A New Paradigm in Marketing Management

The digital transformation wave has impacted various facets of businesses, reshaping how they function and serve their customers. As a core function, marketing has yet to be untouched in many companies. But now, the traditional boundaries of in-house teams and external agencies are blurring. Enter the concept of the "In-house Agency as a Service.

What is In-house Agency as a Service?

Simply put, an In-house Agency as a Service operates as a hybrid model, bridging the gap between in-house teams and external agencies. 

In many ways, you could compare the idea of an In-house Agency as a Service with the canteen operation, the external cleaning company or the security people you can hire to do a specific task in your company.

Tasks that are not core business in your company. Companies still own the strategy and are setting the overall direction, but on-site agencies – in-house setups operated by an external partner – are gaining ground worldwide.

The on-site agency provides specialised services akin to traditional agencies but functions closely with clients, integrated into their daily operations. We offer the expertise and scalability of an external agency while maintaining the intimate understanding and alignment of an in-house team sitting at their site just 50 meters down the hall.

Why the Shift

The evolution towards this model stems from several factors:

Efficiency & Speed: In-house agencies have the advantage of understanding a brand's DNA. By merging this with the service model, decisions and executions can be faster. But in-house agencies often lack the connection to a mothership, and it is difficult for in-house teams to truly run their operations as a "real" agency. Often in-house team employees get sucked into day-to-day tasks and have difficulty free time for creative jobs. In our reason study, talking to more than 500 in-house employees, 66% mentions finding time for creative work as one of the greatest challenges for in-house setups. By having a company specialised in running marketing operations managing the in-house team, companies often increase the efficiency by 30% to 40%.

Cost-effectiveness: At its core, the on-site agency model appears to address a long-standing economic challenge many companies face: the trade-off between the overheads of an expansive in-house team and the premium prices charged by external agencies. While undeniably rich in expertise and aligned with a company's culture, an internal team often brings with it the baggage of fixed costs. Costs that are difficult to justify when the team's full spectrum of skills isn't perpetually in demand.

On the other hand, while external agencies bring a breadth of experience and a fresh perspective, their services often come with a hefty markup, reflecting not just the value they provide but the operational costs they need to cover.

So, where does the evidence point? Research from the World Federation of Advertisers paints a compelling picture. Their studies suggest that the on-site agency model doesn't merely promise cost savings—it delivers. Companies that have embraced this paradigm entrusting specialised firms to steer their in-house marketing initiatives have reported an impressive 40% uptick in savings. However, it's vital to understand that this isn't merely about cost-cutting. It's about value optimisation. The on-site agency model ensures every dollar funnelled into marketing campaigns is strategically allocated, driving better outcomes and higher ROI.

Scalability: As the business grows, so can the services. The modular nature allows businesses to scale up or down based on needs. Companies don't need to buy the complete setup with external agencies when they actually don't need it, and they don't need to hire more people for their in-house setup than they need. With an In-house Agency as a Service-setup, they have the flexibility to scale when needed without worrying about the cost of maintaining a network of freelancers and ensuring that they are onboarded, have signed NDAs and are compliant regarding computers and software. In the model, they only get what they need and only pay for that. 

The In-house Agency as a Service-company has multiple in-house agencies where specialists can circle in the different in-house setups. All the company has to do is cherry-pick the competencies they need for a specific project.

Heavy workloads and poor planning lead to stressed teams, exacerbated by insufficient digital enablement, where heavy reliance on spreadsheets to manage projects and resources can result in more work for creative teams. This is something you need to factor in when you are setting up an in-house team. The On-site Agency already have that list of "can-do" people they can call in for extra help. They will have built a scalable setup with specialised Travel Team employees or offshore capabilities they can bring in whenever the workload gets too heavy. 

Professionalising the In-House Marketing Operation:  Companies are frequently caught in the labyrinth of intricate marketing operations. As markets become increasingly fragmented and consumer behaviours shift with dazzling speed, having an adept in-house marketing team isn't just a nice-to-have—it's a strategic imperative. But how can companies ensure their in-house teams aren't merely functioning but thriving?

Any explorer will tell you: a compass is indispensable when traversing uncharted territories. Similarly, in the sprawling expanse of modern marketing operations, in-house teams require direction, clarity, and tools to navigate the multifaceted challenges they face daily. And an on-site promises to be that compass.

But what does this navigation entail? It's more than just pointing teams in the right direction. It's about equipping them with a full suite of tools—from intuitive dashboards that provide a bird's-eye view of ongoing campaigns to transparency mechanisms that shed light on every facet of a marketing initiative.

The ultimate objective? Professionalisation. It's one thing to have a team that's operational and another to have one that's operating at the zenith of its potential. By choosing the In-house Agency as a Service model, companies can transition from merely 'doing' marketing to mastering it—transforming their in-house marketing operations from a supporting function to a strategic powerhouse.

Outside-in perspective: One of the major pitfalls of having an in-house creative team doing your marketing activities is the apparent need for an outside-in perspective. Having your team within reach may have some notable advantages, but they also get too compliant sometimes; they may have a hard time challenging briefs from colleagues. Your in-house team understands your brand deeply, which is a great advantage in order to act quickly. Your own team can turn a campaign around in just a few hours if you need it. They hardly need to be briefed. They understand your product, people, and customers. They have an intimate understanding of your business and its industry. And this enables them to create tailor-made campaigns for your company. 

Nevertheless, they are only working on one brand—yours. This limits the breadth and depth of their skills. Your in-house team may struggle to extricate themselves from the brand that employs them and see things in a new way. And that sometimes makes them miss out on industry trends since their exposure is limited, creating a lack of perspective that may affect the creative outcome.

From our experience, this can easily be factored into your workflows with trusted people from the outside brought in at the right time in the process to assist with the idea- and concept generation. This is one of the significant advantages of the In-house Agency as a Service-model: The on-site co-creation setup is designed to foster collaboration, spark creativity and drive innovation. The co-creation setup is a unique process that allows the on-site team and specialists connected to the mothership to work collaboratively with clients to create innovative campaign ideas. 

We begin by assembling a top creative team that consists of our in-house agency and external Travel Team creatives who bring a fresh outside-in perspective to the table.

Together, they work through a two-day sprint to generate ideas that meet the specific needs of the client's campaigns. The in-house team ensures that all ideas are on-brand, while the Travel Team creatives provide a new perspective that can help them break out of traditional thinking patterns.

They have multiple pitstops throughout the process to ensure they are on track and that all ideas meet the client's goals and objectives. They work in a flexible and collaborative environment, allowing for open communication and exchanging ideas.

Overwhelmed by the plethora of MarTech tools? 

AI possibilities seem endless. We get it. MarTech assessment is a mammoth task. But the On-site Agency simplifies it for you. They already own a set of fully compliant MarTech and AI tools. Deploying content and marketing assets has never been easier. 

The digital age is akin to a double-edged sword for your in-house setup. On one hand, we have more tools at our disposal than ever before. On the other, the sheer volume and complexity of these tools can leave businesses overwhelmed, even paralysed by choice. With AI branching out into myriad directions, the possibilities, while tantalising, often become a source of consternation.

But here's where the On-site Agency model shines. Instead of wading through the quagmire of MarTech options, these agencies present businesses with a streamlined, pre-selected set of fully compliant MarTech and AI tools. It's the equivalent of having a seasoned guide in unfamiliar territory. This isn't just about easing the decision-making process. It's about efficiency and efficacy. By partnering with an On-site Agency, the deployment of content and marketing assets becomes seamless. No more grappling with integration issues or compatibility concerns; it's a turnkey solution that takes the guesswork out of MarTech.

In the grand scheme of digital marketing, it's crucial to remember that tools are just that—a means to an end. The real value lies in how these tools are leveraged to drive results. With their pre-emptive approach to the MarTech puzzle, on-site Agencies position businesses at the vanguard of this digital frontier.

Is it Right for You?

The decision to adopt an In-house Agency as a Service model depends on several factors:

Business Size & Needs: A startup might benefit less than a medium to large enterprise with diverse marketing needs.

Budget Considerations: While it can be cost-effective in the long run, initial investments might be higher than hiring freelancers.

Strategic Alignment: This model might serve you better than traditional agencies if your business requires frequent pivots and quick decisions.

The In-house Agency as a Service model is redefining how businesses approach marketing. It offers a promising blend of intimacy, expertise, and scalability. As with all decisions, weighing their advantages against your business's specific needs and context is crucial.