The Future of Marketing: Is In-Housing Here to Stay? | Mediatool

The Future of Marketing: Is In-Housing Here to Stay?

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The Future of Marketing: Is In-Housing Here to Stay?

It’s no secret that digital technology has changed how people interact with brands. Digital-first, 24/7 interaction has compelled marketers to create personalized, omnichannel experiences for their customers. While businesses now compete on a new front, it’s still a high-paced and ruthless landscape that requires marketers to keep up with changing customer expectations while developing the right teams, skills and experience to meet these ends.

The Covid-19 pandemic has also taken its toll on company budgets. CMOs were aware that budgets would decrease during the first year of the pandemic, but they didn’t know these cuts would last this long. According to Gartner, marketing leaders across every industry are reporting record lows in marketing budgets, with revenues dropping by almost a half.

The report also highlights how this change indicates a significant shift to in-housing. In the past, marketing agencies were responsible for many decisions regarding how to spend budgets. The pandemic and the shift to digital means that CMOs are reimagining the capabilities that internal teams can support and how to achieve objectives through digital methods without the need to turn to agencies.

Businesses eventually have to make a choice when developing these capabilities. You can work with agencies or hire people with expertise within the company. However, it isn’t easy to pinpoint the expertise your team might need and to leverage this knowledge to reach the best results. Still, if done correctly, moving marketing operations in-house can bring substantial benefits to your business.

Major businesses, such as Nestlé and Hertz, have developed in-house ad agencies. In general, these brand marketers are looking to save in cost-efficiencies, better integration and improved brand knowledge.

There is little surprise then that 63% of marketers have seen positive benefits in their ROI since moving teams in-house, with 73% of these surveyed marketers confirming that part of their digital transformation strategy has been carried out in-house. Along with this, a whopping 91% plan to move all their digital marketing activities in-house in the near future. 

91% of marketing leaders plan to move all marketing activities in-house in the near future

 

Covid-19 has accelerated this digital initiative, transcending to businesses bringing their creative operations in-house. Brands have had to function with more agility and many have used in-house resources to adopt an agile marketing approach. Marketing teams have realized the importance of close collaboration and ability to adapt to change, meaning in-housing has become an attractive choice for many businesses.

 

What is In-Housing? 

 

In-housing is where businesses build their teams and expertise internally, instead of outsourcing activities to agencies.

 

Any work done within an organization by its employees rather than by external people is defined as in-house. However, every business must be cautious when determining what competencies are viable and available internally and what variations of in-house models suit them best.

 

In the same way as digital transformation strategies, the decision must be suitable for your company, culturally and financially. So in this White Paper, we will look at the advantages and disadvantages of in-house marketing vs agencies to understand why in-housing has become such a big deal.

 

Pros and Cons of Moving Marketing Operations In-House

 

There are clear advantages that lead to companies building digital teams and projects internally – but it’s not all rainbows and butterflies – it can also be a bumpy road!

 

We will first look at five benefits of moving marketing operations in-house:

 

1. Improved brand connection: In-house teams are more likely to be culturally invested in the brand and the brand’s success. This is not a one-off project but an ongoing process that will affect the mid-term and long-term. Agencies may lack personal and cultural investment.

2. More transparency, greater control over creativity:  In-housing allows marketing teams to gain more clarity over the decisions you make while allowing your teams to become more agile and digitally focused. 56% of marketers admitted that their team’s creativity increased due to in-housing. You also get more control of your data to help you make better-informed decisions.

3. Cost savings and better ROI: In-house teams also deliver cost benefits, as they have more time to work on an activity and are already on budget at the company. Agencies may have flat day rates or project fees, and the time an in-house team can put into a project is generally higher than an agency team. However, in-house projects must be flexible and ready to adapt to change to be cost-efficient. Additionally, 63% of marketers have seen a positive change in ROI since taking on in-housing.

4. Control of data and Intellectual Property: IP can be a crucial reason businesses decide to build an in-house team. That way, all key learnings and knowledge is retained within the company, allowing for continuity and growth in future campaigns without worrying about third parties.

5. Speed and integration: If we’ve learned anything from the pandemic, it can be really frustrating to have a marathon of online calls with external stakeholders, clients and agencies to discuss even the most basic of processes before having to check schedules and plan any feedback. It can be hard for agencies to overcome silos and liaise with company stakeholders efficiently. With in-housing, things (should) happen when you want them to, and since everyone is on the same page, the smoother collaboration will make things work out faster. Teams are also better-positioned to communicate and create rapport with stakeholders, reach common objectives, and escalate issues.

 

In-housing also has its obstacles. Here are the five challenges that come with in-housing:

 

1. Cost of Technology: Agencies tend to have access to more industry-leading tools. Technology isn’t always cheap, but it can make a significant difference between success and failure. Drafting contracts for pieces of technology can be expensive, and these expenses can determine whether or not your company carries out an activity efficiently. On the other hand, agencies invest in these technologies and carry the cost across a broad client base, making these purchases more affordable. CMOs must be prepared to liaise with CTOs and spend similar amounts, given the likelihood that technology and marketing will increasingly work hand-in-hand.

 

2. Staffing: Technology is essential, but not if it isn’t used correctly and by the right people. Marketing teams face numerous challenges that require a wide array of expertise. Agencies have several experts across multiple projects. You need to make sure you have adequate staff to meet your objectives. To do this, you must identify the resources you need and the level of expertise required. In agile marketing teams, you must also know how much time they’ll dedicate to key roles and what they’ll spend the rest of their time doing. Finding the right staff has its challenges – ask any hiring manager. As remote work opens the pool to fish for talent globally, agencies and businesses must compete to attract the best talent. Guaranteeing career development, retaining staff to gain an ROI, finding the right talent outside localized digital hubs, and spending on training if needed are hurdles that marketing leaders must overcome.

 

3. Lack of Experience and Resources: Agencies come with experience in the field and with different kinds of companies, many of them similar to yours, so they probably know how to create a strategy that suits you. This wealth of experience and resources means they have a tried and tested approach to carry out tasks swiftly. That is if they manage to overcome communication obstacles with stakeholders.

 

4. Perspective: It’s easy to be blinded by subjectivity. What’s worse, people are easily bogged down by old vices, opinions and narrow-minded thought processes that lead to innovation. In-house marketing teams run the risk of being so used to old habits that they struggle to think outside the box. Getting input from teams who have a fresh point of view and work with an array of clients can help identify ideas or strategies that your team might not have otherwise thought of. Agencies force themselves to keep up-to-date with new trends to maintain a competitive edge. In-house marketing teams must do the same to avoid being left behind. 

 

5. Guaranteeing High Performance: Agencies may have experience carrying out similar projects, but that doesn’t mean they always get things right. But, even then, the solution is clear: you can change to another agency. However, if your team isn’t delivering the right results, time is lost, and you can’t replace the whole staff, especially if it is for embarking on a project that in-house teams weren’t prepared for in the first place. Rectifying errors with your in-house marketing team is worthwhile because it is an efficient way to learn, but it can be slow, it can be costly, and the path to success is not always smooth. 

 

Building an In-House Marketing Team Structure 

 

Building a solid in-house team could take time. You’ll need to invest in finding, training, nurturing and retaining the right talent, expertise and cultural fit. If you don’t carefully evaluate and understand what your marketing team needs, you can waste valuable resources hiring people who aren’t a good fit. 

 

To meet your needs, you must cater to your business objectives, such as saving money, boosting productivity, and delivering positive ROIs. Brand objectives that require more creativity and campaign optimization must also be met. Importantly, it would be best if you evaluated what your in-house team can provide and what gaps agencies leave that can be improved by your in-house marketing project.

 

Finding the right talent isn’t easy. Many roles need to be filled, and there is a competitive market trying to lure the best talent before you can. One of the perks of agencies is that talent can be shared between businesses if they hire the services of the same agency. 

 

However, with in-housing, the competitive advantage you may get when you hire top talent contrasts with a rush in the market to attract this talent before someone else does.

 

Several factors must be considered when hiring top talents for your in-housing teams.

 

1. You’ll need to offer attractive salaries and conditions: Your in-house employees will expect to abide by the same hours and benefits that your company has, unlike the stringent working hours often associated with external agencies. They may also expect attractive salaries to make up for the reduced prestige they may get in their portfolios as they no longer work for several high-profile clients at the same time.

 

2. Develop an agile environment:  A big issue that in-house teams find is that departments are siloed and knowledge is not distributed, meaning skills and capabilities are pigeonholed into specific roles. This slows down processes and ability to complete work. Agencies tend to embrace an agile working environment better than in-house teams. In-house marketing teams must be more agile and cross-functional to speed up delivery, share knowledge and adapt quickly to change.

 

3. Build a creative culture: Reduced budgets and increased pressure since the pandemic has pushed companies to start thinking outside the box and to develop creative workshops to improve ideation. Marketing activities need creativity to engage audiences and stand out in a saturated market. It’s essential to encourage creativity in your teams and monitor it and develop a way of including KPIs for creativity. 

 

4. Hire the right specialists: Marketing teams vary depending on the size and needs of your business, the channels you want to use, as well as the in-housing model you choose to have. However, there are some positions that companies generally have in their in-house teams. You will need to fill specific roles to meet your objectives. Some of the most commonly hired positions are: 

  • SEO/SEM specialist: SEO roles change in an in-house team regarding agencies. In in-house marketing, SEO specialists will liaise more with e-commerce, sales and IT teams while training content specialists and building business cases that optimize their SEO strategies. Therefore, the SEO specialist must have strong interpersonal skills to liaise with key users and tech teams. Often, the SEO specialist will not need to focus on technical IT-related issues. 
  • Content Specialist: Content teams are essential in in-house marketing, so you need to make sure you have content specialists who are creative and engaging, and if they have knowledge of SEO and some experience in the field, even better. Understand the type of content and understand your content teams’ strong points and pain points to ensure optimal delivery. 
  • Data and Analytics Specialist: Data is a big deal. Businesses must be able to analyze campaigns and deliver actionable insights. Data Analysts will be called upon to provide insights into diverse business functions. These analysts must have a good grasp of the key metrics for driving business growth. Marketing data is evolving, and businesses must leverage the right data tools that make the most of the data they have and ensure that this data doesn’t exist in silos but is unified in one manageable place to make work easier for data analysts. Internal teams and businesses need to find data-driven people.
  • Design: Find candidates who can work well under pressure and have extensive Martech stack capabilities. Again, look to see if they have industry experience and work in team environments under limited deadlines.
  • Social Media: Businesses these days understand that a strong social media presence is as important as SEO ranking. Social media can be the voice of your company, reaching out to millions of new potential customers. Social media specialists must also be knowledgeable about  metrics to evaluate the success of social media and brand marketing campaigns. 
  • CMO: You need to find the right leadership for your team, and this begins with the C-suite and managerial roles. Your CMO is the chief coordinator and leader in marketing activities. This person must use their expertise to challenge the team to be better, employing proficient communication skills and a clear grasp on innovation and data-driven, customer-focused decision making. 
  • Paid Search Specialist: Online marketers combine data-driven marketing with innovation and creativity. Along with SEM managers, these specialists must keep updated with the latest industry innovations and insights. 

 

5. Provide the Right Technology: 96% of marketers believe that tech is a significant driver when switching to in-housing. The right martech solution can help you automate tasks, so you can spend more time on the tasks the agency used to do. It can also give you reliable data so you can make better marketing decisions.

You must find the right tool for you though. With such a wide array of solutions available, you need to look out for those that are scalable and present growth opportunities. And then you need to actually use it to its full potential! Investing in marketing technology isn’t just about spending money on it and hoping for the best. You have to invest time and effort into understanding how to use it to reach your goals, and if you do, you’ll reap the rewards down the line. 

mediatool reporting dashboard

A snapshot of the Mediatool dashboard. 

How is In-Housing Affecting Ad Agencies?

 

We’ve taken a look at how in-housing is on the rise, but this does not have to signal the end for ad agencies. On the contrary, this can become an opportunity for marketing and advertising agencies to step out of the Mad Men caricature they have often been black-boxed in and evolve to deliver more transparent and efficient services.

 

What is the Difference Between an Ad Agency and an In-House Team?

In short, while in-house marketing teams rely on internal expertise to market your business, agency marketing uses outsourced marketing teams that your company pays to market your business.

 

Pros and Cons of Agency Partnerships in Marketing

 

Agencies can still provide solutions to many challenges faced by in-house marketing teams, which explains why they are still a popular choice for some businesses. Here are a few of the benefits of marketing agencies:

 

1. Skills and Expertise: The growth of in-housing has triggered a war for the best talent. Finding people who are specialized in specific fields can be a costly and risky endeavor. Top creative talents need variety. Working in-house and creating work for the same client on a daily basis can be a drag. Advertising agencies attract ambitious and competitive minds who are allured by the prospect of solving creative problems.

 

With agencies, you can choose the most experienced companies in the industry, and you can easily switch to other agencies if they don’t meet your requirements. You can also hire agencies that are heavily focused on specific aspects of your marketing strategy, such as SEO or PPC. 

 

Marketing companies can provide access to skill sets that in-house teams struggle to match. These capabilities can vary from experienced knowledge to premium access to features on services like Google Ads or pre-established data on strategies or efficient tactics. Agencies can use their background knowledge to help companies get the best results from new strategies.

 

Businesses can benefit from the knowledge and experience by hiring agencies with a proven record of success in their field.

 

2. Tools and Software: Online marketing agencies have already researched the best marketing tools and can already provide access to them to help you with your strategy. 

 

Marketing agencies can help you find the best tools for your campaigns and provide marketing software to help you measure and track your digital marketing campaigns. Agencies are also updated with new trends like artificial intelligence and machine learning to optimize your campaigns.

 

3. Cost efficiency: Depending on your approach, in-house marketing can save you costs if you already have all the specialists you need on a budget. Building an in-house project from scratch can have steep overhead costs. However, if you need to hire specialists for numerous roles or upgrade or deploy new technologies, agencies can provide the martech you need. Additionally, agencies can allow specialists to work with a rich portfolio of clients, meaning that you are likely to find the best experts already working for agencies.

 

4. Diversity: On the issue of talent, agencies offer access to experts who specialize in a wide range of areas such as email marketing, PPC, social media, SEO, Web design and more. This allows you to leverage multiple marketing channels. However, when managing your marketing in-house, you are more restricted to the talent base you have. 

 

5. Objectivity: Often, an outsider’s perspective can prevent a company from taking an insular approach to decision making and being blind to any flaws. Agencies examine services and products from the consumer’s point of view. Even if they are aware of their client’s objectives, agencies are not reluctant to say no to a client’s idea if it is not feasible, while employees may be more fearful of doing so. 

 

6. Scalability and Time Management: Agencies can quickly scale to your business when changes in strategy require them to do so. If, for example, a company needs to increase its advertising activity during a specific season or take a pause during a lull.

 

Agencies can scale without hassle. In-house teams, however, may feel overburdened by sikes in workloads or, on the contrary, may have staff with no pending work during specific periods. Agencies can provide short-term and on-demand support for particular topics.

 

Cons of Marketing Agency Partnerships

 

It isn’t all perfect, though, for agencies. Marketing agencies need to address some pain points to rise to the challenge posed by in-house marketing. Some of the current disadvantages of marketing and advertising agencies include:

 

1. Slow Communication: With companies increasingly adopting agile mindsets, the importance of communication cannot be understated. Swift communication allows for things to be done quicker. In that sense, having your own marketing team in-house means that messages and feedback are delivered far faster than when liaising with an agency.

 

Agencies serve multiple clients, and in times of high-volume requests, communication speed can be somewhat slower. This has been further exacerbated by the changes in workflows presented by remote work. Businesses use different communication tools and have had to adapt to having regular online calls, tightening schedules and making email the most viable option, even though it is also slower.

 

Often, there are no pre-established processes between a business and an agency for the completion of assignments and projects. This can reduce collaboration speed and cause a brand to enter the market later than its competitors. However, if businesses use the right cloud-based planning tools, they can save many hours every month.

 

2. Localization: The fact that you can contact an agency that is on the side of the world can be convenient, but it can also have its disadvantages if what you really seek is a local marketing company. Different time zones may present a challenge, even though marketing agencies are adapting processes to deliver seamless help regardless of where they are. Having local knowledge of your niche, however, can be a bit more challenging for those who seek it. 

 

3. Limited control for businesses: Many companies like to have complete control over their marketing campaigns. This can cause some disagreements with digital marketing agencies that work best with some freedom. Ideally, it is best to allow marketing agencies to have this freedom, as their expertise in the field is valuable.

 

4. Fewer data-driven decisions: Consumer habits have changed. So has Marketing data. Businesses may be reluctant to share all their data with an external agency, and a perk for in-house marketing is that companies can keep their data secure and make informed decisions. Agencies, however, may make decisions with limited data to guide them. This can affect the efficiency of your marketing campaigns.  

 

Regardless of the obstacles, agencies must champion data in everything they do in order to showcase their abilities to their clients and prove how they can leverage any data they have. To do this, agencies must optimize their analytics tools, systems and platforms to ensure that there are no silos and that data insights can be delivered efficiently and securely.

 

The Hybrid Approach

 

Deciding whether to go in-house or work with an agency can be a difficult choice. Given the pros and cons of both approaches, many businesses with a sufficient marketing budget are opting to take the best of both worlds by adopting a hybrid approach.

 

What is a Hybrid Approach to Marketing Operations? 

 

Hybrid marketing approaches use both in-housing and outsourcing to pursue marketing goals. CMOs need to have a clear idea of the capabilities they can carry out in-house and which ones are better off being outsourced to agencies.

 

Many businesses have faced difficulties when attempting to bring all their marketing, advertising and media activities in-house. This is why hybrid approaches have been a prudent choice by many marketing managers who try to make effective marketing campaigns with limited resources.

 

Even as companies seek more control of their creativity, budgets, data and agility, brands have found hazards when building in-house models. A lack of expertise or access to top talent and limited resources are some of these challenges.

Subsequently, hybrid models can provide enhanced possibilities for businesses. You can build in-house marketing that can handle marketing activities that require a swift response or are better dealt with internally while employing an agency to carry out the tasks that require greater expertise, tools or resources.

 

To implement this hybrid approach and respect agile work methodologies, it is important to work synchronously with the agency you choose. You must establish clear roles, objectives and KPIs for each team and plan collaboratively.

three types of in-housing

(Bannerflow: The State of In-housing 2021)

In a recent survey of over 200 senior European marketers by Bannerflow and Digiday, the amount of companies adopting a hybrid approach has increased. But hasn’t yet taken over in-house and traditional outsourcing approaches. We suspect that within the next year the hybrid approach will be a lot more popular.

 

The Benefits of a Hybrid Approach 

 

The combination of in-house marketing and outsourced agency work requires a connection between the agency and a company’s in-house marketing team. When well-nurtured, the benefits include:

 

  1. Data-driven decisions that respect company privacy and consumer data.
  2. Access to industry experts without having to pay heavy salaries or contest this talent in a highly competitive market.
  3. Access marketing tools and software that may otherwise be at your disposal.
  4. Receive objective feedback to brainstorm effective marketing plans that include in-house and external perspectives.

 

What Will the Future Bring for In-Housing and Agencies?

 

The tug of war between in-housing and agency marketing is unlikely to dissipate soon. Hybrid models have only added more flavor to the mix. Businesses now have more options to carry out their marketing activities. But they must ensure that they find the right one for them.

 

Many companies have been quick to turn to in-housing only to realize that some activities are better off being carried out by ad agencies. It seems that while in-housing is posing a threat to traditional ad agencies, it doesn’t mean that this is the end of outsourced marketing activities.

 

A Return to Hybrid Models, But With More Flexibility 

 

Vodafone’s decision to return to a hybrid model after initially turning to in-housing is an example of businesses that have learned to embrace the best of both worlds. Rather than turning its back on agencies, Vodafone ran its digital media buying in-house before turning to ad agencies to handle the rest of its media operations.

 

When asked about the experience, Maria Koutsodakis, Vodafone’s UK brand and marketing director, explained that the decision to go in-house had been a learning curve and that the brand was now experimenting with new ways of collaborating with the media and ad partners. According to Koutsodakis, agencies have never been more critical, just as long as there is commitment.

 

Vodafone is the only big brand to have tried out in-housing before opting to go for hybrid models. The Danish food multinational Arla decided to sign a deal with a global digital agency but not before taking its media and creative capabilities in-house. Renault and Unilever have followed suit with some forms of internal models combined with agency work.

 

The truth is, there is a common perception that in-housing is here to stay. And while it may ring true, it is also fair to say that it depends on your company’s capacity to embark on this venture. For many, it’s too expensive and complicated to do on a grand scale. The pandemic has made companies try to save costs rather than inflate them. More often than not, the flexibility and seasonal help agencies can offer have been vital in keeping companies going.

 

Brands like J.Crew and Prudential were also quick to go in-house with their marketing activities only to turn back to agencies. However, what they are looking for in agencies have changed. The importance of scale and stability has now gone towards flexibility and adaptability. 

 

This flexibility will also transcend to how businesses will pay ad agencies for their services. Value -drive pricing packages linked to performance, along with flexible retained fees that can be moved between channels and seasons depending on client priorities.  

Businesses may not want to be dependent on agencies anymore, and are increasingly deploying their budgets on internal marketing growth and on trying to bring their marketing expertise in-house, but agencies are still being relied on for the heavy work, such as consulting and programmatic ad buying

 

Agencies Must Evolve 

 

The hybrid approach is increasingly becoming a more prudent choice. Businesses are doing well in taking some of their marketing activities in-house and having more freeway to tee up the strategies that concern them, and allowing agencies to carry out the operations. Before the pandemic, in-housing was trending, but the unpredictability of the market as a result of Covid-19 meant that many businesses recoiled and returned to agencies. While other, more daring enterprises  decided to fish in the talent pool that had grown as a result of agency staff cuts, these were exceptions. 

 

Nonetheless, agencies have been warned that they must change to maintain their clients. Amid this surge in competitiveness many ad agencies are evolving, offering more solutions such as data research capabilities and consulting services that move beyond providing strategic advice but actually offering solutions that cannot be easily delivered by in-house teams. 

 

Businesses hire agencies for their experience and technical proficiency, so it is crucial that agencies deliver proactive insights and high-quality service in close collaboration with the companies that hire them. 

 

The in-housing rush may come to a lull because of the instability caused by Covid-19, but businesses still want to have better control of their data and their creative processes. While agencies mustn´t rest on their laurels, businesses still want to find the best opportunity to bring their marketing activities in-house and use new technologies to help them reach their objectives. 

 

With businesses looking to use agencies for solutions, these will need to optimize their programmatic ad buying capabilities amid the growing competition from strong consultants like Accenture, Deloitte and IBM who are building out capabilities that allows companies to run programmatic in-house. Agencies must step up their game to survive. 

 

Innovation is Key

With digital transformation encouraging the deployment of innovative technologies to keep a competitive edge, marketing departments will want to branch out and try new methods of advertising, while taking ownership of their budgets, such as advertising in the metaverse (and the impending search for metaverse experts that will this entail). 

 

Creativity and the right access to technology will be key to carry this out. As businesses seek better ways to protect their data and ensure transparency, new technologies like blockchain and decentralized applications to increase operational effectiveness and brand loyalty. 

 

Businesses are going to seek new ways to leverage martech technologies that can improve their creativity, save costs, improve their workflows and adapt to remove working environments. Many will be tempted to deploy vertical integrations to carry out innovative processes in-house. 

 

Collaborative martech tools that allow work in one single platform while accessing valuable, transparent and actionable real-time data will be an asset for businesses. Agencies would do well optimizing their solutions too to ensure that they can deliver these requests too. 

Without mastering collaborative relationships, both inside and outside the company, we won’t produce the outcomes needed to win our customers’ business.

Lori Beer, CIO of JPMorgan Chase & Co.

 

The Future of Marketing Operations 

 

While businesses may be adopting different approaches to in-housing, what is certain is that it is altering how brands work and reach their objectives. 

 

One of the allures of In-house marketing is the possibility for brands to reduce costs and be more efficient by increasing transparency and making it easier to monitor, clarify and reach ROIs. 

 

However, while businesses can benefit from increased monitoring, agility and clarity, they also find themselves in an increasingly competitive landscape when it comes to finding the best talent to deliver these in-house capabilities. 

 

In many cases, the decision to take many processes in-house and deploy vertical integrations may not be feasible because of cost restrictions. But businesses will seek more ways to have ownership of their advertising activities, their data and their collaborations to ensure clarity in their processes.  

 

In a complex, highly competitive market, C-suite decision makers must be cautious when identifying the best people and technologies to meet their needs. This is where many opt to rely on hybrid models or rely on agencies for assistance. 

 

As businesses are settling into a new normality, hybrid models are most likely the best option for businesses who seek greater control of their activities but still require the expertise and resources agencies can deliver. But agencies have been warned that if they do not adapt to the new changes in the market and the flexibility that new work methods require, it won’t be long before the in-housing craze returns, and this time for good. 



Where Mediatool Comes In 

 

Mediatool is a marketing management platform that is built for brands and agencies to work independently or together in harmony. We call it the Mediaverse, your own universe where you centralize all of your plan, measure, evaluate and improve your marketing campaigns, in one place. 

 

Mediatool for In-Housing: 

If you’re a brand looking to move operations in-house, you’ll need the same or more visibility over your marketing campaigns that your agency would have otherwise had, if you want to maintain or improve your marketing performance, once you make the move in-house. Like we mentioned, in-house teams really have to step up their collaboration, communication and agility if they want to succeed. Mediatool gives you and your team the tools to become just that. With one overview of all your activities, plans and data, you’ll never look back. Build and scale your own marketing universe, locally and globally. 

 

Mediatool for Brand and Agency Partnerships

The companies that choose to maintain or move to an agency partnership, want more from their agencies in order to justify the spend to key decision makers. We hear time and time again from our customers that they don’t believe their agency has the right technology to push boundaries and help them achieve their goals. Mediatool is built for brands and agencies to work together. In one platform brands and agencies can collaborate on outsourced tasks, set briefs, share data, edit and approve plans, the list goes on! So everyone has clarity over what decisions are being made. 

 

If you work for an agency, you can move all of your clients to Mediatool, and switch between client accounts seamlessly. And not forgetting our Agency Partner Program, which gives you a whole host of benefits for spreading the word about Mediatool with your clients!

 

Take a platform tour to learn more about how Mediatool can improve your marketing operations.

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