What the rise of in-house marketing means for agencies

09/15/2013 | Advertising Age (tiered subscription model)

As more brands develop in-house talent for their creative needs, agencies will be in trouble only if they focus on commoditized work instead of clearly providing value with strategic campaigns, writes Adam Kleinberg. In-house staff are well positioned to create short-term digital and social content, but agencies can provide better support for content such as video or season-long campaigns, gaining a strong position by working with a brand's team.

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