Forrester Infographic: In-House Agencies Shift From Executors To Creators

In-house agencies have long been regarded as second-tier providers of marketing services. As investments for insourcing accelerated over the last decade, however, in-house agencies’ creative capabilities evolved from repurposing marketing content to creating big ideas. As chief marketing officers and their C-suite partners grapple with the rising costs of marketing and the proliferation of media channels, they often turn to insourcing for more marketing outputs. We analyzed eight years of data collected in partnership with the In-House Agency Forum (IHAF) as well as Forrester’s own research to illustrate this shift from “supporting cast” to “assuming the director’s chair.”