There is a current in-sourcing trend in US and UK, where brands bring creative capabilities in house. Alex Thom, who helped set up the BBC's in-house agency, has argued cost-saving ambitions are not enough; brands need a clear business case and a drive to find and retain the best creative talent.
Alex Thom: "The savings can be attractive but talent is the number one priority. Brands have to keep in mind that the move is a long-term play, an investment in the future.
In-sourcing is not a one-size-fits-all model for any company – it's to be considered on a case-by-case basis. Namely, brands must objectively evaluate their future strategic requirements, and establish the capabilities necessary to fulfil them."