A week in advance of its annual Masters of Marketing Conference, the Association of National Advertisers (ANA) has released a bombshell research report that takes a deep, long look at the increasing popularity of in-house agencies.

In fact, the study articulates, marketers’ march towards agency disintermediation is picking up speed and breadth. As the trade organization notes, “The explosive growth of in-house agencies is one of the most significant trends in the advertising and marketing industry today.”

The ANA report, conducted in August 2018, complements comparable 2013 and 2008 surveys, and provides quantitative evidence of the change in the marketing model over the last five years. The new data reveals that 78% of participating ANA members have in-house agencies – a major increase on the 2013 findings (58%) and the total disclosed ten years ago (42%).