In-housing is when clients take some element of their marketing spend (ie planning & buying media, creative production and/or digital marketing activities) away from third parties, usually agencies, and build their own in-house capability. This year, Vodafone has taken 66% of its media investment (which includes search, social and programmatic) away from its incumbent agencies, saving millions of pounds. Lots of brands like P&G, Unilever and United Airlines are also doing the same in one shape or another. P&G’s marketing chief Marc Pritchard, who has one of the biggest marketing budgets in the world claimed “We are now seizing back control”. Now, where have we heard that phase before?
Last week, we hosted a B2B marketing event with a number of interesting speakers. To kick things off, we had one of favourite clients, Ben Richardson, Global Marketing & Brand Director, of Stanley Black & Decker. Ben has spoken at our previous events and is a great speaker and always delivers lots of excellent insight in direct and common sense style.
Recently a few of us attended a great conference by the coolest b2b and start up magazine in the UK – Courier. For the first time ever, they arranged their own conference to allow the “movers and shakers of modern business and start up culture” to come together in a kind of SXSW festival of innovation.