Why corporations are starting their own in-house ad agencies

Last fall, the telecommunications company Sprint created an in-house digital ad agency, signaling a major shift in the company’s advertising strategy. At the time, I thought, “there goes another one.” A major brand trying to become more nimble, gain control of the ad buying process and save money — during a time when confusion and frustration is mounting in digital advertising. I was encouraged by Sprint’s move, but not surprised. They’re not the only company taking this route. Unilever created in-house content studios last year, followed shortly by Netflix and L’Oreal. Even before that, Allstate and StubHub made the same…

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