Executive Summary

At a time when economic uncertainties are sending many companies on cost-cutting hunts, others are finding reasons to make investments in new or expanding departments. Those reasons are the focus of this ebook. It explores the birth, evolution and burgeoning growth of the in-house agency (IHA)—and validates that a downturn in the economy, or even a recession, is a good time to establish or augment an IHA. In fact, you’ll learn why any time is appropriate for taking these logical and practical steps. Why? Because an IHA can stretch your marketing budget well beyond its conventional limits, and reduce your costs without sacrificing output volumes and consumer impressions. Not only that—the cost savings generated by an IHA can be used to acquire more resources and capabilities that add even more impressions, profitability and revenue on an ongoing basis. Whether your goal is to generate sales of brand products and/or services, to acquire new customers, or reduce costs, you’ll learn:

• - The formulas for quantifying the benefits that come from achieving your objective(s)
• - Best-practice tips on preparing and presenting your business case to the executive team
• - How to gain early buy-in from your marketing and product colleagues
• - Ideas to have your finance business partners assist in supporting and testing your value assumptions
• - Why adding, or adding to, an in-house agency doesn’t mean you have to add headcount.