SYDNEY, Monday: The deployment of in-house agencies by NZ and Australian brands is booming trend, according to IHAC and Kantar Research.
IHAC (In-house Agency Council) chair Chris Maxwell told WARC London: “Sixty-seven percent of Australian marketers are working with an in-house agency and a further 14% are considering in-housing,
“Larger businesses with larger marketing budgets tend to have in-house agencies, with the size of in-house units varying from 5 to 50 people.
“In-house agency services include creative, content, social and digital and strategic services, while media buying and SEO are usually managed externally.
“In-house agency services include creative, content, social, digital and strategic services, while media buying and SEO are usually managed externally.”
“Seventy-seven percent of marketers with in-house agencies also work with external agencies.”
The survey by IHAC, the newly formed In-house Agency Council, and Kantar Research included 105 marketers – both with in-house agencies and without – along with agency executives.
HAC defines in-house agencies as “a department, group or person that has responsibilities that typically are performed by an external advertising, media or other marcom agency”.
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