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Workload up for 82% of in-house creative teams, driven by demand for digital content

September 4, 2020

The latest report from the WFA and The Observatory International offers another sign that marketers — at least at large, global companies — are accelerating the in-housing of key functions during the pandemic. For their research, the groups polled 53 advertisers that represent a collective $83 billion in annual U.S. media spending.

The demand for digital content is helping to grow scale for in-house offerings, as channels like streaming command the attention of homebound consumers, while traditional channels like TV and out-of-home face severe disruptions.

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