Campaign Asia Pacific – ‘The great resignation’—or if your company is observing this as a glass-half-full situation, ‘the great attraction’—was on the lips of nearly everyone who presented and attended Day 1 of Campaign360 at Raffles Hotel, Singapore.
Shufen Goh, co-founder and principal of R3, and moderator of a session on in-housing at the event, said that in 2020, the industry shed some 20% of its workforce which catapulted the gig economy. Stats also show that 53% of brands have already embedded in-house capabilities that operate independently from any external agency support. However, the model is still very much a hybrid one, as Goh observed that she hasn’t had yet a single client that has pivoted completely to in-housing. Of the 53% of brands mentioned above, 97% say that they have in-housed some form of digital capability.