{"id":12208,"date":"2024-11-26T16:28:29","date_gmt":"2024-11-26T15:28:29","guid":{"rendered":"https:\/\/www.observatoryinternational.com\/our-insights\/in-housing-a-possible-solution-not-an-objective\/"},"modified":"2025-12-09T14:05:08","modified_gmt":"2025-12-09T13:05:08","slug":"marketing-agency-in-housing-a-possible-solution-not-an-objective","status":"publish","type":"post","link":"https:\/\/www.observatoryinternational.com\/en-us\/our-insights\/marketing-agency-in-housing-a-possible-solution-not-an-objective\/","title":{"rendered":"In-housing – a possible solution, not an objective"},"content":{"rendered":"

Reflections on the Campaign In-Housing Summit 2024<\/h2>\n

The promotion of successful in-housing solutions is warranted, however that doesn\u2019t mean it\u00a0is the answer\u00a0for all marketers.<\/strong><\/h3>\n

Earlier this month Observatory International attended Campaign\u2019s In-Housing Summit 2024<\/a> in London\u00a0and heard via a variety of presentations, panels and conversations how a growing number of businesses are undertaking the in-housing of various marketing functions.<\/p>\n

The insights were valuable, learnings and watch-outs delivered with helpful intent and in general there was a keen positivity evident amongst all attendees throughout the course of the day.\u00a0 In-housing is here to stay and, judged on those present, is a no-brainer when it comes to successful marketing operations.<\/p>\n

Yes, in-housing is and has been a positive move for many businesses.\u00a0 However, having reflected on the event we were left with slight concern that in-housing is being promoted as an objective that progressive, clued-in marketers should be aiming for.\u00a0 A solution that fits all, when the reality is far from this.<\/p>\n

Our reports on the topic, \u2018Global Trends in Agency In-Housing<\/em>\u2019<\/a>, \u00a0conducted with the World Federation of Advertisers (WFA) in 2020 and 2023, have given us first-hand insights and experience into the benefits and pitfalls of this approach to marketing operations.\u00a0 Of the many learnings gained during our research, one stood out the strongest:<\/p>\n

In-housing is a (possible) solution, not an objective.<\/h4>\n

A business\u2019s operating structure should be designed to achieve clearly identified business objectives. Whether or not certain roles are suitable to being in-housed is only one consideration within an overall resource model that looks to achieve the optimal balance between internal capabilities and external partner agencies.<\/p>\n

The key focus should be on establishing the right operating model for your business, and then having an agency model (external, in-housed or blended) that complements this.\u00a0 If you begin instead with in-housing as the objective, you will likely encounter numerous challenges and complications that hinder potential business success.\u00a0 In-housing is a fundamental operational change that isn\u2019t suitable for every business, so first ensure that your operating model is correct before looking to embark upon any changes to your agency model.<\/p>\n","protected":false},"excerpt":{"rendered":"

Reflections on the Campaign In-Housing Summit 2024 The promotion of successful in-housing solutions is warranted, however that doesn\u2019t mean it\u00a0is the answer\u00a0for all marketers. Earlier this month Observatory International attended Campaign\u2019s In-Housing Summit 2024 in London\u00a0and heard via a variety of presentations, panels and conversations how a growing number of businesses are undertaking the in-housing … Continued<\/a><\/p>\n","protected":false},"author":5,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[150],"tags":[152],"class_list":["post-12208","post","type-post","status-publish","format-standard","hentry","category-blog-en-us","tag-agency-roster-modelling-en-us"],"acf":[],"yoast_head":"\nMarketing Agency In-housing Solution not Objective - The Observatory International<\/title>\n<meta name=\"description\" content=\"To avoid challenges and complications you need to make marketing agency in-housing is a (possible) solution, not an objective.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.observatoryinternational.com\/en-us\/our-insights\/marketing-agency-in-housing-a-possible-solution-not-an-objective\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Marketing Agency In-housing Solution not Objective - 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