Summary
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. CMOs and B2C marketers can use this step-by-step guide to calibrate their media partnerships and create a strategic advantage by insourcing portions of digital media.
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