Some will say that the external agencies fell asleep at the wheel and lost their almost divine right to marketing and creativity. Others will say that in-house agencies have sold out on the basic principle that marketing should be driven by good creativity and good ideas. The truth is that both models have their distinct advantages. And the good news is that there’s a way to make your marketing setup a win-win-house—a setup that offers both sets of advantages at the same time.
This book explains how to move marketing in-house and have the best of both worlds. It goes through the pros and cons, the roles and competencies needed, and how to use external agencies to strengthen your marketing setup. In short, this book tells you how to move marketing in-house and have the best of both worlds.
For the past 15 years, I've been helping organisations setting up their in-house SoMe, content, branding, and marketing teams. Working with brands such as LEGO, Mars, Maersk, Apple and Georg Jensen I have seen some of the same frustrations and issues when they are working with external agencies.
Here you will find the ideas to create and manage your own in-house setup, tested process, step-by-step guides outlined in the book. They are easy to follow, despite being the result of more that a decade of experience and research. The process is designed to minimise your risk of failure are coupled with the inspiring stories. So if you've ever thought about what it would be like to bring in more of your marketing activities from your creative agencies-this book is for you.
