Marketers and agencies are expecting in-housing to continue this year, a clear sign that what was once a growing trend might be the new reality…

Greg Paull, principal and co-founder at marketing consultancy R3, said marketers will continue to “find more and more things to try and do in-house,” particularly those who are armed with first-party data they may not want to share with agencies.

[He] is skeptical that marketers are actually making moves to seriously consolidate their rosters.

“I think they’re talking about consolidation, but I don’t believe they’re actually doing it,” he said. “I would be surprised if rosters continue to decrease, because I think marketers are looking for the best ideas. They are willing to go anywhere for that.”

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