Are in-house agencies the answer? And, what was the question?

If you haven’t noticed the steady shift occurring whereby traditional client-agency models are being supplanted by in-house agencies, you’re one of the few. In helping lead the transformational change within Fortune 500 companies needed to successfully build and launch these in-house agencies, careful consideration must be given to the strategic, operational, creative and cultural role they play.

More and more companies are no longer happy to outsource their consumers’ journeys, so brands naturally look to build creatively fueled entities within their organizations. However, in many cases, the fundamental problem is that brand marketing is an art and science that may not be core to the organization’s structure or competencies. Brands that get it right are winning. Those that get it wrong not only miss opportunities but worse, run the risk of tuning out consumers’ altogether.

Today, consumers expect and allow themselves to be marketed to. They understand there’s a “content tax” that must be paid. But in order to be accepted and embraced by consumers, there’s also the expectation that brands will enhance the consumer experience by introducing forms of utility and engagement into the equation.

So, can in-house agencies effectively solve a company’s marketing shortcomings? And, what are the…