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For CMO Professionals

The Brands' Guide To In-Housing Media

Organization: The Omnichannel Advertising Playbook

September 17, 2020

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This is the Organization report in The Omnichannel Advertising Playbook For 2020.

Why Read This Report

The headlines about brands moving more marketing functions in-house have CMOs and B2C marketers asking, "Should we move media in-house?" Our answer: Fortune favors the brave. Only marketing leaders prepared to change their culture, operations, and partner relationships should take the daunting leap of in-housing media, starting with digital. Read this report for a step-by-step guide to creating strategic advantage by insourcing portions of your digital media operation.

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Table of Contents

  • Media In-Housing Efforts Have Matured Beyond "Cost Cutting"
  • Cultural And Organizational Challenges Inject Complexity
  • Pursue Differentiation Before Commoditizing Functions
  • Recommendations

  • Set The Conditions For Sustainable Success In Stages
  • Supplemental Material
  • Related Research Documents

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