In-house agencies navigate a new phase of purpose and pressure

When the economy turns sour, marketers are the first in their businesses to taste it, especially the ones on in-house teams.

Just last month, PepsiCo reportedly handed off parts of its internal creative studio to VaynerMedia, prompting some staff exits. Weeks later, Keurig Dr Pepper pulled the plug on its in-house creative team entirely, according to Ad Age.

And this may just be the start. 

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