Lucozade, Pepsi, Unilever, P&G, L’Oréal, BMW, Pernod Ricard, lastminute.com, Booking.com and Safestore. They’re all household names and have, in recent years, moved significant internal resources out of agencies to fund their own in-house content production processes.
Unilever, for example, plans to double efficiency savings from its brand and marketing investment from €1bn to €2bn by 2019 according to a Unilever shareholder report from April 2017. The number of ads it creates will also be cut by 30% and the number of creative agencies it works with globally will be halved (from 3,000).
P&G has also cut its agency roster by 50% over the past three years and made a pledge to make significantly less but better performing advertising and marketing campaigns.
Self-storage company Safestore has a primary company target for 2017 to bring everything in house. All content campaigns, outreach and PR are currently carried out in-house and it is looking to produce more video content internally.
Lucozade brought its creative and production services in-house after launching its own agency, TED, in April 2016. Not the amazing and inspiring conference platform of the same name.
The creation of Lucozade’s TED was also a move to “reduce fixed costs”, as well as to create faster, more efficient work that worked harder.
According to Jon Evans, the marketing and business development director for Lucozade Ribena Suntory, launching a fitness app in house meant the brand could cut down significantly on development times and eliminate the need for handovers of knowledge and process.