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Workload up for 82% of in-house creative teams, driven by demand for digital content

More than half (57%) of surveyed multinational marketers have established an in-house creative agency, and the trend could be accelerating under the coronavirus pandemic, according to a new report from the World Federation of Advertisers (WFA) and The Observatory International. Seventy-four percent of internal creative teams have been set up in the past five years, with 82% of that group reporting their workloads have increased in the past year. Rather than resulting in cuts, the health crisis has contributed to an uptick in in-house creatives, according to anecdotal evidence cited in the research.


The news is likely a bad sign for external agencies: Though 95% of respondents said they continue to work with third-party partners, more than one-third (37%) among that group now focus their creative output in-house.

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