More than two-thirds of American marketers report that the trust in agencies isn’t as high as it should be – and Boston Consulting Group’s (BCG) new handbook outlines various guidelines for brands that might want to take their advertising in-house.

Such massive change “is inherently risky,” Petros Paranikas, senior partner/managing director at the consultancy, told delegates at the Association of National Advertisers’ (ANA) 2019 (and first) In-House Agency Conference, “depending on how you manage it.”

To minimize long-term exposure, BCG identified four key steps in determining whether creative disintermediation makes sense for a brand:

  • acquiring the right mix of talent;
  • keeping talent engaged;
  • nurturing creativity;
  • maintaining process discipline.