The Increasing Importance of the In-house Agency

As brands face a shaky economy and an accelerating rate of disruption from new technology, the need for in-house solutions grows more immediate

By Pamela Orlando Zanni

Conventionally, the value proposition of an in-house creative services group was based solely on the triad of price, quality, and speed of delivery, but as brands deal with a shaky economy and the quickening pace of a technological evolution, a fourth criterion has emerged: the ability to pivot and adapt to clients' needs and mandates and those of the organization as a whole.