58% of client-side marketers report that their company has an in-house agency, a marked rise from 42% in 2008, according to new survey results from the Association of National Advertisers (ANA). In-house agencies are being asked to handle a wide range of creative, strategic, and media planning and buying services, per the report, with one-third or more also tasked with data/marketing analytics (42%) and content marketing (34%).
An in-house agency was defined as “a department, group, or person that has responsibilities typically performed by an external advertising or other marcomm agency.”
Among the various traditional and digital creative services listed, respondents with in-house agencies indicated that they were most commonly handling collateral and promotional materials for traditional media (91%), followed by email (77%), trade show and event materials (73%) and direct mail (72%). Read the rest at MarketingCharts.