According to a recent ANA report, 78% of brands say that they have brought part of all of their marketing in-house. Marketers and advertisers are looking to regain control over their marketing activities, from strategy definition to the production of creative assets and the management of advertising campaigns.
Supported by in-housing agency Oliver, Unilever group announced €500 million savings on the production of its creative assets, thanks to the creation of an in-house content studio called “U-Studio”.
So, how do advertisers manage to take part or all of their marketing in-house? And what are the strengths and weaknesses of this new model?
With the participation of Iman Zebboudj.