In-housing media responsibilities has numerous benefits – but agencies still have a vital role to play

Stephen Whiteside

This article outlines the results of an in-depth study of the in-housing practices, trends, challenges and future ambitions of several leading advertisers in the US.

In-housing media responsibilities can yield strategic, operational and financial benefits for brands, but third-party agencies will retain an important role in the future, a recent study has argued.

Hudson MX, the media technology company, commissioned Modern Media Solutions (MMS), the consultancy, to interview 17 senior executives at 16 blue-chip marketers – collectively boasting a media spend topping $6bn annually – which have chosen to manage one or more elements of the media workflow internally, having previously engaged an agency to handle this activity. (Ascential, the owner of WARC, is an investor in Hudson MX.)

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