In-Housing’s Hidden Costs Have Been Exposed says Mediacom’s Liam Brennan

Many believe that industry talk of brands in-housing has been somewhat overstated. And some of the brands that have experimented with in-housing parts of their media buying have since returned to outsourcing it to agencies says Liam Brennan, global director of innovation at Mediacom, as the realities of in-housing have been exposed. In this interview, Brennan also discusses whether the agency holding group model is still fit for purpose, and outlines how WPP is adapting to fit modern clients’ needs. Filmed at NVF Roadmap in London.