‘Shift Happens’ Webinar - Myths v Reality
On 31st October, we hosted a webinar with friends of The Liberty Guild Janet Markwick and Rhona Glazebrook. The brilliant minds behind the IPA’s recent in-housing report, ‘Shift Happens’.
In a blend of expert insights and friendly conversation we delved into their state-of-the-nation Bellwether report and highlighted significant discrepancies between perception and reality. You can access a recording of the session here. But if you're short on time, here’s a quick snapshot of the myths the session debunked:
M: MARKETING BUDGETS ARE SHRINKING
R: Contrary to popular belief, advertising spending isn't declining. Predictions show it will become the largest sector by 2026, growing annually by 4.6%. The focus is on producing diverse content and improving efficiency.
M: IN-HOUSING IS STILL THE OUTSIDER
R: ‘Shift Happens’ indicates a unanimous belief in the rise of in-housing. Brands are increasingly recognising the need to integrate in-housing strategies for better alignment with business objectives.
M: IN-HOUSING IS MOSTLY DECOUPLED PRODUCTION & DELIVERY
R: In house agencies are growing their capabilities ALL. THE. TIME. Nothing is off-limits
M: IN-HOUSING IS ALL ABOUT COST EFFICIENCY
R: In-housing extends way beyond cost-saving. Especially after the first year. It involves reinvesting budgets in areas like data-driven insights and brand guardianship. Collaborations with creatives who are deeply invested in their brands lead to impactful advertising.
M: IN-HOUSING AGENCIES ARE LESS CREATIVE
R: Lions, Pencils, and Effies, in-house agencies (IHAs) have their sights firmly focused on bringing home the industries most prestigious metal. There is no lack of creative ambition or talent in-house.
M: CREATIVE AGENCIES ARE THE CHANGE AGENTS
R: Brands, not agencies, are at the forefront of evolving communication strategies. Agencies need to lean in and support this transformation, moving away from traditional, rigid structures.
M: MARKETERS WILL ALWAYS RETAIN EXTERNAL AGENCIES
R: As in-housing evolves to align with shifting marketing spend, tech and data join the dots to deliver greater efficiency and effectiveness. Agencies need to evolve their models and services too.
M: TOP AGENCY TALENT WILL NEVER MOVE INHOUSE
R: High-profile brands like Samsung and Three Mobile demonstrate that in-house roles can and do attract top industry talent. Flexible models, like The Liberty Guilds’, effectively integrate award-winning teams with in-house efforts, leveraging creative and strategy for enhanced collaboration and transparency.
M: THE KEY TO ADVERTISING SUCCESS IS CREATIVE TALENT
R: It’s important, but not everything. In-housing delivers more than functional value, cost efficiency and speed. IHAs are now plugging in data and tech to deliver business building value. Moving closer towards creative transformation.
M: ALL BRANDS AND AGENCIES WORK WITHIN A MARKETING ECOSYSTEM
R: Agencies are competing in a marketplace on price, based on demand and supply. However, they’re also operating within an ecosystem. Clients must work hard to ensure that those ecosystems are functioning effectively, meaning leading, assigning and policing roles and remits.
If you’d like to continue the conversation with Janet and Rhona about their findings, or understand how The Liberty Guild can help bring freshness and firepower to your in-house model, we’d love to hear from you - freedom@thelibertyguild.com.
