These days, clients are taking more and more of their programmatic work in-house.  This migration is increasingly moving beyond media buying to include creative work.  At the company, Flashtalking, they’ve seen a half a dozen major clients in the last 12 months take meaningful steps to bringing digital creative in-house.  But, a number of them struggle to achieve their business-case goals, as well as maintain the quality to which they became accustomed when utilizing outside resources.

The motivation to bring creative work in-house includes the perceived notions of cost savings versus working with creative agencies, as well as the desire for more agility and the ability to be more responsive to the needs of the business.  But when it comes to accomplishing these goals without impinging on the quality of the creative can be difficult.  Better and more effective advertising, which is the ultimate goal, can easily get lost in the shuffle.

More often than not, having the proper planning in place can help ease the pain of bringing new functions in-house, and the distractions that come with it as well.  If you’re thinking about making the move to take creative in-house, there are eight critical steps that you have to take in order to make sure it happens seamlessly.

[Read the full post on Marketing Land]

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