In-housing – a possible solution, not an objective

Reflections on the Campaign In-Housing Summit 2024

The promotion of successful in-housing solutions is warranted, however that doesn’t mean it is the answer for all marketers.

Earlier this month Observatory International attended Campaign’s In-Housing Summit 2024 in London and heard via a variety of presentations, panels and conversations how a growing number of businesses are undertaking the in-housing of various marketing functions.

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.  In-housing is here to stay and, judged on those present, is a no-brainer when it comes to successful marketing operations.

Yes, in-housing is and has been a positive move for many businesses.  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.  A solution that fits all, when the reality is far from this.

Our reports on the topic, ‘Global Trends in Agency In-Housing’,  conducted 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.  Of the many learnings gained during our research, one stood out the strongest:

In-housing is a (possible) solution, not an objective.

A business’s 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.

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.  If you begin instead with in-housing as the objective, you will likely encounter numerous challenges and complications that hinder potential business success.  In-housing is a fundamental operational change that isn’t suitable for every business, so first ensure that your operating model is correct before looking to embark upon any changes to your agency model.