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The Growing Trend of In-Housing Communication Activities

In the rapidly evolving world of corporate communications, a paradigm shift is occurring. The World Federation of Advertisers (WFA) conducted a comprehensive survey with 45 multinational companies, uncovering a significant trend towards in-housing communication activities. This move marks a pivotal change in how global brands manage and execute their communication strategies.

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Evolution of In-House Communications

In the past two years, there has been a notable increase in the number of large brands with internal communication agencies. From 2020 to the present, there has been a 16% increase, with 66% of large brands now having an in-house agency. Moreover, 21% are considering establishing one, signifying a 17% increase from 2020. These in-house agencies are not just logistical centers; 70% of them boast strategic capabilities, showing a maturity beyond mere content creation. However, the synergy with external agencies remains critical, especially for tasks that exceed the in-house capacity.

Expanding Scope and Skills

Interestingly, many of these in-house agencies are relatively new, with three-quarters being between one to five years old. Yet, their skills and services are rapidly expanding. Currently, 56% of these companies are planning to increase digital production in-house, 33% are focusing on boosting offline production, 22% are enhancing their data strategy, and 11% are improving data management and insights.

Additionally, there's significant growth in online planning and procurement. For instance, 83% expect to handle some social media purchases internally within the next three years, a 37% increase. Meanwhile, 67% intend to add social media planning, and 50% aim to take over digital media planning and purchasing.

Motivation Behind the Shift

Initially, cost-saving was the primary driver for in-housing. However, these operations have unveiled substantial additional benefits such as improved response times. Interestingly, the performance measurement of in-house agencies diverges from external agencies, focusing more on output rather than traditional metrics.

High Satisfaction Rates

The satisfaction levels with in-house agencies are impressively high. Overall satisfaction stands at 86%, with a significant increase in complete satisfaction from 23% in 2020 to 33% in 2023. This data underscores the efficiency and effectiveness of in-house communication strategies.


The WFA's study highlights a clear and growing trend towards in-housing communication activities among global corporations. This shift is not just about cost efficiency; it’s about strategic control, responsiveness, and aligning communication more closely with brand values and objectives. As this trend continues to evolve, it will undoubtedly reshape the landscape of corporate communications.

Ready to revolutionize your marketing approach with in-housing? Let PitchPoint guide your journey! Our expertise ensures that your transition is seamless, efficient, and tailored to your unique needs. Contact for more information on how best to proceed.


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