Agencies worried about the existential threat of marketing moving internally can take a sigh of relief, at least, for the moment. Even when clients take specific marketing functions in-house, they often still rely on their agencies to help assist in those areas.
A Digiday survey this month of 73 client-side marketers who manage their company’s agency roster found that 61% of marketers doing creative production in-house will continue to work with an agency to assist with creative execution. For work like media strategy or creative strategy, roughly half of clients still worked with agencies. The picture is different with programmatic: Only 29% of marketers still had outside help for programmatic media buying and about one-fourth used agencies when they did their own search marketing.