In-house agencies have become an integral part of modern creative and marketing strategies. If you're wondering what an in-house agency is, don't worry—I’ve got you covered. Loomly defines an in-house agency as a ‘brand’s internal team that focuses on the advertising and marketing of their product or service’ – distinct from an external agency where projects are outsourced.

As companies seek to own first party data and leverage institutional knowledge, in-house agencies have increased in popularity. In fact, a study conducted last year by the Association of National Advertisers (ANA) revealed that 82% of ANA members now have an in-house agency - a 4% increase from 2018. ANA members represent a community of the most influential marketing organizations worldwide, comprising of more than 20,000 brands.

However, 92% of respondents said they still depend on external agencies, pointing to reasons such as internal skill gaps and teams at max capacity as the main factors for engaging an agency. Therefore, it would be unwise to diminish the contributions of external agencies today. Instead, consider how in-house teams will interact with external agencies as their presence expands.

Let’s explore the prevailing trends for in-house agencies today and the motivations for why companies are hopping on the in-house agency bandwagon.

1. Upskilling and Talent Retention

Training and development opportunities for in-house teams have become a focal point for leaders. The motivation for leaders is simple – adapt or become obsolete. Consequently, leaders are implementing programs for teams to familiarize themselves with the latest and greatest technology tools, with the hopes of boosting creativity and innovation.

Earlier, I mentioned that a key reason why leaders are choosing in-house agencies is to take advantage of institutional brand knowledge. It’s much easier to develop a cohesive brand with those on the inside because they are more familiar with your brand’s history, values, identity, and direction.

Although, high turnover in teams can prevent companies from benefiting fully from internal brand knowledge. As a result, leaders have begun to implement flexible work options in the hopes of retaining the best talent.

Flexible work options have also been successful bargaining chips to attract talent from external agencies. External agencies have a reputation for the “grind” with harsh hours. Consequently, a lot of creatives are moving in-house for better work life balance and culture.

2. Budget-Friendly Solutions

The primary measure of success for an in-house team is cost efficiency. To achieve this, leaders are adopting technology tools for efficient resource management and creative process tracking, aiming to save time and in turn, cut costs. Creatives are then given more time to do what they do best – be creative – rather than being burdened by administrative tasks.

Hey advertising launched a recent study to get to the bottom of what advertising element – creative, reach, targeting, recency, or context - is the foremost driver of sales contributions. Over one thousand marketing studies and brand campaigns were analyzed. To no one’s surprise, creative was far and away the winner, contributing nearly half of all sales contributions.

You might be asking yourself, what does this have to do with cost efficiency? The answer is simple. If creative quality is the primary factor driving sales, then your in-house creatives should be putting all of their time and energy towards creativeness.

3. Omni-Channel Strategy

Customers today engage with media across a spectrum of channels, spanning traditional channels like television and print media to digital platforms such as social media, websites, and mobile apps.

They are not only diversifying their media consumption, but they have also developed an expectancy that companies will proactively engage with them. In fact, a study conducted by Harris Interactive found that ‘87% of U.S. adults want to be contacted proactively by an organization or company.’

As a result, in-house teams are pushing to develop an ‘omni-channel strategy’ that merges all communication channels. By unifying all media touch points, in-house teams are better able to create a strategy focused on the customer.

Although, it’s important to keep in mind that implementing an omni-channel strategy is difficult, especially for in-house teams. It takes talent with a diverse set of skills and experience to successfully integrate your media channels for boosted customer engagement.

How Yoh can help your In-House Agency

Yoh recognizes that your creative requirements are constantly evolving, and so are we. Our team offers a curated pool of top creative talent, vetted by our industry subject matter experts and ready to meet your needs as they arise.

With over a decade of experience, Yoh has successfully placed more than 800 creative and marketing talents at 170 companies. From building out new agencies, working to find niche talent for an upcoming specialized project, to supporting growth – our team has you covered.

Yoh is also an expert in cost efficiency, having helped countless companies save big on advertising, job postings, and resource planning. Our secret? A vast network of creative and marketing talent from our over 80 years in the business, ready to elevate your projects at the right price.

Reach out to us here to find the right talent at the right time for your in-house team.