For the last twenty years, the fundamental drivers for adopting an in-house agency model were cost savings, speed to market and increased control. However, today, that is no longer the case, as more brands are bringing work in house due to marketing channel complexity, increased data security requirements, and the need to own the entire customer journey.
While some brands have successfully brought the vast majority of their work in-house, these are the exception and not the rule. Many have found that increased cost, complexity and inability to retain critical talent have forced them to recognize the value of blending internal and external agency expertise. The Hybrid model supports this evolution through specialization, shared responsibilities and accountability. However, this is easier said than done.