ORLANDO\u2014The latest report on marketers taking certain activities in-house as opposed to using agencies comes as both sides need to produce more growth and profits. \u201cEverybody\u2019s under pressure at the same time,\u201d observes MediaLink Chairman and CEO Michael Kassan.<\/p>\n

Noting margin inadequacies at agencies and profit-and-loss challenges at marketers, it\u2019s logical to take a close look at what can be done in-house, Kassan says in this interview with Beet.TV at the recent Association of National Advertisers Masters of Marketing<\/a> conference.<\/p>\n

\u201cThose are competing dynamics and I think it\u2019s a chaotic moment and I think there is more that clients, marketers can do themselves. That doesn\u2019t negate the need for an agency because the agency is that outside-in perspective that you can\u2019t always get looking inside out,\u201d says Kassan.<\/p>\n

\u201cYou run the risk if you create an in-house agency at brand X, that your team is only focused on brand X and they don\u2019t get the horizontal visibility and influence that you get if you\u2019re working across many brands.\u201d<\/p>\n

Taking more functions in-house also impacts the recruitment of talent when creative or media practitioners decide whether they want to work on just one client or vertical category, according to Kassan<\/a>. \u201cOr do they want the variety is the spice of life approach where they get to work across a portfolio of clients?\u2019<\/p>\n

The ANA surveyed 412 of its members in August 2018, 52% of whom were at the director level or above. According to the survey<\/a>, 78% of ANA members have some type of in-house operation compared to 42% 10 years ago.<\/p>\n

Kassan believes that advances in technology and automation will continue to be driving force for marketers deciding to do more themselves. \u201cWill that trend continue? Yes.\u201d<\/p>\n

He perceives more transparency in what people are talking about at the ANA conference, and not just pertaining to media buying and placement \u201cbut also transparency about the actual conversation. Marketers and agencies actually talking about what are the benefits and liabilities of going in house. I think it\u2019s a good conversation and we\u2019ll see a lot of movement in that regard.\u201d<\/p>\n

This series \u201cGrowing Brands and Driving Results,\u201d was produced at the ANA Masters in Marketing \u201918 conference in Orlando. The series is sponsored by the FreeWheel Council for Premium Video. Please find additional coverage here<\/a>.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

ORLANDO\u2014The latest report on marketers taking certain activities in-house as opposed to using agencies comes as both sides need to produce more growth and profits. \u201cEverybody\u2019s under pressure at the same time,\u201d observes MediaLink Chairman and CEO Michael Kassan. Noting margin inadequacies at agencies and profit-and-loss challenges at marketers, it\u2019s logical to take a close […]<\/p>\n","protected":false},"author":17,"featured_media":57201,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"mc4wp_mailchimp_campaign":[]},"categories":[7591],"tags":[3396,3397,5905,5960,5961],"_links":{"self":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/57199"}],"collection":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/users\/17"}],"replies":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/comments?post=57199"}],"version-history":[{"count":0,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/57199\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media\/57201"}],"wp:attachment":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media?parent=57199"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/categories?post=57199"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/tags?post=57199"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}