How to Move Marketing In-House and Have the Best of Both Worlds
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Some will say that the external agencies fell asleep at the wheel and lost their almost divine right to marketing and creativity. Others will say that in-house agencies have sold out on the basic principle that marketing should be driven by good creativity and good ideas. The truth is that both models have their distinct advantages. And the good news is that there’s a way to make your marketing setup a win-win-house—a setup that offers both sets of advantages at the same time.
Win-Win-House explains how to build an on-site agency in cooperation with an external partner. It goes through the pros and cons, the roles and competencies needed, and how to use external agencies to strengthen your marketing setup. In short, this book tells you how to move marketing in-house and have the best of both worlds.
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“This book helps understand the qualities that In-house agencies can create, and it teaches the operational practices that are required to succeed every step of the journey. It is a must read for CMO’s and other c-levels involved in organizational changes like this.”
“A super well-written must-read book that shares practical
approaches on how to unfold the full potential of a Win-Win-House.”
“What Kasper and Peer espouse in The Win-Win-House is a very nuanced approach to in-housing – it’s certainly not an all-or-nothing decision, nor is there a one-size-fits-all solution. They’ve laid out a clear methodology to deciding if, what, when and how to in-source as well as a step-by-step process to ensure successful execution. In short, it’s an A-to-Z of in-housing whilst retaining the benefits of having your creative team connected intimately with the outside world.”
Win-Win-House, a New Book on In-Housing, Successfully Launches
The book guides readers on moving marketing in-house in cooperation with an external partner so they can take the best of both worlds.