20 December 2020, 12:00
By Dean Music
Sales and marketing leaders have battled over the choice between an in-house or agency creative team for years. For global brands it’s almost a given there will be a long-standing relationship with an equivalently prestigious creative agency combined with in-house management oversight.
For businesses that choose to go it alone and create a multi-skilled in-house team they lose out on the external perspective and access to the on-demand specialist skills an agency model can offer. So it’s no wonder no model has never won outright - neither is truly fit for purpose. And somewhere down the line sales and marketing leaders, whether they realise it or not, will need to make compromises.