For Marketing Leadership Professionals

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	October 27, 2008 (updated November 17, 2008) Fight The Recession With An In-House Agency Improve Budget Control And Continuity In A Digital Age by Jaap Favier with Erik Hood	Average: 8  (1 rating)

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Executive Summary

A Forrester study together with the In-House Agency Forum shows that firms that have an internal agency are more than satisfied with the quality, low cost, and stability that this department provides. Marketing leaders should take note — the needs for in-house coordination and innovation will only increase as budget pressures require accountability, digital media grow, and Personal TV brings new targeting opportunities.

TABLE OF CONTENTS

• Today's Channel Complexity And Scrutinized Budgets Challenge CMOs
• In-House Advertising Agencies May Offer The Relief That CMOs Need
• When Should You Start An In-House Agency?

RECOMMENDATIONS

• Start The In-House Agency Small
• Supplemental Material
• Related Research Documents

This is an excerpt

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