Why more marketers are in-housing creative

In-house creative is continuing to gain ground for marketers as they manage costs and prioritize flexibility. Some 30% of marketers said they moved more creative work in-house in the last 12 months, according to a new report from Canva, the design platform, and MMA Global, the trade association. The report, released today, also found that 31% of marketers in the survey plan to move work in-house in the next year. 40 under 40 entries are open The final deadline for nominations is Aug. 2 Enter here This is the first time the groups have issued a survey on creative output and was produced in order to determine how creative work is getting done, according to a spokeswoman for Canva and the MMA, which surveyed nearly 100 CMOs and senior marketing executives in the U.S. and the U.K. in May. The majority, or 83% of respondents, said that in-house is better than outsourcing from a cost perspective; however, 61% of respondents said outsourcing was better for creative quality. Roughly half of respondents said they handle creative strategy in-house and nearly a quarter said they outsource that part of the business. In addition to the rise in in-house work, the survey also looked at how much marketers are investing in creative work. Some 55% of marketers say they invest 10% to 25% of their total marketing budget on creative, while nearly a fifth invest less than that. The survey also found that 41% of marketers claim they are not making the right level of investment in creative tools, systems and technologies. Last year, the Association of National Advertisers reported that 82% of its members have an in-house agency, compared with 78% in 2018. The association has documented the fast-growing trend with a report every five years. In 2008, for example, only 42% of respondents said they had in-house capabilities for advertising. Check out the latest Ad Age events and award programs

Why more marketers are in-housing creative

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