In-house is a term for a situation when the marketing process in a company is exclusively handled by its employees. Sometimes third parties are involved to perform any specific tasks.
Large companies often run their advertising campaigns on their own, creating departments of entire in-house advertising agencies. Such agencies are identical in structure to traditional ones, but they have only one client – the parent company. Sometimes companies can have several additional advertising agencies. A striking example of such an agency is Content Factory, a subsidiary of Coca-Cola.
Advantages of Having an In-House Team
- First-party data. Internal agencies provide more control over their data, which means better security of customer data.
- Communication speed. The agency staff knows your brand like the back of their hand and has access to in-house software, which greatly speeds up communication.
- Transparency. The parent company has full access to the agency’s reporting and the data with which it works.
- Flexibility. The company does not have to wait several days for the agency’s reaction to changes in the advertising campaign.
- Technologies. The company can put into use CPM (Creative Management Platform), which helps to significantly reduce the time to work.
- Expenses. The company fully controls the agency’s expenses and can adjust them in one direction or another.
