ANA Annual Meeting

Why this marketing consultant says the in-house agency buzz is mostly 'noise'

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After more than 30 years of working with agencies including Havas and WPP's Saatchi and Y&R, Avi Dan knows where a few bodies are buried. More recently, he has taken what he learned across the aisle to the brand side: As the founder of Avidan Strategies, Dan now advises clients on their agency relationships.

As such, he has a few thoughts about the trend of brands bringing agency capabilities in-house, which dominated much of the conversation at the Association of National Advertisers annual Masters of Marketing conference in Orlando, Florida, last week. He shares them in this episode of "Remotely Entertaining."

"A lot of the noise about in-house agencies is that: Noise," he says. "There's certain work that doesn't make sense to push outside and give to agencies. But I haven't seen one brand-building campaign that came from an in-house agency."

He also had something to say about the elephant in the room: The Federal Bureau of Investigation's probe into agency media-buying practices.

"Transparency is a must in that relationship. I give the ANA a lot of credit on that," he says. "I'm a little bit worried that we're moving now into a phase with the FBI being involved, outside sources, where it's not entirely healthy."

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