The new wave of in-housing is a long-overdue response to an outdated business model built around the concept of media trading, which is irrelevant to the world of biddable media.

As marketers need better integration to deliver on omnichannel customer experience goals, in-housing has become the go-to strategy for CMOs looking to transform their corporate departments and re-think their spend – bringing agility, data and technology capabilities, and market-leading insights and ideas into their teams.

In a WFA study (2020) of 53 global advertisers, 37% of creative output was reported to come from an in-house team and 94% of respondents had in-house creative capabilities for digital content. Around half of survey participants reported having an in-house media team. However, almost 95% of companies surveyed noted that they continued to work with external agencies.

The acceptance and acknowledgement that there is no “one size fits all” solution to the in-house challenge, has refocused marketers to think about the impact of performance management and organization design. How to best structure internal marketing teams and in-house agencies, as well as how to manage processs and performance within both in-housed teams and external suppliers, are areas we explore in this report.

We hope you find these insights useful.


  • The Challenge of In-House Teams
  • 7 Questions to Ask When Designing An In-House Team
  • 4 Ways to Get Started
  • Case studies featuring the Vodafone, the NHL, Electrolux and AB InBev