When bringing your marketing strategy and creative in-house, learn which areas are best balanced with external expertise. In this webinar, you’ll learn: • Why in-house agencies need a partner to help manage complexity and growth • How the reality-checks and alternative viewpoints of a traditional agency can strengthen your brand • Common challenges shared by our listeners in the Q&A portion Watch the entire webinar here: http://videos.brandsquare.com/watch/ta56xjQJURUah3jjib73zU

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IN-HOUSE RISINGThe Agency’s Role in Partnering With In-House Teams
April 25th, 2019BrandSquare

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HI, THERE.
I’M ELEANOR DAKE
Director, Client Engagement

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IN-HOUSE AGENCIES
ARE ON THE RISE.
1. THE RISE
2. IMPACT
3. WATCH-OUTS
4. LOOKING AHEAD

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THE RISE- Part 1 -

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78% of companies now
have in-house agencies
2018 ANA In-House Agency Survey

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Over 40% are less than
five years old
2018 ANA In-House Agency Survey

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So ‘why in-house’?

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Cost savings &
brand knowledge lead benefits
2018 ANA In-House Agency Survey

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Mary, Financial Services Marketing Communications Manager
"Any changes we’ve made have definitely been a play
for efficiency, cost and I wouldn’t call it ‘quality
control’ as much as ‘business understanding’.
We find we waste a lot of time bringing our agency
partners up to speed on the nuances of our very
technical and regulated businesses.”

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Deborah, VP of Advertising, Content & Digital, Arby’s
“Beyond simply an in-house studio team,
we also know that there are
traditional agency expenses that
when transitioned to an internal shared
service, it benefits us all.”

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Creative depth & breadth
of ability has also increased
2018 ANA In-House Agency Survey
ValueAxis
0
20
40
60
80
Creative Marketing
Product
Brand/Corporate
Platform
Media Sales/Channel Programmatic No Strategy
Done In House
2013 2018 2013 2018 2013 2018 2013 2018 2013 2018 2013 2018 2013 2018
12
2427
36
5251
76
13
2022
48
56
60
Strategic Services Provided In-House

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IMPACT- Part 2 -

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The Marketing Table -
More Crowded
Than Ever

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There is still good news
for external agencies
2018 ANA In-House Agency Survey
90%of companies are still working
with agency partners

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Marketing - at its core -
still needs people who:
Thrive on creating Solve problems Lead with vision Resourceful
Embrace
collaboration

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Where & when do
external agencies
provide the most value?

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Spark

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Overflow

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Arms & Legs

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Depth

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Spark Overflow
v
Arms & Legs Depth

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WATCH-OUTS FOR
IN-HOUSE TEAMS- Part 3 -

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Process & Workflow
Establishing
Ways of Working
Project
Inputs
Responding to the
Unexpected

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People
Recruitment &
Retention
Leadership with
External Agencies
Culture of
Creativity

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Brand
Consistency
Managing Brand Knowledge
Avoiding
Assumptions
Delivering
Results

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LOOKING
AHEAD- Part 4 -

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“We spend a lot of time pushing ourselves to
learn new skills, explore fresh ideas, and
move outside of our comfort zone.
Robert Kalmbach, Director, Agency West, VSP Global
Our underlying goal is to challenge conventional wisdom
and be fast, good, and cheap.”
In-House Agencies Must
Change Misperceptions

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Thom, Sr. Creative Director, The Home Depot
“We need our agencies
to evolve and adapt with us.”
External Agencies
Must Remaining Relevant

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Q&A