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Are in-housing agency services as popular as the industry is making out?

In all the major advertising markets, there are now in-house specialists and industry bodies championing the rise and benefits of taking agency services in-house. Figures of three or four advertisers in five having in-house capabilities are regularly reported. It feels like the in-house agency trend that started in the US five years ago has now spread across the world. But is it really an increasingly popular trend? Or is this simply something many marketers and their organisations already had? Is in-housing as popular as it seems? Or is the truth that many agency services from design right through to media planning and buying have always been available in-house? The industry appears to be talking it up.

So, therefore we ask you to tell us what you think and choose between the following:

Are in-housing agency services as popular as the industry is making out?

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