In-housing of agency capabilities has been a common trend over the past few years and it isn’t about to go away any time soon. When asked to rank the external agency capabilities they re moving in-house, CMOs’ top three were:
Brand strategy
Marketing strategy development
According to the Gartner s CMO spend survey, more strategic services are being adopted by marketing teams today. They are looking for talent that can provide them with business strategy and digital business transformation skills. Given the strategic importance of capabilities, CMOs must balance their need for cost-efficient internal resources with the scale and experience that strategic partners such as agencies provide.
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PLUS extends three-month aid for R&R traders
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How marketers with in-house teams are keeping up with the creativity of agencies
Let’s face it, when you work for an agency, you are exposed to a lot more types of creative content, as compared to working in-house day in and day out for a single brand. But the benefits of in-house creative production are widely known – from being able to create higher volumes of content to the ability to tap on sensitive data, cost savings, and most importantly, increasing agility.
During a recent webinar by
MARKETING-INTERACTIVE, in partnership with Celtra, Sagar Paranjpe, head of strategy and creative at Malaysia’s flagship carrier Malaysia Airlines, said that while in-housing has a myriad of positives, one clear downside is the lack of exposure.