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What we know about in-house agencies

Article • WARC Best Practice, October 2021

Explores the impact of the increasing popularity of in-house agencies and how traditional agencies need to evolve to meet modern time and data demands.

We’re scaling and we can’t catch up: Why marketers need expertise on demand

Opinion • Sharon Harris, July 2021

The past year has upended some assumptions about how in-housing works . Jellyfish’s Sharon Harris outlines a new hybrid model.

Media in-housing is back

Opinion • Suzie Rafla, April 2021

In-housing returns but this time it’s driven by advertisers’ need to take greater control of data – Suzie Rafla, Head of Digital at ID Comms, explains.

Branded content is getting to be a real scene

Article • Matthew Schwartz, ANA, ANA Magazine, March 2021

The uptick in digital video and the decline in TV signals a shakeup to the marketing supply chain that branded studios can address, especially as the needs of CMOs change and the nature of the brand/consumer relationship evolves.

In-House ad agencies are gaining room to maneuver

Article • Chris Warren, ANA, ANA Magazine, March 2021

82 percent of in-house agencies reported that their workloads had increased significantly due to COVID-19, says a recent survey by The Winterberry Group.

The five models that will define brand-agency relations in the 2020s

News • 24 November 2020

The coming decade will redefine the consumer landscape and the approaches taken by brands and agencies, according to a new report from the Institute of Practitioners in Advertising (IPA) which identifies five core relationship models for effective ma

In-house vs. outsourced marketing

Article • Sarah Cucchiara, ANA, Forward, November 2020

Choosing between in-house and outsourced marketing is an age-old debate, and there has been much discussion about brands opting to bring their outsourced agency work in-house.

Drivers of change: Part of the Marketer's Toolkit 2021

Article • WARC Exclusive, November 2020

Part of WARC’s Marketer’s Toolkit 2021, this data report, based on a survey of client and agency-side executives, looks at near-term trends in six key areas, following the STEPIC methodology.

The Marketer's Toolkit 2021: Navigate through uncertainty

Article • WARC Exclusive, November 2020

The Marketer’s Toolkit 2021 is a guide to six major challenges facing brands in the year ahead.

Fixing the problems of US fashion brands in China

News • 20 October 2020

US fashion does not sell well in China – unlike other foreign brands, from Italy, France and the UK, Chinese consumers see US brands as lacking cachet.

Best Buy reinvents itself (again) to prosper in times of crisis

Article • Geoffrey Precourt, Event Reports, Association of National Advertisers In-House Agency Conference, August 2020

Best Buy, the electronics retailer, adapted at speed to the COVID-19 pandemic, a process driven by an in-house agency team that had built up many of the capabilities needed to meet a crisis.

How Gorilla Glue benefits from in-housing TV ads

News • 22 September 2020

The Gorilla Glue Company, the adhesives manufacturer, has yielded numerous benefits from handling television advertising through an in-house agency that is involved in every aspect of making its spots.

Gorilla Glue generates multiple benefits from in-house approach to TV commercials

Article • Geoffrey Precourt, Event Reports, ANA In-House Agency Conference, August 2020

The Gorilla Glue Company, a manufacturer of various different adhesive products, has yielded multiple advantages from creating and producing TV advertising through its in-house agency.

How Target balances relevance and risk when creating ads

News • 07 September 2020

Target, the retailer, seeks to focus on relevance as much as avoiding risk in formulating messages that it believes can break through with its target audience.

John Hancock adapts to new COVID-19 mindsets and marketing realities – and 'ramps' up for 2021

Article • Geoffrey Precourt, WARC Exclusive, July 2020

John Hancock, the insurance and investment company, has developed its marketing strategy and capabilities in response to the spread of COVID-19.

Majority of multinationals have in-housed creative

News • 03 September 2020

A new study finds that more than half of large global companies are now using some in-house creative capability, as the benefits and difficulties of the arrangement become clear in the mainstream.

Target’s in-house agency topples traditional marketing precepts to embrace wider audiences

Article • Geoffrey Precourt, Event Reports, ANA In-House Agency Conference, August 2020

Target, the retailer, has built an in-house creative shop that is able to take a holistic approach to building its brand strategy.

Initiating impact: Differentiating in a different world

Article • Research on WARC, September 2020

Provides regional insights to support brands as a change agent as they redefine their goals now and into the future.

Speed, trust and inspiration: How the client-agency relationship is evolving

Article • Low Lai Chow, Event Reports, The Drum Can Do Festival , August 2020

The pandemic is changing the ways in which clients and agencies work together.

AB InBev in-house agency delivers alignment legacy shops can’t match

Article • Geoffrey Precourt, Event Reports, ANA In-House Agency Conference, August 2020

Anheuser-Busch InBev, the brewing giant, has built significant in-house agency capabilities through its draftLine unit, which functions in several countries.

RB uses TikTok to share public hygiene advice with #HandWashChallenge campaign

Article • Alex Brownsell, WARC Exclusive, August 2020

RB brand Dettol achieved virality on TikTok with a public hygiene campaign.

GDPR’s in-housing legacy

News • 03 August 2020

European organisations are leading the way in bringing their programmatic operations in house, according to a new report from the Interactive Advertising Bureau which suggests that this may be a consequence of GDPR and their greater ability to manage

How a hybrid in-house/agency model works for 3M

News • 18 May 2020

3M, the owner of brands like Post-it notes, Scotch tape and Scotch-Brite cleaning products, has found success with a hybrid agency/in-house model that may be useful for other clients taking ownership of certain media duties.

How a hybrid agency/in-house model serves 3M’s need for accountability

Article • Geoffrey Precourt, WARC Exclusive, May 2020

3M, the manufacturer of brands like Post-it notes and Scotch tape, has adopted a hybrid in-house/agency model to drive maximum effectiveness from its media spend.

How “decoupled production” helped Experian’s in-house agency master TV advertising

Article • Geoffrey Precourt, WARC Exclusive, May 2020

Experian, the credit-reporting firm, has used “decoupled production” to help it manage TV advertising with an in-house agency.

The Marketer's Toolkit 2021: Navigate through uncertainty

Article • WARC Exclusive, November 2020

The Marketer’s Toolkit 2021 is a guide to six major challenges facing brands in the year ahead.
The Future of Strategy 2021

Article • WARC Exclusive, August 2021

Analysing the results of a global WARC survey of senior strategists, the Future of Strategy report provides both quantitative and qualitative data with a focus on post-COVID-19 opportunities.
The WARC Guide to Structuring for effectiveness

Article • WARC Best Practice, April 2020

A summary of new thinking and best practice on structuring for effectiveness, from the WARC Guide.
The Future of Strategy 2020

Article • WARC Exclusive, July 2020

Analysing the results of a global WARC survey of senior strategists, the Future of Strategy report provides both quantitative and qualitative data with a focus on the disruption of COVID-19.
Drivers of change: Part of the Marketer's Toolkit 2021

Article • WARC Exclusive, November 2020

Part of WARC’s Marketer’s Toolkit 2021, this data report, based on a survey of client and agency-side executives, looks at near-term trends in six key areas, following the STEPIC methodology.
How to write a creative agency brief

Article • Merry Baskin and Kate Waters, WARC Best Practice, August 2017, pp. 36-37

This article provides agencies with a best practice guide for writing an effective creative brief, which can form the foundation for the disruptive, breakthrough thinking that can really make a difference to a client's business.