In-House

State of In-Housing 2020 Report

Marketing Operations

‘Pull Quote’

In-housing of marketing operations is no longer a passing trend for brands, as well-known names across sectors continue to bring digital marketing efforts inside

As the industry turns the page on 2019’s study and dives into the data from this year’s study of over 200 senior marketers, its apparent that the conversations have moved forward.

For a second year, Bannerflow partnered with Digiday to ask the sharpest marketing minds in Europe the most pressing questions surrounding in-house marketing teams.

Decision makers are starting to feel the impact of their strategic organisational shift, with the first signs of true confidence in the move to in-house their marketing operations.

Data is now indicating a ROI from in-housing, also linked to enhanced efficiency, boosted creativity and improved collaboration within their new team setups, owing to improved relationships with a new-breed of agencies and a renewed control over data.

In-housing is very much still in the adoption phase of the life-cycle with many brands making the shift away from more traditional set-ups and others still challenging aspects of the shift, but the data simply cannot be ignored from 2020 onwards.

In a fierce online world where transparency is now an expectancy, where data and creativity are becoming respected equally and where the ongoing desire to measure ROI from marketing marches on, it is no wonder in-housing is thriving as the logical solution.

Download: The State of In-Housing 2020 Report

So, how will brands bring this data into the day-to-day decision making process?

In-housing of marketing operations is no longer a passing trend for brands, as well-known names across sectors continue to bring digital marketing efforts inside the four walls of their companies. While 2019 spawned new ways of working with agency partners and experts, leading international brands such as Mastercard, L’Oréal, Getty Images, Pernod Ricard, Telenor, Sky, News UK and many more have developed differing in-house models and structures, all with their own benefits.

From hybrid models to fully fledged digital teams, it’s allowed these brands to be nimble and turn their digital capabilities on-and-off in line with what’s required and when. To identify how this growing trend will develop in 2020 and what’s changed since the research in 2019, Bannerflow / Digiday identified these various models, how they work and their effect on creativity, measurement, access to data and in-housing return on investment (ROI).

Here’s what they found. Download Report