Make It or Buy It: Deciding Whether to Bring Media Agency Duties In House

April 17, 2019

When BMO — one of the 10 largest banks in North America — analyzed its creative and media relationships in 2018, the bank's marketing leaders faced a fundamental question: should they bring the bank's media planning and buying in house? Did they have the capability and capacity do so, even if they wanted to? And did they have the information they needed to make an informed decision they wouldn't regret? During this conversation, BMO's Mike Sanders, Director of Agency, Media & Partner Management will team up with Transparent Partners CEO Brandon Starkoff, whose firm collaborated with BMO, to discuss how the bank answered these questions, and share principles other marketers might consider in addressing these questions within their own marketing organizations.