In-house agency talk dominates stage at ANA
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The skyrocketing growth of internal agencies78 percent of marketers now have some form of in-house team, up from 58 percent five years ago, according to an ANA report released this monthhas been a continual theme in several presentations at the ANA Masters of Marketing Conference this week.
In fact, it’s such a popular topic that the ANA plans to host its first in-house agency conference next March in Orlando, ANA group executive VP Bill Duggan announced on Friday. The three-day event will include presentations from internal creatives at Verizon, Chobani and Clorox.
At the Masters of Marketing, opening keynote presenter Jeff Charney, CMO of Progressive Insurance, which has had its own internal agency for years, gave ANA CEO Bob Liodice a (verbal) “major high five” on the increasing trend. While Progressive uses some external agencies to supplement its internal work, Charney said, “You can’t over-depend on your agency-they can only do so much.”
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