Filter, an in-house agency partner to leading global brands, has published a new white paper examining the key considerations and consequences faced by an increasing number of companies looking to shift their marketing and customer experience work to in-house agencies. The Hybrid Services Model: Why Future-Forward Marketers are Taking A New Approach to Taking Work In-House analyzes the many important drivers of this trend, as well as the considerable challenges companies encounter in their efforts to build a high-performing, in-house agency.
The paper draws on Filter’s 30-year background in resourcing solutions for digital marketing, user experience and emerging technology services, distilling this demonstrated experience into data-driven insights and actionable recommendations for CMOs and other business leaders.
Top takeaways from this report include an analysis of how in-housing brings greater command and control of a company’s digital experience, and the returns it can deliver against the always-on demand for new, personalized, high-value content to continually elevate those experiences. The paper defines a proven framework — the “hybrid-services model” — for effectively orchestrating marketing activities among a company’s outside agencies, in-house staff, and its in-house agency partner.
This latter party — a relatively new breed of professional services firm that builds and runs in-house agencies or embedded teams on behalf of its clients — combines the capabilities of a strategic consultancy and the expert marketing chops of an agency, along with strengths in workforce operations and talent development. Through this unique blend of disciplines, in-house agency partners have proved to play a key role in the success and sustainability of in-housing programs among mid-size and large enterprise companies.
More and more companies continue to explore in-housing as a means to elevate and accelerate their marketing performance. In a recent survey by the Association of National Advertisers, 78 percent of companies reported new development of some kind of internal marketing organization, and 70 percent moved at least some established business in-house over the past three years.
“In-housing partners increasingly play a vital role in helping companies make this transition,” said Joe Melanson, Filter CEO. “As this paper demonstrates, the collaboration and expertise they bring is essential to crafting an effective, efficient balance across in-house and outside agencies.”
Filter provides in-house agencies and embedded team solutions to leading enterprise companies and emerging brands. Working in close collaboration with each client, Filter deploys specialized, world-class expertise right inside their organization – tightly integrated with their own people and processes to deliver maximum efficiency, impact and speed to market. For nearly 30 years, Filter’s innovative, agile approach has helped clients accelerate the performance of their digital marketing, user experience, and emerging technology initiatives. To learn more about how Filter empowers brands and accelerates business results, visit www.filterdigital.com.
Merkle is a leading data-driven, technology-enabled, global performance marketing agency that specializes in the delivery of unique, personalized customer experiences across platforms and devices. For more than 30 years, Fortune 1000 companies and leading nonprofit organizations have partnered with Merkle to maximize the value of their customer portfolios. The agency’s heritage in data, technology, and analytics forms the foundation for its unmatched skills in understanding consumer insights that drive people-based marketing strategies. Its combined strengths in performance media, customer experience, customer relationship management, loyalty, and enterprise marketing technology drive improved marketing results and competitive advantage. With 9,000+ employees, Merkle is headquartered in Columbia, Maryland, with 21 additional offices in the US and 29 offices in EMEA and APAC. In 2016, the agency joined the Dentsu Aegis Network. For more information, contact Merkle at 1-877-9-Merkle or visit www.merkleinc.com.