BCG’s test-yourself tips for in-housing your advertising

The Boston Consulting Group, the management consultancy, has outlined several guidelines for marketers that are considering whether to bring agency responsibilities in-house.

More than two-thirds of American marketers report that the trust in agencies isn’t as high as it should be – and Boston Consulting Group’s (BCG) new handbook outlines various guidelines for brands that might want to take their advertising in-house.

Such massive change “is inherently risky,” Petros Paranikas, senior partner/managing director at the consultancy, told delegates at the Association of National Advertisers’ (ANA) 2019 (and first) In-House Agency Conference, “depending on how you manage it.”

To minimize long-term exposure, BCG identified four key steps in determining whether creative disintermediation makes sense for a brand:

  • acquiring the right mix of talent;...

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