In-house agencies, a feasible plan?

In the last few years more and more brands have started developing their own in-house agencies with the aim of relying less on third party partners in order to manage one of the biggest parties in their marketing budgets which is media buying. 

This task has proven hard especially with more traditional and sizable budgets like TV spend, where expertise, dedicated tools and buying power is crucial to get the most of them. 

However, given the new ways of trading, Digital activities are becoming more accessible and talent being transferred from agencies and  vendors to brands, they are managing to find their way to set up these teams internally. 

Some global brands (HP, Vodafone, AB-Inbev)  are succeeding on this front and the trend will just grow with other major brands following here.