Don’t fight the in-housing trend: a warning to agencies

Why we liked this article

• Developments in automation and a plethora of third party insight tools have shifted perceptions on the need for a specialist digital agency.  More and more brands are therefore choosing to take their marketing in-house.
• Although agencies still offer economies of scale, e.g. greater expertise with specific technologies, insights across multiple clients within a vertical etc., they need to adapt to survive.
• The better agencies will approach this as a ‘value-add’ proposition, e.g. by offering a deeper understanding of the digital marketing landscape to provide consultancy and strategy to supplement the skillset of in-house teams