60% of brands plan to in-house more marketing in 2023, reveals a report by ISBA, Alchemists Marketing Advisory, and CvE. Aimed at understanding in-housing trends, the report assesses experiences of brands with and without in-house operations. It highlights the gap between expected benefits and actual outcomes in in-housing, underscoring the importance of informed decision-making for companies considering this approach.

Over 90% of surveyed brands report having in-house operations, yet there's notable ambivalence. Brands anticipated improvements in agility, cost efficiency, and control, but results often didn’t meet these expectations. The study suggests the need for internal management and indicates the complexity of managing in-house operations.

The report finds success in in-housing linked to clear vision and effective internal communication. It points out the varying success in in-housing creative vs. media functions and emphasises the challenges in talent management. Clarity of purpose and robust planning are key to in-housing efficacy.