Change. Sometimes it happens quickly. Often its agonisingly slow. But if the current pandemic has shown us anything, it is that business as we knew it is not really sustainable. Same with in-housing. The changing nature of relationship between brands and their agencies, the increased scrutiny of marketing budgets, and the rise of digital media in a post-GDPR world has meant a wave of in-housing as the inevitable consequence.
Of course, in-housing isn’t an all-or-nothing decision. But is now the right time to in-house, especially when the two main cost evaluations appear to be on media spend and overall agency fees?
The Drum, in partnership with Modo25, has produced a whitepaper evaluating some of these questions and assessing how some companies will be comfortable establishing new teams and departments, while others may turn to managed in-housing specialists for help bringing unfamiliar disciplines into the business. As TUI brand and content director, Toby Horry says in the report: “Start by bringing the high-volume work in-house, because that’s what makes the most economic sense. You need to think much harder about whether to in-house elements that you only need occasionally.” To download the full report, please fill out the form below.
A sentiment echoed by Molson Coors, director of digital, Western Europe, Jack Daniel, who adds in the report: “The decision to in-house can’t be a ‘faddy’ thing. It’s got to be rooted in the business objectives and the strategy that you’re following. The model has to be right for the long-term.”
The whitepaper report also looks at the benefits of in-housing which include speed, efficiency, quality, transparency and a better approach to data; what to in-house and how to manage staff recruitment and retention and the tools and technology required. And the principle considerations that need to be assessed and how in-housing fits in with the aims and strategies of the business.
This report is based on interviews with senior brand executives at brands, carried out in March and April 2020. The marketers who participated in this whitepaper include
Jack Daniel, director of digital, Western Europe, Molson Coors; Vincent Gillet, VP international marketing, Hertz; Amanda Howard, marketing director, Medichecks; Toby Horry, brand and content director, TUI; and Noel Mack, chief brand officer, GymShark.
To download the full report, please fill out the form below.