Can In-House Agencies Do It All?

A new ANA study finds in-house agencies are picking up a growing list of duties

By Chris Warren

Not all in-house agencies will stop working with external agencies altogether. But a recent ANA study shows that in-house agencies continue to increase their clout and companies are working with fewer external agencies as a result. In fact, the study predicts that 85 to 90 percent of member companies will ultimately have in-house agencies handling some aspect of their marketing activities.