2 | The Continued Rise of the In-House Agency: 2023 Edition
BACKGROUND AND METHODOLOGY ............................................................................................. 4
EXECUTIVE SUMMARY ............................................................................................................... 6
CONCLUSIONS ......................................................................................................................... 8
DETAILED FINDINGS ................................................................................................................ 10
In-House Agency Penetration Is at an All-Time High ..................................................... 10
Many In-House Agencies Are New ................................................................................ 11
In-House Agencies Provide Multiple Benefits ............................................................... 12
Cost Efficiencies Are Primary Benefit ........................................................................... 13
Satisfaction with In-House Agencies Is High ................................................................ 14
Workloads Continue to Increase ................................................................................... 15
Strategic Services Handled In-House ........................................................................... 16
Creative Services for Digital Media Handled In-House .................................................. 17
Creative Services for Traditional Media Handled In-House ............................................ 18
Media Planning and/or Buying Services Handled In-House ........................................... 19
Other Services Handled In-House ................................................................................ 20
Most Companies Also Work with External Agencies ...................................................... 21
Workload: In-House vs. External Agencies .................................................................... 22
Two-Thirds Have Moved Business from External Agency(ies) ......................................... 23
Capacity and Capabilities Drive Work to an External Agency ......................................... 24
How External Agencies Can Limit the Shift of Work to In-House Agencies .................... 25
One-Third Have Programmatic Capabilities In-House .................................................... 26
Specific Programmatic Capabilities In-House ............................................................... 27
Benefits of In-House Programmatic Capabilities: Better, Faster, Cheaper ...................... 28
Only a Low Percentage of Those Without In-House Programmatic Capabilities
Are Considering It ....................................................................................................... 29
In-House Agencies Come in All Sizes ........................................................................... 30
Number of Full-Time Staff ........................................................................................... 31
Make-Up of Employees by FTE, PTE, Freelance ........................................................... 32
Creatives Dominate Make-Up of Employees by Function ............................................... 33
Impact of the Pandemic on In-House Agency Staffing .................................................. 34
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