How Have Publishers’ In-House Creative Agencies Adapted to Changing Advertiser Priorities?

By: Chris Sutcliffe

In the early-mid 2010s, media companies, including Time Out Group, Gannett, and Guardian News and Media, launched their own in-house creative agencies in an attempt to diversify revenue. It was a smart move: these publishers had the best understanding of the audiences that consumed their articles, and advertisers hungry for a better return on investment around advertising (ROIA) jumped at the opportunity.