What are the top in house agencies? What are they like compared to traditional ones?

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Thoughts and experiences on the second question:

- the typical thinking re: in house agencies is that it is more cost effective - and performance marketing effective - to have an agency like team that is close to the brand and business. That way a company doesn't have to invest to get agencies up to speed, educate them on the brand and business, etc.

It also enables the business to more effectively tie campaign performance and metrics back to strategy and planning, creating a tighter, more effective feedback loop for experimentation, optimization, targeting, etc.

However, I think it requires a lot of executive sponsorship and buy in from the C level to the agency leadership level to avoid - intentionally or unintentionally:

- having the internal agency turn into a production house, executing campaigns developed and conceived by outside agencies hired by various product brand teams
- avoiding having the in house agency get overly business orientated and KPI rather than creative led
- having an internal culture whereby it is accepted and encouraged that the in house agency can challenge the status quo and business thinking, especially more conservative, incremental thinking

It's a really hard thing to get right and sustain, and I think you need a CEO and CMO who are very much in agreement and on the same page about the in house agency role, charter, etc.

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Really appreciate the thoughtful response. Who do you think is doing it right these days? And who is lacking?

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Liquid Death
Yeti
AirBnB

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Would add NYTimes to this list

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