Marketing Agencies vs. In-House Staff: Will Workloads Shift?

According to recent research from RSW/US, most marketers do not expect their in-house staff to take over work from their marketing agency partners in the coming years. 45% expect the workload split between in-house staff and marketing agencies to remain the same, 18% expect in-house staff to handle a smaller share, and 37% expect a larger share.

Executives at marketing agencies also do not foresee major changes, with 52% expecting the split of work between their agency and their clients' in-house teams to remain the same in 2022. 70% of marketers reported not cutting back on the number of marketing agencies they partner with in 2021.

The research was conducted in December 2021 among 120 senior-level marketers and 110 executives at marketing agencies. It provides valuable insight into the current and expected state of the marketing industry in 2022.