Re-aligning the marketing industry: The in-housing trend in 2020 and beyond

This white paper, the result of a partnership between WARC and MediaLink, examines the trend of in-housing in 2020 and beyond, focusing on implications for programmatic, creative, talent, and the future.
  • It is rooted in the insight that in recent years, the in-housing trend has evolved into a phenomenon with permanent implications for the marketing ecosystem that will ultimately realign the industry completely.
  • It points out: That most companies who take on in-housing are primarily interested in shared goals, clearer translation of objectives and faster turnaround.
  • In-housing might force an organization to implement much broader changes to their ecosystem than expected; programmatic is an example of this.
  • Bringing creative talent in-house is filled with nuance and requires building a carefully-crafted culture.
  • Despite an industry-wide push towards data and performance, many marketers...

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We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

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