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When inhouse and agency go hand in hand

When it comes to digital marketing, you generally have to make a decision on how you want to handle the various aspects of your strategy – outsource all of your marketing to an agency, bring everything inhouse or allocate responsibilities between both.

In an ever-changing industry where brands have to adapt to get ahead, some forward-thinking businesses are establishing an inhouse agency structure.

There is already a handful of well-known brands that now operate through this structure, these include Netflix, Unilever and P&G.

What is an inhouse agency?

An inhouse agency is typically owned and operated by its one client – the business that is doing the advertising. Rather than outsourcing marketing to an agency or several agencies with different specialities, their campaigns are generally handled by its own team.

An inhouse agency employs a combination of inhouse and agency specialists, assembling a team that are able to oversee all aspects of marketing, providing transparency within the business and its actions.

How does an inhouse agency operate?

This type of organisation is modelled on the structure of a traditional agency but differs when it comes to certain aspects such as the actual work being produced, the approval processes, the hours, and workloads.

The approval process moves much quicker with inhouse agencies. Unlike a digital agency, there is no middleman. Campaigns are developed hand-in-hand with the team who will ultimately approve the project, which reduces time wasting and miscommunication.

Inhouse agencies work for one client, their employer which gives them more scope when it comes to the quality of work they produce. They are given all the relevant information when required and are able to capitalise on their expert knowledge of the industry.

If you want to know more, we’ve identified the advantages and disadvantages of bringing your marketing inhouse – take a look!

Big brands that have moved to inhouse agencies

Several well-known brands have already created successful inhouse agencies, Proctor & Gamble (P&G) publicised that their agency reinvention has saved $1 billion, which has transformed the company culture and led to more creativity and agility.

American telecommunications company, Sprint, built their inhouse agency in 2017 with their main focus being data ownership. The Sprint marketing team expressed how this new structure will streamline their internal communications, increase speed to market and the ability to take a more data-driven marketing approach with reduced costs.

Here at Modo25, we can offer the best of both worlds with supported inhousing. We can help you build and train an inhouse team and continue to offer best practice and strategic digital advice.

If you’re considering changing your marketing structure, we’d be more than happy to help – get in touch by sending us an email to

Abby Cooper - Modo25
Abby Cooper
Abby Cooper - Modo25
Abby Cooper

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