#in-housing

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Marketing
fromThe Drum
1 week ago

Forrester predicts 15% agency job losses in 2026. Is the 'agencies as agents' era over?

Marketing agencies will lose headcount and autonomy in 2026, transforming into product-owners, technology resellers, and strategy/execution orchestrators reliant on media revenues.
Marketing
fromDigiday
4 weeks ago

WPP client Dell Technologies is rolling out its global in-housing initiative, reshaping media-buying strategy

Dell Technologies is bringing its global media-buying operations in-house, starting with search and social, to cut costs and improve ROAS, affecting agency partners like WPP.
Artificial intelligence
fromDigiday
1 month ago

Why generative AI doesn't fit into a standard in-housing playbook - yet

Brands are adopting hybrid AI strategies, selectively in-housing some functions while partnering externally as they test AI efficiency, usability, and impact across the marketing funnel.
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