October 15, 2018

What Is the Primary Benefit to US Companies of Having an In-House Agency? (% of respondents, Aug 2018)


This survey asked client-side marketers in the US what the biggest benefit to having an in-house agency was during August 2018. Responses included cost efficiencies, better knowledge of brands, speed, institutional knowledge, creative expertise and greater control.


Data was provided to eMarketer by Association of National Advertisers (ANA).


Data is from the October 2018 Association of National Advertisers (ANA) report titled "The Continued Rise of the In-House Agency." 412 client-side marketers were surveyed during August 2018 on in-house agencies. Respondents are members of the ANA. The survey results are of only client-side marketers and exclude agencies or media companies. Respondents identified their position as junior marketers (manager level and below 48%) or senior marketers (director level and above 52%) from companies with a business focus of B2B (16%), B2C (41%) or both (43%) with a 2017 annual US in-house agency budget (staff and expenses) of less than $25 million (75%) or greater than $25 million (25%). In-house agency is defined as a department, group, or person who has responsibilities that typically are performed by an external advertising or other marketing communications agency, but excludes internal PR.