How In-Housing Provides a New Opportunity for Agencies

While some brands are beginning to re-evaluate their agency relationships and bring some agency functions in-house, this provides agencies with an opportunity to revamp how they’re paid says Toccara Baker, product marketing manager at Adobe Advertising Cloud. Baker argues that agencies have typically been underpaid for the advice and consultation services they’ve provided brands with. As brands assess which work they outsource, they will begin to understand how important these consulation services have been , and agencies can be paid accordingly. In this interview, Baker also describes how Adobe works with brands to enable “personalisation at scale”. Filmed at New Video Frontiers 2018 in London.