1、MAY 2023 The Continued Rise of the In-House Agency:2023 Edition2|The Continued Rise of the In-House Agency:2023 EditionBACKGROUND AND METHODOLOGY.4EXECUTIVE SUMMARY.6CONCLUSIONS .8DETAILED FINDINGS.10In-House Agency Penetration Is at an All-Time High.10 Many In-House Agencies Are New.11 In-House Age

2、ncies Provide Multiple Benefits.12Cost Efficiencies Are Primary Benefit.13Satisfaction with In-House Agencies Is High.14Workloads Continue to Increase.15Strategic Services Handled In-House.16Creative Services for Digital Media Handled In-House.17Creative Services for Traditional Media Handled In-Hou

3、se.18Media Planning and/or Buying Services Handled In-House.19Other Services Handled In-House.20Most Companies Also Work with External Agencies.21Workload:In-House vs.External Agencies.22Two-Thirds Have Moved Business from External Agency(ies).23Capacity and Capabilities Drive Work to an External Ag

4、ency.24How External Agencies Can Limit the Shift of Work to In-House Agencies.25One-Third Have Programmatic Capabilities In-House.26Specific Programmatic Capabilities In-House.27Benefits of In-House Programmatic Capabilities:Better,Faster,Cheaper.28Only a Low Percentage of Those Without In-House Pro

5、grammatic Capabilities Are Considering It.29In-House Agencies Come in All Sizes.30Number of Full-Time Staff.31Make-Up of Employees by FTE,PTE,Freelance.32Creatives Dominate Make-Up of Employees by Function.33Impact of the Pandemic on In-House Agency Staffing.34TABLE OF CONTENTS3|The Continued Rise o

6、f the In-House Agency:2023 EditionIn-House Agency Budgets.35Billing Method.36Top KPIs.37Evaluations.38Changes Are Related to Growth.40Biggest Challenges Related to Managing Growth.41APPENDIX.42Appendix:Detailed Charts.43Appendix:Email Invitation.46ABOUT THE ANA.47ADDITIONAL RESOURCES.47ACKNOWLEDGEME