In-house or agency: the ROI question for a mid-sized business
In-housing is now the default posture of large marketers, and mid-sized businesses are being told to follow. But the same research showing in-house teams everywhere also shows almost all of them keeping an external agency. The real question is not in-house versus agency. It is which work each owns best, and whether you can measure the answer.
In-housing is near-universal. So is keeping an agency. That contradiction is the whole answer.
The pitch to build everything in-house is seductive: control, savings, a team that lives your brand. The data backs the trend and then quietly undercuts the pitch. Most large marketers have an in-house agency, and almost all of them still use an external one. Here is why the smartest teams run both, and how a mid-sized business should split the work.
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