AffinityX Joins the In-House Agency Forum
AffinityX is pleased to become a member of the In-House Agency Forum (IHAF), the leading professional association for in-house agencies. From creative to media to executive management, IHAF offers benefits to its members via benchmarking data and best practices, conferences and events, and networking opportunities.
IHAF serves an important function in the market with the growing trend toward in-housing digital marketing: 56 percent of brands plan to move more of their marketing in-house this year and almost seven in ten (69 percent) conduct more than half of their marketing internally (Source: Digiday). In-house agencies are augmenting or replacing some of the work traditionally handled by outside agencies, such as media planning, media buying and creative. The trend is ramping up, as marketers struggle to produce digital content at lightning speed and demand more control over their media investments.
But while in-housing can make a lot of sense, that does not mean it is easy to staff and scale to meet corporate demands. Many enterprises are finding that, to maintain control while also meeting scale and speed objectives, outsourcing some of the work to a specialized white label partner is an effective strategy. Having a dedicated creative and/or media team, trained on their unique brand and corporate requirements, that is hired and managed by the partner often provides quick scale and addresses hiring and seasonal challenges. Other enterprises prefer a transactional model, managing budgets by paying based on each job (such as an HTML5 versioning project or programmatic campaign).
For example, AffinityX can take on important but routine functions such as versioning for different zip codes, ad sizes, etc. — freeing up agencies to focus on strategic ad concepts. The company also offers copywriting for ads and websites, as well as for blogs and articles, to help repurpose content across different channels.
As a reliable partner to in-house agencies, AffinityX looks forward to networking with other members of the IHAF and joining the ongoing dialogue around industry best practices!