If you’ve ever watched MythBusters on the Discovery Channel, you know how it works. Two guys in face shields (en vogue these days) put urban legends to the test, discerning fact from fiction. In under an hour, they surface a theory, test it, and prove or disprove its worth. In under an hour. Why, then, is it taking so long for the in-house model to be universally espoused? Why is its legitimacy met with continued disbelief when it has proven itself over and over (and over) again?
Recently, I partnered with the folks at the In-House Agency Forum (IHAF) and Forrester Research to put a few rumors about internal agencies to the test—this time ascertaining whether they have the digital chops to stand up to the demands of their respective brands. In under an hour, you can read the resulting findings report cover to cover (sans face shield) and see for yourself that there is a body of evidence proving how digitally proficient in-house agencies are, despite lingering stereotypes to the contrary.
You’ll also see that there are ample opportunities for advancement when it comes to talent, tools and technology. That’s not to diminish the degree to which internal agencies have proven their worth as digital creators and communicators. It’s simply to say that in order to ascend further on the digital-maturity scale, in-house agencies must be deliberate about where and how they need to evolve, particularly with digital marketing moving at the speed of life.
And, that’s no myth.