The percentage of brands taking their digital efforts in-house grew significantly in 2015, according to a new study, leaving digital agencies facing a big question over whether to
specialise or consolidate.
The report from digital society SoDA, which has a stake in the results as it represents the digital marketing industry, found that 27% of brands now claim to
work with no agencies for their digital marketing, more than double the figure from the same study in 2014.
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