Once upon a time, a company’s marketing director or CEO would book a meeting and go see its external agency when it was time to launch a new campaign. If you’ve ever watched Mad Men, you know the drill. Actually (and thankfully), a lot of the disciplines we used to strictly associate with external agencies—from social media, marketing automation, and content creation to hardcore stuff like campaign development and media buying—are now being handled a lot closer to home for the company that used to be “the client”. On-site, in fact—and with great success.Over the last couple of years, interest in this great homecoming for marketing has rapidly risen—and with good reason. When we look at it purely in terms of award-winning creativity and efficiency, maintaining a close connection between core business and marketing activities should be a home run. However, we also see in-house agencies struggling to find the time for creative development, fresh thinking, and outside-in solutions during daily routines and meetings.Some will say that the external agencies fell asleep at the wheel and lost their almost divine right to marketing and creativity. Others will say that in-house agencies have sold out on the basic principle that marketing should be driven by good creativity and good ideas. The truth is that both models have their distinct advantages. And the good news is that there’s a way to make your marketing setup a win-win-house—a setup that offers both sets of advantages at the same time.This book explains how to build an on-site agency in cooperation with an external partner. It goes through the pros and cons, the roles and competencies needed, and how to use external agencies to strengthen your marketing setup. In short, this book tells you how to move marketing in-house and have the best of both worlds.