As far as news coverage of emerging trends in marketing go, this one was exceptional: "New Report Cites Skyrocketing Growth of Internal Agencies," the Ad Age headline shouted, while Adweekweighed in with, "ANA Report: In-Housing Agency Work Is Accelerating." MediaPost foil owed suit with "ANA: Over Three-Quarters of Our Members Have In-House Agencies" and Campaign US ran with, "Number of In-House Agencies Rise Dramatically, ANA Study Finds."
Those were the headlines on only four of more than 20 news stories that covered the results of a recent ANA study showing that 78...