Brands are planning to take more capabilities in-house, according to a
survey, conducted by MediaSense in association with ISBA and Ipsos Connect, saw a majority of
respondents indicate the desire to manage customer relationships and data more separate from agencies. Over half (54%) of respondents said they expect to bring a number of functions previously
outsourced to agencies in-house by 2020, while 58% agreed that the number of agencies they work with will likely decline over the next five years.
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