ANA survey finds 42% of advertisers have in-house agencies-MarketingVox | About the ANA | ANA

ANA survey finds 42% of advertisers have in-house agencies-MarketingVox

In-House Agencies Save Money (Doing Marketers' Grunt Work, That Is)

A survey of Association of National Advertisers (ANA) members finds one-third of them (42 percent) have established in-house ad agencies. Most marketers explained in-house ad agencies contribute to cost efficiencies and savings — thought to be the "most important success" having an in-house agency, respondents said.

Roles for in-house agencies varied by a wide margin, but often include creative development, repurposing work developed by an external agency, and production.

Per the survey, in-house agencies typically handle the following functions:

Collateral like point-of-sale displays or brochures (97 percent)
Internal/company communications (82 percent)
Internal/company videos (69 percent)
Developing brand identity (66 percent)
Direct mail (65 percent)
Site creation and maintenance (65 percent)
Online banners and other "static" online creative (62 percent)
Other services: TV advertising, packaging, search engine optimization and search engine marketing


"This study suggests that more and more companies are finding advantages to bringing some capabilities in-house and charging these groups with duties across the board," waxed President/CEO Bob Liodice of ANA.

"Through the survey, we can now provide marketers with timely, fresh thinking and the insights they need to make strategic decisions and to create an optimal in-house agency, if desired."