In-housing is no longer about being scrappy. AI and digital tools made it a strategic choice, with 66% of multinationals now running in-house agencies.
While agencies celebrate scale and innovation from the Omnicom-IPG merger, clients might face challenges, prompting them to explore boutique agencies and in-house solutions.
As the advertising industry sees a consolidation shift, clients may become collateral damage, or they may leverage the scenario to control their marketing strategies.
The rise of AI and digital tools allows smaller agencies to compete effectively, creating a new landscape where ownership and precision targeting are paramount.
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