Why this marketing consultant says the in-house agency buzz is mostly ‘noise’ | Advertising


After more than 30 years of working with agencies including Havas and WPP’s Saatchi and Y&R, Avi Dan knows where a few bodies are buried. More recently, he has taken what he learned across the aisle to the brand side: As the founder of Avidan Stratgies, Dan now advises clients on their agency relationships.

As such, he has a few thoughts about the trend of brands bringing agency capabilities in-house, which dominated much of the conversation at the Association of National Advertisers annual “Masters of ” conference in Orlando last week. He shares them in this episode of “Remotely Entertaining.”

“A lot of the noise about in-house agencies is that: ,” he says. “There’s certain work that doesn’t make sense to push outside and give to agencies. But I haven’t seen one brand-building campaign that came from an in-house agency.”


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