Nestlé’s hybrid approach to in-housing
What is more effective: external agencies or an in-house team? It seems Nestlé found a perfect compromise in the heated debate: they gathered a team of external specialists supervised by internal executives to achieve more effective marketing management. Here you can find what functions they decided to handle themselves and what goals they were pursuing with the move. In attempt to increase marketing effectiveness and transparency the world's largest food company pulled experts in media and tech from partner agencies and appointed internal executives to lead them. Today many large advertisers are thinking about moving at least some capabilities in-house, even though the process is not very simple, and there are a few concerns and problems related to it. Partially it was triggered by the FBI investigation into non-transparent practices in the industry. But it’s worth mentioning that in-housing is not just a temporary trend, it’s becoming a reality, especially hybrid approach to it. According to a recent ANA (Association of National Advertisers) study, 78% of their members have an IHA. If Nestlé’s internal team proves a success, it can become a model case for other companies. And it seems to be a good strategy, because they can choose the… Read more »
