Inside the in-house agency trend

Anne Field

A look at why companies are going in-house for strategy, creative, digital, and more.

About three years ago, Colin McConnell decided it was time to make some significant additions to Prudential Financial's in-house advertising team's digital responsibilities. While the Newark, N.J.-based financial services company had an internal agency that was more than 15 years old, its duties had mostly been limited to media planning and buying, in addition to creative services. Digital and social media were starting to grow in importance, prompting McConnell, vice president and head of advertising, to come to an important realization: "We had to figure out how to deal with this incredibly disruptive phenomenon that so few people seemed to really understand," he says.