With five years gone by since brands started to explore in earnest the idea of in-housing elements of their digital media investment requirements., we examine the joint learnings from a trend that has seen brands making the shift from agencies to in-house to flex-and-adapt models to match business priorities and capability gaps.

If in-housing were charted on Gartner’s hype cycle, the last couple of years would have seen it barrel over the ‘peak of inflated expectations’ into the ‘trough of disillusionment’. But in fact, in-housing is as widespread as ever and is now well established, having evolved over the past five years to place human experience and talent at the forefront.

Download our report to see what we've learned.