Digiday Research: How working moving in-house affects the client-agency relationship

Clients are undeniably taking more work in-house, but that doesn’t mean they’re cutting off agencies entirely. That can make for a sticky situation. Roughly 30% of marketers building in-house capabilities said doing so strained their relationship with their agencies, according to 73 client-side marketers surveyed by Digiday this April.But for most respondents, 60%, the shift to in-house hasn’t changed how they cooperate with agency partners. Meanwhile, another 12% of survey takers were...

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