Hasta La Creative!

As the ad world adjusts to a new era of project-based work, as many as two-thirds of marketers that normally work with agencies report that they would like to bring that work in house, according to research by Gartner. This puts agencies at a crossroads, and brand marketers, whether or not they realize it yet, in a very challenging position.

Brands aren’t moving in this direction just because they want to save money (although they certainly do), but because they want to streamline complex processes and work with invested professionals who are closer to the data and know their brand inside and out — something that’s been lost since the death of the AOR.

The in-house strategy makes a lot of sense, but it comes with a host of challenges, starting with the loss of a well-rounded bench of agency specialists who have the unique skills to get a message out across the many platforms and mediums. Companies are realizing that finding the right talent isn’t easy, and that managing the huge number of functions that a robust marketing arm requires — from data analytics to content production — is a very tall order.

Continue reading at AdAge.com