Darren Goldie gave a keynote on when and where to use agencies versus in-housing marketing functions. He discussed how the digital marketing landscape is changing with new technologies like chatbots, video, and voice search becoming more prominent. Goldie identified five areas - chatbots, short form video, hyperlocal marketing, identity management, and programmatic media buying - where businesses should consider in-housing versus outsourcing functions based on the maturity of the technology. He argued that decisions should be business driven rather than just about marketing and emphasized the importance of using consumer insights, focusing on value over cost, personalizing experiences, managing customer data and identities, and optimizing customer lifetime value.