In news that's surprising to no one, in-house agencies are on the rise. What is new, however, is just how much. The vast majority, or 78 percent, of members of the Association of National Advertisers have some form of in-house agency, according to a new report by the group, which surveyed 412 client-side marketers. And many of those marketers who don't already have internal agencies are considering the strategyof the 22 percent minority, eight percent said they are thinking about opening an in-house group.
It's a sharp upward swing from the ANA's most recent report on the topic, published in 2013, which found the numbers to be more evenly divided. At that time, just 58 percent of 203 marketers reported an in-house team.
Bob Liodice, chief executive of the ANA, expects the trend to continue to accelerate. "Traditional agencies are becoming increasingly challenged as marketers move more work in-house while encouraging their external agencies to provide differentiated services and increased value," he said in a statement.