The Continued Rise of the In-House Agency: 2023 Edition
Every five years since 2008, the ANA has surveyed our members on the topic of in-house agencies — 2008, 2013, 2018, and now 2023.
The research provides a unique and consistent benchmark on the evolution of in-house agencies and covers issues including: usage of an in-house agency, specific services handled in-house, benefits and challenges, relationship with external agencies, staffing, KPIs, and more.
Eighty-two percent of ANA members have an in-house agency in 2023 — up from 78 percent in 2018, 58 percent in 2013, and 42 percent in 2008. We predict penetration will eventually peak at 85 to 90 percent. In-house agencies should no longer be considered a "trend." They have become firmly entrenched as part of the holistic marketing ecosystem and are now a "mainstay."
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Source
"The Continued Rise of the In-House Agency: 2023 Edition." ANA, May 2023.