Anyone have experience or example of brands who have in housed media buying in Ireland? Looking at 2021 budgets and can’t help but think the media agency value add is quite limited (considering fees and rebates etc) when compared to one or two junior hires well managed who would be always on the account... am I crazy?

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Eir moved their media in house a few years back. Not sure if they still do or how it worked out for them.

Must have a snoop around see can I find out

You also have to consider the discounts that the larger media agencies will command. A lot will depend on your buying power.

Another consideration is the type of media you’re buying and the skill sets required to implement. For example if you have PPC, social and display remarketing these will need targeted, tracking code put in place and optimized. It will be tricky to find a person with all these skills and ATL buying. You may need 2 people, in which case your salary bill could be 70-100k which is a significant part of your budget. I’m a fan of doing as much in house as possible but it maybe down to working with the right person / team in the media agency who you trust and feel that have a genuine interest in your brand.

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