What should I keep in-house (i.e., do with teams inside the company’s four walls), and when should I use an agency? That marketing/advertising dilemma may be one of the most persistent. The decision is hugely consequential, and so it would be ideal to apply some sort of lens that can help you make some sense of all the noise around this topic.
I’ve worked at agencies all my career, but I have also had a few turns as a client and board member, so my hope is that both sets of experiences make me qualified to share with you why you need to at least grapple with the difficult decision of in-house vs. agency. In this article, I provide four key areas to guide your decision: your core, economics, resource scarcity, and leverage.
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