Why are brands taking agencies in-house?
According to Coty’s executive VP category development Camillo Pane, the acquisition of Beamly will help the company develop its brand strategies in future and allow for immediate feedback. This will be of particular importance when Coty gains 43 of P&G’s beauty brands, a deal which is planned to go through in the second of half 2016.
“When it comes to combining all of our current and new brands, we will need to engage with our consumers in a very different way from a content creation point of view. This will take some time to change in-house, so it will Read full story ›
Source: Marketing Week
