2 State of in-housing 2019 Going into 2018, in-house marketing was a trend gaining momentum flash forward 12 months and it has exploded into the mainstream. We at Bannerflow felt compelled to know how the trend was developing and how our customers priorities in Europe were changing in response, or indeed, driving it. Our belief, along with Digiday, was that the state of in- housing by Europes leading brands was ready for study. Undeniably, the impact of in-housing can be felt throughout marketing. Its a shift that is affecting a broad spectrum of players. Whats more, brands are rapidly changing how they perform their marketing. Frustrations with old ways of working are driving brands to take action, fast. Yet, decision-makers are still trying to figure out in-house: what it means for their teams, processes and technology. The rise of in-house marketing in Europe is only just beginning to be analysed and it presents both opportunity and challenge. Gauging the temperature of in-housing will only grow in importance. Now is the time to share that knowledge.Nicholas Högberg CEO at Bannerflow A note from Bannerflow This report is brought to you by3 State of in-housing 2019 Introduction The state of in-housing Confidence levels are high A varied in-housing set-upInterview: Internal buy-in Rick Oakley, Head of Digital Marketing Lucozade Ribena SuntoryBenefits and barriers Benefits BarriersInterview: Inside in-housing Ville Heijari, Chief Marketing Officer Rovio EntertainmentA place for creativity Creativity blockers Tech boostA view by sectorInterview: Creative thinking Mark Evans, Marketing Director Direct Line GroupThe future of in-housing New partnerships Building skill sets Return on creativityA final note Table of contents4 State of in-housing 2019 As brands increasingly seek transparency in their advertising spend and more control over creative, many are beginning to take capabilities in- house, spawning new ways of working with agency partners and experts. Many organizations see it as an opportunity with 91 percent having moved at least part of their digital marketing in-house. Whats clear is that its not an all-or-nothing approach to in-housing for many of the brands we surveyed and there are numerous reasons why, as we uncover in this report. The research indicates a strong desire to take control of costs, increase transparency and agility, but the practicalities and challenges of in-housing tell a different story. From existing skills and talent in marketing teams to gaining internal buy-in, brands vary in their confidence and concerns in bringing marketing inside their walls. Whats more, a surprising number of marketers also believe that in-housing is a passing trend, particularly among those who consider themselves to be early adopters. To gain a true picture of how this rapidly growing trend will develop, Digiday and Bannerflow surveyed 200 senior marketers and experts at brands, in- housing agencies and consultancies based in Europe to discover the biggest triggers, benefits and barriers to in-housing. Here is a deeper look into the findings. Introduction