New York—Fifty-eight percent of marketers currently use in-house agencies to handle marketing functions, according to a new study by the Association of National Advertisers. That's up from 42% in 2008, the last time the study was conducted.
The study, “In-house Agency Survey,” was based on an online survey of 203 marketers conducted in May.
It found that 56% of respondents have moved established business from an external agency to an in-house agency.
Also, 52% were assigning newer functions such as digital, social and mobile in-house.
The greatest advantages cited by marketers for having an in-house shop were cost-efficiencies (88%), institutional knowledge (79%), having a dedicated team (74%) and brand expertise (71%).