“More than three quarters of brand leaders moved their advertising and marketing operations in-house in 2019, according to Digiday, with many marketers expecting that number to rise.
And yet in-housing continues to stir debate: can it really be better, faster and cheaper?
It can and is, says Simon Martin, founder and chief executive of OLIVER, arguably the world’s only company to exclusively build and run in-house agencies for brands, with clients including BMW, Barclaycard and Unilever.
“Technology created an explosion of channels and content, but brand budgets stayed the same,” he explains. “This led to a massive need for digital and operational transformation in marketing functions, and an appetite for in-housing.”
Proven to offer transparency, agility, creativity and, of course, cost-savings at a time when it’s desperately needed, the value of in-housing can no longer be debated. What was once a trend is now the mainstream model.
Martin says: “We’ve spent 15 years demonstrating how it can work for different kinds of businesses, as one size does not fit all. The question from marketers now is, ‘how should we do it?’”