Marketers Continue to Bring Media Chores In-House

In his opening keynote address PampampG Chief Marketing Officeramp160Marc Pritchardamp160noted how the company is reinventing agency partnerships in such a way that includes having more of its own quothands on the keyboardsquot for important activities amp160Specifically PampampG has expanded its inhouse data management and analytics capabilities and has brought some media planning inhouseProgrammatic has been taken inhouse at AnheuserBusch InBev amp160Lucas Herscovici the brewer39s Global Marketing Vice President of Consumer Connections Insights and Innovation called programmatic media a quotblack boxquot and noted thatamp160quotwhen you have people take ownership and control you can have better quality ads plus savingsquot Those savings have been 25 percent in the US he said adding that AB InBev has also created an inhouse content production studio that allows work to be done faster and cheaper and be more connected to company culture amp160Social listening and analytics in India are also inhouse at ABITarget also brought its programmatic operation in house per Senior Vice President of Marketingamp160Kristi Argyilan pictured above leveraging firstparty data to reach Target shoppers via the retailer39s digital mobile and media channels amp160Additionally the Target team has built an inhouse attribution capability to support such work and has also created a dynamic inhouse influencer marketing programThe ANA Media Conference also revealed that the following companies were bringing a range of marketing digital disciplines in houseAmerican Eagle amp160Social media including listening and responseMajor League Baseball amp160Search and analyticsNationwide amp160ProgrammaticPlantronics amp160Influencer marketingInhouse work has traditionally been driven by the desire for lower costs and faster turnaroundamp160 Cost and speed are still important but now transparency concerns and data protection are also pushing work in houseamp160 At the ANA we expect the inhouse trend to continuePhoto credit EB Moss Click the social buttons above or below to share this story with your friends and colleaguesThe opinions and points of view expressed in this content are exclusively the views of the author andor subjects and do not necessarily represent the views of MediaVillagecomMyersBizNet Inc management or associated writers

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Marketers Continue to Bring Media Chores In-House

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Bill Duggan

"About That" with Carl Mayer: Corinne Casagrande (Episode 8: Consumer Spending) - By Carl Mayer

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Marketers Continue to Bring Media Chores In-House

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Bill Duggan

"About That" with Carl Mayer: Corinne Casagrande (Episode 8: Consumer Spending) - By Carl Mayer

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