA marketers launch in-house offerings, study finds

An ANA study has revealed that brands are accelerating their in-house marketing processes, shifting away from agencies / ANA

78% of Association of National Advertisers (ANA) member marketers have launched agency offerings in-house, a rise from 58% in 2013 and from 42% in 2008.

These results, from a survey done by the ANA in August, also revealed that 44% of these in-house shops have been established within five years of its last survey. Roughly 90% of respondents said that workload has increased in the past year, with over 65% of them claiming to have increased by ‘a lot.’

More than half of ANA members have pulled away from using ad agencies, as more than 58% of the collective work has now been done in-house. Respondents revealed that lessening reliance on external agency partners was driven by the need to be more cost-efficient, as well as better knowledge of brands, speed and institutional knowledge. 79% of survey respondents expressed ‘high’ levels of satisfaction from in-house teams, while 37% indicated complete satisfaction with work done by these internal marketers.

However, challenges that in-house marketers have had to overcome include managing growth of their teams, as well as properly managing the change in workflow from increased projects and efficiently managing resources. 90% of ANA member marketers still have relationships with external agencies.

ANA chief Bob Liodice said in a statement: “This report makes clear that the work being done by in-house agencies is no longer confined to ‘low-hanging fruit’ such as collateral/promotional materials and internal videos. Traditional agencies are becoming increasingly challenged as marketers move more work in-house while encouraging their external agencies to provide differentiated services and increased value.

Liodice, who has been critical of the agency-client relationship in the past, said that the ANA expects this rise to continue, and accelerate towards in-house. A similar study done in 2017 has shown that clients have also increasingly taken their media buying responsibilities in-house — weeks ago, the trade body has announced its cooperation with an FBI inquiry on industry-wide media buying practices.

Join us, it's free.

Become a member to get access to:

  • Exclusive Content
  • Daily and specialised newsletters
  • Research and analysis