Survey shows decline in brands' desire to 'in-house'
By the drum
The number of brands planning to take their digital activity in-house has halved over the last 12 months, this is despite several high-profile controversies over transparency played out in the media over the last year.
A report from trade body SoDA shows the amount of brands looking to “take digital in-house” has dropped from 27 per cent a year ago, to 13 per cent in 2016. Rather, instead of consolidation in terms of agency rosters, SoDA’s Global Digital Outlook Survey found the number of agencies claiming to work with three or more digital shops grew to 42 per cent.
Source: The Drum
