2State of in-housing 2019
Going into 2018, in-house marketing was a trend gaining momentum —
fash forward 12 months and it has exploded into the mainstream.
We at Bannerfow felt compelled to know how the trend was developing
and how our customers’ priorities in Europe were changing in response, or
indeed, driving it. Our belief, along with Digiday, was that the state of in-
housing by Europe’s leading brands was ready for study.
Undeniably, the impact of in-housing can be felt throughout marketing. It’s
a shift that is afecting a broad spectrum of players.
What’s more, brands are rapidly changing how they perform their
marketing. Frustrations with old ways of working are driving brands to take
action, fast.
Yet, decision-makers are still trying to fgure out in-house: what it means
for their teams, processes and technology.
The rise of in-house marketing in Europe is only just beginning to be
analysed and it presents both opportunity and challenge. Gauging the
temperature of in-housing will only grow in importance.
Now is the time to share that knowledge.
Nicholas Hgberg
CEO at Bannerfow
A note from Bannerfow
This report is brought to you by
3State of in-housing 2019
Introduction
The state of in-housing
Confdence levels are high
A varied in-housing set-up
Interview: Internal buy-in
Rick Oakley, Head of Digital Marketing
Lucozade Ribena Suntory
Benefts and barriers
Benefts
Barriers
Interview: Inside in-housing
Ville Heijari, Chief Marketing Offcer
Rovio Entertainment
A place for creativity
Creativity blockers
Tech boost
A view by sector
Interview: Creative thinking
Mark Evans, Marketing Director
Direct Line Group
The future of in-housing
New partnerships
Building skill sets
Return on creativity
A fnal note
Table of contents
4State of in-housing 2019
As brands increasingly seek transparency in their advertising spend and
more control over creative, many are beginning to take capabilities in-
house, spawning new ways of working with agency partners and experts.
Many organizations see it as an opportunity with 91 percent having moved at
least part of their digital marketing in-house. What’s clear is that it’s not an
all-or-nothing approach to in-housing for many of the brands we surveyed
— and there are numerous reasons why, as we uncover in this report.
The research indicates a strong desire to take control of costs, increase
transparency and agility, but the practicalities and challenges of in-housing
tell a diferent story. From existing skills and talent in marketing teams to
gaining internal buy-in, brands vary in their confdence and concerns in
bringing marketing inside their walls. What’s more, a surprising number
of marketers also believe that in-housing is a passing trend, particularly
among those who consider themselves to be early adopters.
To gain a true picture of how this rapidly growing trend will develop, Digiday
and Bannerfow surveyed 200 senior marketers and experts at brands, in-
housing agencies and consultancies based in Europe to discover the biggest
triggers, benefts and barriers to in-housing.
Here is a deeper look into the fndings.
Introduction。