• The Drum, Wednesday, June 8, 2016 6:42 AM

A poll by the trade group SoDA found that the number of brands planning to take their digital activity in-house has halved over the last 12 months, despite several high-profile controversies over transparency played out in the media over the last year. "The report shows the amount of brands looking to 'take digital in-house' has dropped from 27% a year ago, to 13% in 2016. Rather, instead of consolidation in terms of agency rosters, SoDA’s Global Digital Outlook Survey found the number of agencies claiming to work with three or more digital shops grew to 42%. The poll, which surveyed 629 marketers collectively controlling in excess of $6 billion in media budgets, was conducted alongside Forrester Research, and found that 'market research' was the most highly valued service offered by agencies, according to the results."  The survey also found that "marketing creativity" and "strategic leadership" were the two least-valued services provided by agencies, with the results suggesting that marketers increasingly see ad agencies’ roles as handling campaign execution as opposed to a provider of "big ideas," etc.

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