This article outlines the steps brands should follow to develop a successful in-house agency, taking as an example the BBC's in-house creative agency, which was set up to co-create compelling creative work to maximise the BBC's relationship with its audiences.
Lucinda Peniston-Baines and Rob Foster, WARC COVID-19 Series, April 2020
As part of the WARC Guide to Structuring for effectiveness, Lucinda Peniston-Baines and Rob Foster of Observatory International share some top tips on how brands can best work with their agency partners to deliver work that connects with consumers.
Marketers are delivering work that reflects, and responds to, the spread of the coronavirus despite the challenges of fostering creativity under lockdown, a study by the Association of National Advertisers (ANA) has found.
Williams-Sonoma, a retailer that plays in categories likes home furnishings and kitchenware, believes that prior efforts to strengthen its in-house advertising capabilities are helping it to react at speed to COVID-19.
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.
Many in-house agencies are failing to realise their potential, held back by the constraints of internal structures and hierarchies as well as sometimes inadequate resourcing, according to new research.
Brands now have the opportunity to in-house their digital marketing technology as well as campaign execution, but does that mean they always should? In-housing is a hot topic in digital marketing, with brands building out teams to manage campaigns whilst vendors disintermediate agencies by selling ad technology direct to advertisers.
Brands taking elements of their marketing in-house need to consider how their internal working culture can affect the success of this approach, as a new study highlights some significant differences with agencies.
Whether it’s brand building, partnerships or media, Procter & Gamble is set on reinvention as the way to deliver better consumer experiences and drive growth in coming years, according to the CPG giant’s chief brand officer.
Analysing the results of a global WARC survey of senior strategists, The Future of Strategy report provides both quantitative and qualitative data on the current state and future expectations of the discipline.
This article provides agencies with a best practice guide for writing an effective creative brief, which can form the foundation for the disruptive, breakthrough thinking that can really make a difference to a client's business.
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