By John Glenday

The World Federation of Advertisers (WFA) has poured cold water on the threat to the ad industry posed by an in-housing trend which has seen major brands from Sky to Unilever handle their creative accounts more directly.

Dismissing ‘hysteria’ around the trend the State of Advertising study found that the only area where advertisers would in-house rather than outsource was low-cost, fast creative executions – although short-form content marketing and influencer marketing could also be affected.

By contrast fields such as big-ticket creativity, traditional media planning, creative strategy and programmatic search are all expected Read full story ›

Source: The Drum