CMO Rajashree R. explains how Tata Consultancy Services' inhouse team is breaking away from stereotypical B2B imagery of buildings, servers and people, to focus on aspiration and human connection.
Seven in 10 corporate comms professionals say in-house is likely to be their next destination if they move job, with just 11 per cent preferring an agency role, new research suggests.
The battle for brains will be a big issue as agency life starts to return to normal. Marketers need to secure the best people before the over-servicing stops.
Agency marketers were ahead in all 12 areas examined in test of 9,000 marketing professionals.
With traditional production shops slowing down, in-house teams are speeding up, argues ANA.
A new US study suggests internal shops must define their role and step out of shadows of external partners.
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