Based on responses from 53 advertisers with an approximate annual global spend of US$83 billion, the study found that three out of four in-house agencies have been set up in the last five years. It is also added that in-house teams are attracting more work, with 82% saying workloads are increasing in the last year.

Respondents said that moving creative work in-house delivers cost efficiencies (greater than 30% in some instances), with 64% citing better integration and 59% citing increased brand and business knowledge as other benefits. Additionally, 55% of respondents also reported that in-house teams had quicker and more agile processes. 

The overall satisfaction is high when it comes to in-house teams, with 82% of respondents stating that they are either satisfied or completely satisfied with the output of their in-house teams. The top KPI used to assess the effectiveness of in-house agencies was quality of output (81%), followed by cost savings (52%) and speed to market (38%).

Align Marketing to Organizational Goals
Say No to Non-Value Adding Work
Value Outcomes Over Outputs
Embrace Minimum Viable Campaigns
Set Clear Goals and Let Your Teams Crush Them