Proving the Value of Your In-House Agency

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The advent of in-house agencies was prompted in large part by a desire for increased control and cost containment in developing corporate advertising. In recent years however, business impact has fueled the explosive growth of the in-house model. Not only are internal agencies contributing creative ideas, they are also contributing to the bottom line — resulting in a value equation that external providers are hard pressed to match. Dan Jeffries, Commercial Operations Consultant at the In-House Agency Forum, along with industry expert and IHAF Board Member Marta Stiglin, will discuss the importance of defining the contribution of your in-house team so you can quantify the value it delivers to your corporation. The discussion will include what constitutes "value" when it comes to internal agencies, what metrics are most important to track and why, and reliable resources for benchmarking.