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October 15, 2018

Which Services Are Handled by US Companies' In-House Agencies? (% of respondents, 2013 & 2018)


Data was provided to eMarketer by Association of National Advertisers (ANA).


Data is from the October 2018 Association of National Advertisers (ANA) report titled "The Continued Rise of the In-House Agency." 412 client-side marketers were surveyed during August 2018 on in-house agencies. Respondents are members of the ANA. The survey results are of only client-side marketers and exclude agencies or media companies. Respondents identified their position as junior marketers (manager level and below 48%) or senior marketers (director level and above 52%) from companies with a business focus of B2B (16%), B2C (41%) or both (43%) with a 2017 annual US in-house agency budget (staff and expenses) of less than $25 million (75%) or greater than $25 million (25%). In-house agency is defined as a department, group, or person who has responsibilities that typically are performed by an external advertising or other marketing communications agency, but excludes internal PR.