Brands no longer view in-house agencies as a way to cut costs, but as real strategic plays, a recent report from the Association of National Advertisers (ANA) suggests.
According to the survey, more than half (53%) of respondents agreed that the primary role of an in-house team is to serve as a strategic partner, whereas just 9% said they view in-housing as a cost-saving alternative to external agencies.
That’s a marked decrease from 2023, when respondents to the same survey cited cost-saving as the primary benefit of in-housing.
“From what I’ve seen, the conversation has evolved from more of a cost-saving starting point for in-housing to understanding how to build great creative,” said Peter Kenigsberg, vice president of talent and marketing operations at the ANA.
