Market research firm Forrester tapped brands including Bayer, Logitech, Molson Coors and Sprint to create a step-by-step blueprint for marketers looking to take their advertising in-house.
Brands are in-housing more of their advertising functions that were traditionally handled by outside agencies. But the process can be daunting. Companies should evaluate the scope, number of employees, fees, working dollars, and performance of their media operations to eliminate any redundancies. They also need to get leadership and other departments like finance to buy in.
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