F10-02·F10 — Marketing Organisation
In-House vs Agency — The False Dichotomy
The productive tension
In-house capabilityandexternal expertise
The synthesis
The question is not in-house or agency. It is which capabilities belong in-house and which belong outside. Some capabilities — brand knowledge, customer data, category context, day-to-day channel execution — must be in-house. Others — creative origination, craft production, specialist media, category-external perspective — are typically better and cheaper from agencies. The evidence-based marketer designs the client-agency boundary deliberately, based on capability need, not on ideology or procurement pressure.
Learning objectives
- →Trace the 2015-2022 in-housing wave and its subsequent rebalancing
- →Identify which marketing capabilities typically belong in-house and which belong outside
- →Explain why agency talent economics resist full in-housing
- →Recognise procurement-driven versus capability-driven in-housing decisions
- →Design a client-agency boundary based on capability need
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